Connected TV used to live in the brand-only bucket: great for awareness, harder to tie to performance. But there’s been a massive shift in recent years, and in 2026, 90% of marketers 1 expect Performance TV to help them achieve revenue goals.
In our latest “Meet tvScientific by Pinterest” webinar, Anastasia Jenkin, Director of Affiliate Marketing & Partnerships at HigherDOSE, exemplified how that story continues to evolve. As an early tester of Creative Advisor, HigherDOSE leveraged tvScientific’s predictive AI technology to optimize creative before launch, resulting in a 14% lift in site visits. 2
Our latest episode unpacks:
- How marketers are tapping into Performance TV to hit revenue goals
- A peak into how Anastasia’s team integrates Performance TV alongside creators and affiliates
- How HigherDOSE used Creative Advisor to make data-driven tweaks, followed by a product demo with a tvScientific expert
- Actionable insights to master the framework for growth on Connected TV
Performance TV as a bottom-funnel lever
tvScientific’s 2026 State of Performance TV Report shows that Performance TV helped 67% of marketers achieve revenue and growth goals in 20251 and our latest research found that 94% of marketers expect Performance TV to help them achieve revenue growth during the 2026 holiday and seasonal shopping season.3
Performance TV introduces the brand, reinforces the story across channels, and ultimately drives conversions and revenue. For HigherDOSE, CTV is the starting point for building trust with consumers.
“We see Connected TV as a great top-of-funnel channel, because it introduces consumers to the brand and helps build awareness. From there, our creators, affiliates, and performance PR help educate the customers, answer questions, and share real experiences. All of that together builds trust, which is needed before someone makes a purchase.”
When Performance TV becomes more integrated with other channels, brands see lift across the business — not just in one dashboard.
Building TV into your integrated strategy
Performance TV plays a clear role in HigherDOSE’s acquisition strategy, creating demand, while affiliates, creators, and partnerships help convert that interest into action. When each channel has a defined job, growth becomes easier to measure and optimize. For HigherDOSE, this has resulted in a 20% YoY growth in their affiliate channel.4
When a CTV spot runs, the very next step is often a search, a site visit, or a social touchpoint on another screen. Recent tvScientific data suggests that 78% of consumers scroll social media while watching TV, 69% browse online shopping, and 68% look up a product they just saw in an ad — turning TV into an always-on, action-ready moment. 3
“What's been great about tvScientific by Pinterest is there's so much data that we can learn from, and then see and test all these different ways of targeting. From there, we can see who's responding the best to us. Data is the best thing about this all.”
— Anastasia Jenkin, Director of Affiliate Marketing & Partnerships, HigherDOSE
With clearer data, Performance TV starts to prove its value across the broader system. Marketers can move beyond impressions and see which audiences are responding, which tactics deserve more investment, and where CTV is lifting the rest of the mix.
Lowering the barrier to entry on Performance TV
One of the biggest mindset shifts is that marketers no longer need a massive production budget or cinema-grade creative to get started on Connected TV.
“You don't have to have a huge TV budget. You don't need to spend $100,000 on a TV commercial. If you have good quality content, you can make something out of that, and with the help of Creator Advisor, it's a lot easier.”
— Anastasia Jenkin, Director of Affiliate Marketing & Partnerships, HigherDOSE
HigherDOSE used Creative Advisor to analyze their creative and provide recommendations to improve its performance. The tool indicated that strengthening branding by bringing the name and logo in earlier and keeping it visible throughout the ad would be an impactful change. As a result, the new creative achieved a 14% lift in site visits against the control.2
The team’s results point to a broader shift in Performance TV. With stronger measurement and faster creative feedback, marketers can launch with the assets they already have, learn what works, and improve performance with more confidence.
A framework for getting started
The HigherDOSE playbook translates into a simple guide for launching your campaign:
- Give Connected TV a clear job. Define what “good” looks like for your program – is it more qualified site traffic, or a lift in branded search?
- Start with the assets you already have. Repurpose top-performing video and run it through Creative Advisor before you put any budget behind it.
- Align with your partners. Make sure partnerships, social, and paid channels are telling the same story viewers see on TV.
- Measure the halo. Look at signals across channels — not just last-click — to understand how Connected TV is supporting growth.
HigherDOSE’s approach is a reminder that getting started does not require a perfect launch plan. It requires a clear objective, adaptable creative, measuring beyond the last click. Once those pieces are in place, Connected TV becomes much easier to test and improve over time.
To see the full conversation, including the Creative Advisor demo and more from Anastasia on how HigherDOSE tests and learns, watch the on-demand webinar.
Sources:
1. tvScientific by Pinterest 2026 State of Performance TV Report, United States, January 2026.
2. 1tvScientific by Pinterest Internal Data, US, 4/2026-5/2026.
3. tvScientific by Pinterest 2026 Holiday & Seasonal Shopping Trends Report, United States, August 2026.
4. 1tvScientific by Pinterest Internal Data, US, 4/2026-5/2026.
