MIP | Full CTV advertising: the new impact champion in the living room?
Imagine your brand shining on the big screen — with the same impact as classic television, but with a more personal touch and sharper results. Full Connected TV (Full CTV — television connected to the internet, giving advertisers powerful new ways to target their audience) is rewriting the rules of advertising and turning the living room into the ultimate stage for high-impact campaigns. Ready to make a bigger impression? Discover how Full CTV takes your media planning to the next level.
Since its launch in October 2025, MIP Full CTV has been the newest flagship within DPG Media Advertising's Proof offering. Every month, we put multiple Full CTV campaigns through a thorough check to find out what truly works on the big screen. In practice, each campaign is tested on a sample of 300 Full CTV viewers — men and women aged 18 to 54 — with an additional question each time that sheds light on the campaign's target audience.
With 21 campaigns now tested across a wide range of brands — from emerging challengers to established names — we've gathered our first insights. The key question: is Full Connected TV (Full CTV) merely a 'nice-to-have', or an indispensable tool in your media planning? The data speak clearly.
1. Lower media pressure, similar recall
The most striking finding? Even though the media pressure in Full CTV campaigns is often lower than in classic TV, ad recall is almost equally strong. Where classic TV sees an average of 54% of viewers remembering a spot, the figure for the general CTV viewer sits at 48%. Focus on the specific campaign target audience, and recall actually rises to 57%.
The fact that recall among general Full CTV viewers still scores this high points to the effect of co-viewing. Recent research by DPG Media Advertising shows that 7 in 10 consumers usually watch TV with others when viewing VTM GO. On average, 2.1 viewers are sitting in front of the screen.
2. Full CTV = a strong environment for high spot appreciation
Belgian viewers simply appreciate Full CTV advertising more. With a likeability score of 7.2 (general) to 7.5 (among the target audience), Full CTV leaves classic TV (6.7) behind. Why? Shorter ad breaks and a higher personal relevance of the message create a more positive viewing experience.
3. Full CTV = the perfect launchpad for smaller brands
Does your brand still have lower name recognition? Then Full CTV is the place to stand out. In a context with less clutter (advertising noise), it's easier for consumers to remember a new brand without getting confused by competitors. Take the case of insurer ACM Insurance. In a Full CTV context, they achieved a 4.7x higher correct attribution compared to their classic video campaign, which combined classic TV and online video.
4. Full CTV drives website traffic
Full CTV also proves its worth as a powerful lower-funnel tool. The relevance of the ad translates directly into additional brand interest and drives a conversion boost: viewers who recall the ad visit the brand's website 2.69 times more often compared to the no-recall group. For classic TV, this figure is x1.95.
Our Belgian results don't stand alone. Studies from abroad — such as the Goldbach Swiss Ad Impact studies — show similar trends. When Full CTV is added to the media mix, overall ad impact and search intent (info search) increase significantly.
Conclusion
Full Connected TV combines the emotional power of the big screen with the precision of digital. The question is no longer whether you should use it, but how you make the most of this impact accelerator.
Curious how your Full CTV campaign really performs? Every month, we test campaigns in our MIP Full CTV study to map their impact with pinpoint accuracy. Get in touch with your DPG Media Advertising contact for more information.