Reddit has quietly become one of the most useful windows into how marketers really feel about Connected TV (CTV). Research from Reddit’s own marketing team shows that recommendations inside communities influence decisions across the full funnel. Independent guides also frame Reddit as a rich source of “unfiltered audience opinions” that marketers can mine to improve strategy.
Unlike polished LinkedIn threads, Reddit conversations are candid. Marketers talk about everything from attribution blind spots to whether small budgets can compete with major brands. Reading those threads reveals a mix of optimism about CTV’s potential and skepticism about its measurable value.
We reviewed recent Reddit discussions about CTV campaign effectiveness, and found three recurring debates worth unpacking.
(Based on thread: “How to measure success for CTV?”)
Marketers in the thread admit that cross-device attribution for CTV still feels murky. Some rely on IP-based matching; others mention attention metrics or expensive modeling tools like mixed media modeling (MMM). A few argue that everything is probabilistic anyway, so true performance is impossible to prove.
“Any cross-device attribution, spare for a minority of conversions, is probabilistic.”
“MMM hasn’t helped us prove CTV… success is relative to the brief.”
Measurement skepticism is understandable, but it’s evolving fast. Today, Mobile Measurement Partners (MMPs) serve as the central hub for tracking app-based performance while web results are captured through standard analytics tools like tag managers or pixels. Together, they create a clearer view of performance.
Instead of chasing perfect 1-to-1 tracking, brands can evaluate incremental impact: whether exposure on CTV lifts awareness, engagement, or installs compared to a control.
We recommend simple, privacy-safe methods such as geo or audience split tests, brand-lift surveys, or short PSA comparison flights to see directional impact. Together, these approaches offer a clear, realistic picture of how CTV drives business growth, without over-promising precision.
The Bottom Line: Reliable CTV measurement already exists, it just looks different that previous performance models. Focus on incremental lift and holistic insight, not perfection.
(Based on thread: “Where should I be buying CTV ads for performance?”)
Several users argue TV will always be “just awareness,” pointing to low QR scans and higher CPAs than search or social. Others note that outcomes improve when CTV is tied to follow-up media across devices.
“People don’t scan QR codes from a TV ad.”
“It’s an awareness play… paid search will always outperform on CPA.”
CTV has brand power, but it’s also a performance channel now because it’s programmatically traded. That means you can set clear objectives, control targeting and frequency, and read outcomes alongside your other digital channels, rather than treating TV as a separate island. Most CTV placements are non-skippable, so attention is built in; the performance comes from how that exposure is activated across the rest of your mix.
In practice, programmatic CTV is used to warm audiences and then convert them via mobile or web, and measured through your central analytics stack (your MMP) and simple lift reads. Performance isn’t about forcing a TV click; it’s about the incremental results that show up when CTV and your lower-funnel media work together.
The Bottom Line: CTV is a programmatic performance media engine that can be planned, bought and measured like your other digital channels.
(Based on thread: “How to buy CTV inventory without minimum spend requirements?”)
One nonprofit marketer asked how to buy CTV without a $200K minimum commitment. Replies ranged from “that’s way too high” to “try self-serve DSPs—there are no mins anymore.” The consensus: major platforms sometimes overstate barriers, while smaller players are proving you can start small.
“200K is too high. 50K should be reasonable.”
The idea that CTV is reserved for enterprise advertisers is outdated. Because CTV is now bought and sold programmatically, advertisers can control spend, targeting, and pacing just like they would with mobile or display. Budgets are flexible and depend on factors such as region, audience size, campaign duration, and KPIs.
For example, in the U.S. market, programmatic CTV tests might begin around the mid–five-figure range for a one- to two-month flight, while smaller-scale pilots in regions like LATAM or APAC can start for significantly less. The key is defining your performance goals early—awareness, engagement, or conversion—and scaling once you see consistent lift.
The Bottom Line: CTV isn’t just for Fortune 500 brands anymore. Programmatic access has made premium, big-screen storytelling possible for any advertiser ready to test, learn, and grow at their own pace.
Across Reddit, marketers debate CTV’s effectiveness because it sits between two worlds: television’s storytelling power and digital’s demand for proof. The reality is that both views are partly right. CTV isn’t a direct-response engine, but it’s no longer an immeasurable black box either.
Quick takeaways:
With integrated measurement partners, non-skippable formats, and accessible budgets, CTV is entering its accountability era. The real opportunity isn’t to choose between brand or performance, it’s to connect them.
Ready to put CTV to the test?
YouAppi helps brands bridge mobile and CTV to drive measurable, cross-screen performance.
👉 Connect with our team to plan your next CTV test and see what full-funnel growth really looks like.