CTV’s Peak Performance Effect: How Streaming TV Ads Improve Your Social & Search Results

Marketing performance doesn’t happen in silos.

Search doesn’t live on its own. Social doesn’t convert in isolation. And CTV is not just an awareness play.

In our latest Better Together webinar, Kira Federer (VP of SMB Marketing at Paramount) and Kym Parker (SVP, Media Strategy and Client Services at Compound Growth Marketing) broke down what we’re calling the CTV Peak Performance Effect: how running TV ads can improve the efficiency of your search, social, and conversion campaigns.

The takeaway? When CTV and demand gen channels work together, performance compounds.

Below, we’ve pulled the key moments from the webinar into some fun videos so you can learn exactly how this plays out in real campaigns.

Want to dive deeper? Watch the full webinar recording here >

1. CTV Makes Search + Social Work Harder

CTV advertising doesn’t replace search or social. It strengthens them.

As Kira shared in the webinar, when paired with CTV:

• Paid social conversion rates increase by 8.5%
• Paid search conversion rates increase by 22%
• Leads increase across channels

Why? Because CTV builds awareness and recall first, so when someone later sees your search ad or social ad, they’re not encountering your brand cold.

If you’re running CTV but not supporting it with search or social follow-ups, you’re leaving demand capture on the table.

Watch the clip:

2. CTV Is One of the Last True Attention Drivers

Performance starts with attention. And in a world of constant scroll and short-form distraction, truly leaned-in environments are rare. That’s what makes CTV such an important channel - to make sure you’re capturing and holding audience attention, so it’s much easier to drive them further down the funnel.

For comparison, here are some findings from our latest CTV vs Social report:

• Audiences are spending much more time on CTV to watch long-form premium content

• • Social sessions average around 8 minutes
• • CTV sessions average around 99 minutes

• CTV completion rates are dramatically higher, as CTV ads are unskippable, and run in full 15- or 30-second formats

• • Social ad completion rates: 53%
• • Search or display CRs: 76%
• • Paramount CTV CRs: 96%

That extended, high-attention environment gives your brand something most digital placements don’t: time to be seen, understood, and remembered. And that memory is what fuels action later.

When someone encounters your search or social ad after seeing your brand on TV, they’re not starting from zero. They’re continuing a conversation that’s already begun.

Watch the clip:

3. Make CTV Part of an Always-On Strategy

Social advertising is not going away. It’s still powerful for reach and engagement. But high-performing media plans layer in a broader mix that includes high-attention brand-building.

Kym from Compound Growth Marketing loves including CTV as an always-on layer for her clients because:

• It builds repetition
• It reinforces brand memory
• It compounds over time
• It improves bottom-of-funnel efficiency

Watch the clip:

4. Test and Measure CTV’s Cross-Channel Impact

CTV can (and should) be measured directly. But its full value shows up when you look at the bigger picture, and evaluate how performance shifts across your broader mix while CTV is live.

Here are some questions you should consider:

• Did social conversion rates improve while CTV was live?
• Did search efficiency increase?
• Did cost per acquisition decrease?

The most effective way to understand incremental impact is through controlled testing:

• Turn CTV on in one region and hold it out in another
• Run time-based tests
• Compare conversion efficiency before, during, and after CTV flights

This way, CTV becomes a powerful lever to improve the efficiency of all channels, and walk away with ROI you can prove.

Watch the clip:

5. CTV Reaches Audiences Social Can’t

Not everyone is spending their time in the same apps and channels. But nearly everyone is streaming.

In Kym’s case, CTV reached 60% more of their target audience than social alone.

That longer, leaned-in session creates more opportunity for your ad to be seen, absorbed, and remembered.

Which is exactly what makes your downstream performance stronger.

Watch the clip:

6. Case Study: Connecting Brand to Demand with CTV

The ultimate question in media planning season is: How do we prove awareness works?

To answer that, Compound Growth Marketing ran a full-funnel program that:

• Started with CTV at the awareness level
• Remarketed exposed audiences through social
• Drove asset downloads and lead generation

The results:

• 60% greater reach vs. social alone
• 14% higher click-through rate among exposed audiences
• 313% higher likelihood to complete a lead form
• Significant reduction in cost per acquisition

The key metric here was conversion funnel efficiency. How much more likely were people to convert after being exposed to CTV? And how much less did it cost to acquire them?

That’s the CTV Peak Performance Effect in action.

Watch the clip:

The Bottom Line: Better Together Wins

CTV is not an either-or decision. It’s not social vs. TV. It’s awareness AND performance, brand AND demand.

When paired strategically, CTV:

• Expands reach
• Increases engagement
• Improves conversion efficiency
• Reduces cost per acquisition

Ready to see how CTV can improve your performance mix? Launch your next campaign with Paramount Ads Manager.