Streaming Is the Most-Watched Screen in America. Most Budgets Still Treat It Like a Rerun

Talk:

Streaming is now the most-watched form of television in America, yet most media plans still treat it like leftover budget. This session is a working field guide for performance marketers: where streaming dollars quietly leak onto phones and tablets, which attribution claims hold up under real data and which don’t, and how buying direct from publishers changes both cost and clarity. You’ll leave with a scorecard to tell a performance-grade buy from a rerun, whether you’re already running streaming or planning a first test.

Key learning points:

• Why attention and cost have moved, and why most channel mixes haven’t followed
• The device gap: where “CTV” budgets quietly land on phones and tablets
• The attribution claims that don’t survive contact with the data
• How buying direct from publishers changes your CPMs and your reporting
• A scorecard that separates a performance-grade buy from a rerun