Maximizing Brand Awareness and In-Store Sales for CPG Brands Through Omnichannel CTV Campaigns

For CPG brands competing in today’s omnichannel world, reach alone doesn’t cut it. What really matters is retail velocity—getting your product off the shelf, into carts, and back again.

One of the most effective ways to boost that velocity? Connected TV (CTV). Once reserved for top-of-funnel campaigns and vague KPIs, CTV has evolved into a powerful performance channel. With smarter targeting, incrementality testing, and robust retail media integrations, CTV has evolved into a core lever for brands looking to drive both awareness and in-store movement — at scale.

Here’s how forward-thinking CPG brands — from sparkling water startups to household paper goods giants — are using omnichannel CTV to do more than just get seen.

Most brands still treat CTV like it’s Broadcast 2.0 — a “nice to have” for awareness, while performance budgets head elsewhere. That mindset leaves opportunity on the table.

Modern CTV platforms offer more than reach. With capabilities like granular targeting, sequential messaging, and integrations with retail media networks such as Walmart Connect, Target Roundel, and Kroger Precision Marketing, brands can tailor messaging and manage frequency by retailer using available audience segments.

But let’s be clear — these platforms don’t tie in-store retail sales back to your CTV spend. Attributed revenue tracking just isn’t there yet. And while some partners may have access to first-party data, it’s not always something brands — or agencies — can directly tap into.

So how do you move forward with confidence? You test. At Power Digital, we build custom incrementality and holdout models to isolate real lift, eliminate noise, and uncover what’s actually driving business outcomes — not just eyeballs.

For CPG brands, success isn’t measured by video views — it’s measured at the register. To connect upper-funnel exposure, like Connected TV, to in-store sales, you need more than just impressions. You need proof.

Matched Market Testing (MMT) helps validate whether a specific channel or marketing program is actually driving incremental impact. It closes the loop between media and real-world sales — so you can invest with confidence.

Once lift is confirmed, we turn to platform-level signals — like view-through rate and engagement — to understand which audiences are leaning in and which creatives are breaking through. It’s how we pair rigor with agility to scale what works, fast.

Pro-tip: While MMTs can be valuable at scale, they require the right retail data access and spend thresholds — which may not be feasible for all brands.

Your customer doesn’t know (or care) which budget funded the ad they saw — they just care if the message resonates and the product is where they want it, when they want it.

That’s why siloed channel strategies break down. The most successful CPG brands take an omnichannel approach — one where every touchpoint (CTV, paid social, influencer, in-store, even retail media) works together to create a unified, frictionless journey.

At Power Digital, we connect creative, media, and measurement across platforms to deliver smarter, more seamless experiences. The result? Less waste. More synergy. And cleaner reads on what’s actually driving impact.

We treat CTV like a performance channel from day one. From bath tissue brands navigating price hikes to frozen meal companies launching regionally, we align CTV campaigns with retail calendars, inventory windows, and promotional timelines to ensure your dollars pull double duty.

Here’s what success looks like when omnichannel CTV is done right:

CTV isn’t just media spend anymore. It’s a lever — and when pulled with intention, it powers measurable, sustainable growth.

As Joy Commodore, Group Director of CPG at Power Digital, puts it:

“The brands that succeed are the ones that take a step back and look at the full landscape. They invest in the right measurement tools, embrace a longer timeline for results, and understand that omnichannel success is about balance — not just one metric.” (source)

At Power Digital, we help CPG brands turn awareness into action — and action into loyalty. If you’re ready to treat CTV like the growth engine it is, let’s talk.