Incrementality you can trust, clearer influence reporting, smarter pacing, and deeper funnel measurement.
June is when performance teams start asking harder questions: What did TV actually add? What is it influencing downstream? And are we buying outcomes, or just volume?
This month’s updates are about making CTV easier to measure, easier to explain, and easier to optimize.
What's new
Product Highlights
Creative Advisor is here!
We are excited to introduce Creative Advisor from tvScientific by Pinterest.
What it is: Creative Advisor uses our proprietary AI to predict how your TV creative will perform and gives recommendations on how to adjust your ad before you spend a dollar in media.
Why customers care: Built on billions of data points and trained on millions of creative elements, Creative Advisor helps marketers evaluate TV creative with greater confidence before launch, after launch or both.
Next step: Stop running TV ads on a hunch. Reach out to your Account Manager to learn more about how you can make creative your next performance lever with Creative Advisor.
An upgrade to the Halo Report
Separate true lift from what would have happened anyway.
What it does: Halo uses always-on incrementality to establish a baseline and measure the incremental lift driven by TV exposure.
Why customers care: You get a clearer view of what TV is contributing incrementally, so you can scale with more confidence and defend performance with real measurement.
- A new CTV Influence Share metric that quantifies how many incremental conversions came from TV
- Incremental lift breakdowns by referral source, campaign, line item, and creative
Next step: Use creative and campaign-level incrementality to decide what to scale, what to refresh, and what to cut.
AI Pacing (more selectivity)
Spend when impressions are most likely to perform.
What it does: Following major infrastructure improvements, tvScientific AI can evaluate more of the available impression opportunities and bid selectively, focusing spend when an impression crosses a high-performance threshold.
Why customers care: Traditional pacing can force spend to “stay on track” even when impression quality is not there. This approach is designed to be more selective, helping you drive stronger predicted outcomes per dollar. Early testing has demonstrated significant performance improvements!
Linked Events (full-funnel outcomes)
Optimize for quality outcomes, not just the first conversion.
What it does: Linked Events lets you track and report downstream events that happen after the initial conversion, like subscriptions, upgrades, repeat purchases, or other deep-funnel actions.
Why customers care:
- Unlock full-funnel conversion credit so you’re not optimizing to the easiest conversion that never pays back
- Measure deep-funnel CTV impact to understand longer-term value
- Go beyond the install and measure user quality, not just volume
Next step: Start with one downstream event that matters most (subscription, upgrade, first purchase) and add it as a Linked Event.
Creative Spotlight
Coming soon: LG x Pinterest Audiences case study
We’re about to publish a new customer story featuring LG x Pinterest Audiences, showing how high-intent planning signals can translate into measurable Performance TV strategy. Stay tuned next month!
Community Events & Resources
Connect with tvScientific: Industry Insights & Upcoming Events!
If you want help mapping these updates to your KPI (CAC, subscriptions, upgrades, repeat purchases), reach out to your Account Manager and we’ll turn this into a 2-week test plan.
Until next month,
Kaitlin Leimbach
Product Marketing
