TV is evolving into one of the most powerful drivers of measurable growth. What was once a channel primarily associated with reach and awareness is now a dynamic, commerce-connected ecosystem where outcomes can be understood, optimized, and scaled.

While moments like Upfronts shape how investments are planned, the bigger shift is happening year-round. Marketers are rethinking how to connect audiences, inventory, and outcomes across linear, streaming, and emerging ad-supported environments.

In this Circana webinar, industry leaders explore how TV is transforming into a more accountable, performance-driven channel — and what it takes to succeed in this new landscape.

From evolving measurement expectations to the growing importance of incrementality and cross-platform strategy, this session is designed to help marketers build a more connected, future-ready approach to TV.

What You’ll Learn

• How TV is evolving into a commerce-connected, always-on performance channel

• How to approach investment decisions across linear and streaming throughout the year

• Why ad-supported environments are becoming central to reach and engagement

• How measurement, attribution, and incrementality are redefining accountability

• What marketers should prioritize to connect media exposure to real business outcomes

• How to build a unified TV strategy across platforms, partners, and data sources

Speakers

• Dave Slowik – EVP, Global Media, Circana

• Anna Miller – Director, Ad Measurement and Research, Roku

• Ioanna Protogiannis – Sr. Director, Measurement & Reporting Solutions, LG Ad Solutions

• Justin Rosen – SVP, Data & Analytics, Ampersand