I was working on my laptop at a cafe the other day, eavesdropping (unapologetically) on the two baristas behind the counter.

“You remember those old ads?” one of them said. “Like the ones with the jingles that got stuck in your head for days? Or the ones that were like little movies?”

The other barista nodded. “Now it’s just…random. You scroll right past it.”

That conversation hit me. There was a time when ads didn’t just sell—they became part of pop culture. They stuck.

But something changed.

And if you’re a digital marketer today, you’re feeling it. You’ve optimized your Meta campaigns, A/B tested your Google Ads, squeezed every last drop out of TikTok—and you’re still under pressure. The channels that once scaled effortlessly? You’ve hit a ceiling. Costs are rising. ROI is slipping.

So why is it happening – and where do you go from here?

Your Paid Media Strategy Is Maxed Out

If you’re running paid media, you’re likely leaning on the same channels as everyone else: Google, Meta, TikTok. And for a while, they worked.

But now:

• CAC costs are higher than ever. Last month, Gupta Media reported that the average CPM for Meta was currently $7.75. The average CPLC is $0.90. And the average LCTR is 0.86%.
• Ad fatigue is real—and getting worse. Nielsen found that 64% of consumers intentionally take actions to avoid ads on free, ad-supported video services.
• Even with constant optimizations, you’re fighting diminishing returns.

In fact, in our latest webinar’s CTV strategy poll, 16% of marketers admitted they aren’t even running CTV campaigns yet. They’re recycling the same bottom-funnel tactics, hoping for different results.

Here’s the hard truth: You’ve optimized all you can. The ceiling isn’t moving.

Meanwhile, larger brands are reallocating their ad budgets—moving more into TV and CTV. Why?

Because they understand that brand-building channels drive long-term efficiency, and there’s a growing gap between marketers who are embracing Performance Branding and those who aren’t.

Performance Branding + CTV: Your Next Growth Engine

What Is Performance Branding?

Performance Branding blends the best of both worlds:

• Brand-building: Building long-term equity and emotional connections
• Performance marketing: Driving measurable ROI and conversions

It’s not just about quick wins anymore. Performance Branding is about sustainable growth, designed for brands who want to be top of mind for their customers.

Why CTV Is the Ultimate Performance Branding Channel

CTV has evolved. It’s no longer just a brand awareness play—it’s a performance channel that delivers:

• Premium, non-skippable ad placements
• Scalable targeting across engaged audiences
• Measurable impact, through programmatic buying and granular analytics

In fact:

• Larger brands allocate more to TV/CTV, reinforcing that brand-building channels drive long-term efficiency.
• Brands that integrate CTV into their performance branding mix see measurable improvements in blended ROAS.

Why Memorable Ads Still Matter (and How Brands Are Doing It Right)

The baristas at the coffee shop were onto something. Memorable ads don’t just stick in our heads—they build brand equity that drives performance over time.

Let’s look at two famous brands that mastered this:

1. Progressive Insurance: The Power of Characters

Progressive’s “Flo” has been a fixture in advertising since 2008. What started as a quirky cashier has evolved into a recognizable character with personality-driven storytelling.

• Why it works: Progressive consistently builds emotional connections through humor and relatability. Flo isn’t selling insurance—she’s making people laugh while keeping the brand top-of-mind.
• The result: According to Statista, Progressive has grown to be the third-largest auto insurer in the U.S., with $47 billion in premiums written in 2023.

2. AutoZone: A Jingle That Sticks

“Get in the zone, AutoZone.”

You’re probably humming it right now. AutoZone’s simple yet catchy jingle is a masterclass in audio branding.

• Why it works: The repetition and rhythm make it impossible to forget, and it reinforces the brand’s direct call to action.
• The result: AutoZone became one of the largest auto parts retailers in the U.S., with net sales exceeding $17.5 billion in 2023 from their investor reports.

Both brands prove that memorable advertising drives performance, especially when paired with consistent messaging and strategic media investment.

With CTV, you have the opportunity to create high-impact, memorable ads and track performance outcomes like never before.

How to Measure Upper-Funnel Impact

Upper-funnel channels don’t always show immediate ROAS—but that doesn’t mean they’re not working.

You just need the right metrics:

• Growth in branded search and direct traffic.
• Better retargeting performance—branded audiences convert at a lower CPA.
• Multi-Touch Attribution (MTA) and Media Mix Modeling (MMM) to connect brand marketing to conversions.
• Incrementality testing to measure actual lift.

Example: One of our clients saw a 37% increase in upper-funnel engagement by expanding into CTV—and that engagement drove sustained (and lower-cost) conversions throughout their funnel.

What Are Marketers Saying About CTV?

In a our recent webinar, Power Your Growth with Performance Branding, we conducted a poll where marketers shared their CTV goals:

• 50% said they use CTV for both brand-building and driving conversions.
• 22% are focused on conversions alone.
• 16% aren’t running CTV yet (but need to be!).

It’s clear: More marketers are seeing CTV as a dual-purpose channel, not just brand-building.

Download the Webinar for More Actionable Insights

Want the full strategy breakdown?
Access our on-demand webinar to:

• Get insider insights from industry experts at Playbook, Rockerbox and tvScientific.
• Read case studies from brands unlocking growth through CTV + Performance Branding.
• See practical strategies and measurement tactics you can implement right away.

Download the webinar recording here.

Find Out If You’re Leaving Money on the Table

We’re offering a free diminishing returns analysis for B2C marketers like you.

We’ll: 

• Review your current media performance
• Identify where you’re maxed out
• Show you where CTV and Performance Branding can take you next

Schedule Your Free Analysis.
No strings. Just insight.

The Takeaway

The baristas were right.
The best ads make an impact. They create moments that stick.
It’s time to rethink how you show up—and where you invest.