The Pitfalls of Agencies Setting the Expectation of CTV Outcomes with Clients | Strategus

Added: 2026-05-28

[00:00:02]Begin with the end in mind, work backwards, and get as close to that business outcome with your KPIs across each channel as you're working backwards.

[00:00:09]As we say that, you know, it sounds so it sounds so easy, but what are some of the the mistakes or pitfalls in that in that process that you outlined?

[00:00:18]I think it's not having a good understanding of what those business outcomes might be, not having that conversation up front. Um don't be afraid to ask questions, you know, sometimes you'll get clients coming in and they'll say something like you know, I I think one of the things that that happens the most to me is we want to we want to get brand awareness. We want to increase brand awareness. And then it's like, but you want sales. You really I know you want brand awareness, but ultimately you want sales. If you don't have that conversation, and you start building it upon awareness, you could get it trapped into like, let's go low CPM, you know, high reach, high frequency, but ultimately that's not really the the goal. The goal is as, you know, has been mentioned before, the cash register needs to ring. So, I get it, you want awareness, but what's our real like what's the lift in sales, the incremental mentality that we're seeing versus the baseline, uh those kind of things that need to be rooted in the media plan for it to have success.