Connected TV is having a major moment, but is it all hype or is it becoming a real performance channel? In this episode, Megan Price, Director, Programmatic Strategy and Planning at M+C Saatchi Performance, speaks with Mark Raymond Dela Cruz, Associate Director, Ad Operations APAC at Smadex, about how CTV is evolving beyond awareness into a full-funnel media opportunity. They unpack second-screen behaviour, programmatic buying, measurement challenges, app growth, and the future of interactive and shoppable ads, while sharing what brands need to get right before adding CTV to the media mix.