CTV, FAST, and ROAS in 2027
Transforming CTV into a go-to performance advertising platform in 2027 means not only delivering conversions and demonstrable return on ad spend (ROAS) for brands but also matching the performance of search and social, which have long since proved their conversion bonafides. In this clip from Streaming Media Connect November 2026, Fuse Media’s Yasmin Mitchell and Globo’s Ana Beaklini discuss how to deliver the data and the returns to make performance advertising work on CTV and FAST and justify the risks brands take by diversifying beyond search and social.
From Impressions Data to Outcomes
Chris Pfaff Tech Media CEO Chris Pfaff begins the conversation by zeroing in on advertisers who have “built businesses on Meta and Google Search” who now find themselves facing the challenges of “aggressively diversifying into CTV.” For CTV channels, he contends, means undergoing a new degree of scrutiny when it comes to providing measurable ROAS. Turning to Fuse Media’s Mitchell, he asks, “How do you see CTV filling the gap for brands who are looking beyond search and social media? What do you see from the Fuse Media side on that question?”
“In general, in CTV,” she replies, “you need enough audience to activate and evidence of your investment.” In the competitive landscape of FAST, that means vying for attention in a remarkably crowded (and growing) ecosystem. “In a market that’s so fragmented,” she says, “finding the right audiences and reaching them at scale takes real programming expertise and savvy. Since we’ve been around since 2018, at Fuse we bring that programming expertise and experience to the table. We operate eight channels and we curate across 15-plus partner channels. Advertisers can reach distinct next-gen communities with us doing that. Also, being able to leverage iSpot data is going to be important and really show the incremental reach that Fuse is adding to these campaigns, really leaning into that next-gen audience. So I think it’s really about understanding what the market or brand's KPI is, what the call to action is, targeting opportunities, and deciding what they're looking for from an extension campaign perspective. Driving incrementality is key and outcomes are also part of that conversation.”
Finally, she explains, tying those outcomes back to ROAS makes it possible for streaming platforms to answer the most important questions: “Are these campaigns working? Are we reaching the audiences you say you're promising? It goes way above impressions data into outcomes. So we're leaning heavily into that.”
Reaching the Right DTC Ad Spend Mix
Pfaff then shifts the conversation to Globo, and prompts Beaklini, “Talk about how you guide your colleagues, as much as clients, into increasing their spend or logicalizing spend on CTV, either with social media and search [or not]. Where’s the [right] mix for the D2TC client?”
“For us, DTV+ is the most strategic approach that we have, because Brazil has a culture of people being together to watch TV. When you are in your room with your family, the content will help you to create the desire for what you are seeing. So it’s kind of different from the search point of view. With search, you’ll capture the demand and you’ll try to convert.”
With traditional TV and CTV, she explains, “you have the opportunity to use the context with really premium content that we have here in Brazil at Globo to inspire, to discover the demands, and then to go through the whole journey until you convert.”
She goes on to describe some testing of shoppable advertising that Globo did recently in Brazil. “What we saw,” she reports, “is that if you compare CTV with the web option using shoppable, with the web, you have more clicks, but when you see CTV and you analyze the attribution and the whole behavior, you see that in CTV you convert better. So, it’s not about ‘how many clicks do I have,’ but how a click converts much better than on another kind of device. That’s what we are seeing here in Brazil.”
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