For the last two decades, search has been the internet’s monetization backbone. By monetizing intent, Google built one of the most powerful ad ecosystems in history, and millions of businesses grew right alongside it.
But that model is being rewritten.
With the rise of large language models (LLMs), search behaviors are drastically changing. Instead of sifting through pages of search results, users can simply ask for something specific on AI assistants like ChatGPT, Google’s AI Overviews, and Copilot, and get a personalized answer in seconds.
Younger audiences, in particular, are increasingly turning to LLMs for product research, with data showing that ⅓ of Gen Z and ¼ of millennials trust AI product recommendations (even more than human ones).
As a result:
And with more than 1 billion people already using AI chat tools every week, this is happening at a massive scale.
For marketers, this shift signals a new era of discovery. The traditional marketing playbook no longer works, as the channels that once delivered consistent performance are now losing effectiveness. Brand visibility now depends on creating demand before the query even happens. To win, brands need to meet audiences where exploration now begins — in conversations, recommendations, and context-driven experiences.
That’s where Performance TV and AI-powered marketing strategies come in.
Performance TV combines the power of TV advertising with the precision of digital marketing, enabling brands to easily launch Connected TV and linear TV ad campaigns, optimize them with AI technology, and measure true business outcomes in real time.
As digital behaviors fragment, Performance TV brings three key advantages that make it the new foundation for performance marketing:
Performance TV sets the stage for performance, but AI ensures that performance scales — transforming TV into a self-optimizing channel:
When AI and Performance TV work together, the result is exponential. AI brings precision to TV’s scale, and Performance TV provides the rich, immersive context that makes AI’s optimizations more effective. As a result, campaigns continuously learn, improve, and deliver measurable growth. Marketers gain both creative agility and performance certainty — the perfect balance for the next era of advertising.
Performance TV creates demand that ripples across every digital channel. When viewers see your brand on the biggest screen in the home, it sparks measurable downstream activity, from site visits and app installs, to branded searches and higher conversion intent.
For example, one jewelry brand ran a Performance TV campaign via tvScientific and saw the following results immediately after their ads aired:
This illustrates how Performance TV acts as a demand generator and search amplifier. Exposure on TV drives intent, inspiring viewers to take action across channels long after the ad ends. And because tvScientific provides clear attribution down to the conversion level, those same high-intent audiences can be easily identified and retargeted across search, social, or display — keeping your brand top-of-mind and accelerating the path to purchase.
Performance TV also fuels a social engagement boost over time. Once viewers engage with your brand through search or your website, they’re more likely to interact again on social media by sharing experiences, leaving comments, or joining the conversation.
It all adds up to what we call the “rising tide effect.” When high-quality Performance TV campaigns establish awareness and trust, every other channel performs better. Paid search becomes more efficient, retargeting becomes more precise, and social engagement becomes more authentic — creating a performance lift across your entire marketing ecosystem.
The old marketing model was built around capturing intent. The next era will be about creating it.
As AI reshapes discovery, marketers can no longer rely on being found. They have to make audiences curious before the query ever happens. That’s why Performance TV, powered by AI, is emerging as the next great demand engine.
Search built the last generation of performance marketing. Performance TV will build the next.
But rather than abandoning search altogether, the smartest marketers are rebalancing. They’re investing in channels that future-proof discovery, using AI to connect storytelling, targeting, and measurement into a single, outcome-driven system.
Want to see the impact of CTV on your brand? Let’s prove it together. Book a demo to see how tvScientific can help.