The traditional marketing funnel assumes consumers behave with remarkable discipline.
First, they become aware, then they research, consider, and after a thoughtful and orderly journey, they purchase.
That model made more sense in a world of isolated media channels and slower consumer behavior. Today, someone can watch streaming TV, scroll social, text friends, search reviews, and add a product to cart all within the same hour.
The funnel has not disappeared, but the journey no longer happens in a neat sequence. That is why we pulled together a few resources to help you navigate what comes next:
- 📵 Why Pinterest is unexpectedly encouraging offline life
- 📈 How CTV helped unlock growth in Canada
- 📺 Consumer shifts shaping TV advertising
- 🎬 Make your TV creative your next performance lever
- 📞 Where Performance TV meets call attribution
Go outside: Why Pinterest is unexpectedly encouraging offline life
Pinterest’s latest brand campaign makes an unusual pitch for a digital platform: get off your phone. The message is simple but strategic. Pinterest is not a destination for endless scrolling, but a place to find inspiration online so people can go live offline.
What this means for advertisers
Platforms built around planning and intent can create more value than those built only to maximize time spent. If the goal is measurable action, marketers should pay attention to environments that move people from inspiration to search, shopping, and real-world decisions. That is where stronger outcomes begin.
Creative spotlight: How CTV helped unlock growth in Canada
When one global brand hit a wall in Canada, Affiliate Marketing Partners used tvScientific by Pinterest to open a new path forward. Jessica Robinson, founder of Affiliate Marketing Partners, shares how launching CTV in Canada led to an immediate uptick in performance and helped unlock more budget for the affiliate channel overall.
The details
- The brand was already seeing strong results in the US but struggled to build momentum in Canada.
- Launching CTV in Canada through tvScientific by Pinterest quickly improved performance.
- That early lift gave the team confidence to invest more in the affiliate channel overall.
What we loved
It is a strong reminder that measurable performance creates momentum. When advertisers can prove impact in a market that has been difficult to unlock, it becomes easier to justify more investment and scale what is working.
The consumer shifts shaping TV advertising
When a TV ad lands, Millennials move
Your Guide to Millennials in 2026 dives into how Millennial viewing is streaming-first, ad-supported, and always cross-screen.
What Gen Z expects from TV ads
Your Guide to Gen Z in 2026 breaks down how Gen Z moves from social discovery to search validation to trust on the biggest screen in the room.
Make your TV creative your next performance lever
Introducing Creative Advisor
Creative Advisor predicts how your TV creative will perform before you spend a dollar in media.
Meet tvScientific by Pinterest
Join tvScientific by Pinterest on July 28 to see first-hand how advertisers drive outcomes on TV.
Where Performance TV meets call attribution
tvScientific and Invoca are teaming up to make phone calls a measurable part of Performance TV. 📺📞
Invoca’s AI-powered conversation intelligence connects digital campaigns to inbound calls and offline conversions, and now that power extends to TV.
With this integration, marketers can:
📞 Attribute inbound calls and offline conversions to TV campaigns
💰 Optimize spend toward households most likely to call and purchase
📊 Capture offline outcomes often missed by standard digital tracking
📈 Move beyond clicks to see TV’s full‑funnel impact
As consumer journeys move fluidly across screens, the opportunity is not just to reach people on TV. It is to move them from inspiration to real-world action, with creative built to earn attention and drive measurable response.
That is where Performance TV is becoming more powerful: helping marketers connect TV to outcomes, sharpen creative with better performance signals, and scale with greater confidence.
Happy advertising!
Sources:
1 - tvScientific by Pinterest 2026 Consumer Trends Report, United States, February 2026, Gen Z = 18-27
2 - tvScientific by Pinterest 2026 Consumer Trends Report, United States, February 2026, Millennials = 28-43
3 - tvScientific by Pinterest 2026 Consumer Trends Report, United States, February 2026
