In November 2024, Origin surveyed over 10,000 American households, with the goal of obtaining answers to vital yet previously unasked questions regarding 'Shoppable TV'.

 

In the report we have now released, we assess how the answers they provided play into the need for CTV advertising to be a full-funnel form of media, and offer up numerous considerations as to how brands and media buyers can better use Connected TV as a performance destination. 

 

The results are surprising - and have the potential to reshape the way brands and media buyers are ultimately able to get what they want from Connected TV.​