Brands Shift to Full-Funnel Connected TV Ad Strategies

Advertisers are deploying sequential messaging across streaming platforms to capture engagement as linear TV viewership declines.

Updated on Oct. 26, 2026 in Advertising

Isometric editorial illustration showing a system of interconnected translucent cubes, representing the flow of modern streaming advertising infrastructure. — Advertisers are increasingly adopting full-funnel sequential messaging on connected TV platforms, aiming to engage consumers as linear television viewership continues to decline. AI Illustration. Upload story photo >

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Roku is pushing brands to adopt full-funnel advertising strategies as fragmented viewer habits drive a shift toward connected TV (CTV). The company reports that its platform reach has hit 100 million households, with advertisers increasingly utilizing sequential messaging to capture audiences across streaming apps.

Why it matters

With U.S. connected TV ad spending projected to hit $37.95 billion in 2026, brands can no longer rely on single touchpoints to drive conversions. Operators must account for fragmented viewing time as streaming accounts for 49% of all TV consumption, upending traditional linear media buying models.

Streaming claimed 49% of total TV viewing in July 2026, while connected TV ad spending is projected to reach $37.95 billion this year. Roku currently reaches 100 million households, with its platform capturing 25 days of monthly return visits compared to just 8 days for competing apps.

The players

Roku

A global provider of streaming hardware and software platforms that monetize user engagement through advertising.

Toyota

A multinational automotive manufacturer that utilizes diverse media formats for consumer engagement campaigns.

Horizon Media

A large independent media agency that specializes in integrated marketing intelligence and data-driven ad buying.

Nielsen

A global leader in audience measurement, data, and analytics for the television and media industries.

The details

Brands are shifting to sequential messaging that combines home screen placements with targeted streaming content to guide users from discovery to purchase intent. This strategy aims to counter fragmentation by linking ad formats across the user journey rather than relying on isolated ads. For instance, Toyota recently utilized this model to achieve an 8.1% lift in ad recall by deploying multiple integrated formats.

April 2026: Roku reached a milestone of 100 million global households.
July 2026: Streaming accounted for 49% of total TV viewing per Nielsen data.
September 2026: Horizon Media integrated Roku TV data into its marketing platform.
October 2026: Roku published a Toyota case study on ad recall performance.

Market Landscape

The shift toward full-funnel strategies aligns with EMARKETER projections of $37.95 billion in U.S. connected TV ad spending for 2026. This trend marks a departure from traditional linear-first media buying as streaming viewing share continues to cannibalize primetime television metrics.

Marketing operators should prioritize cross-platform, sequential messaging strategies to navigate the reality that consumers now spend time across dozens of apps. Review current ad spends to ensure your strategy tracks engagement metrics beyond singular touchpoints.

The takeaway

Operators must manage content fragmentation by meeting consumers across the entire funnel rather than relying on one-off impressions. Use monthly platform return metrics as a key indicator when evaluating the stickiness and long-term reach potential of your connected TV partners.