As streaming behaviors evolve, brands face a new challenge: earning attention in environments where viewers are increasingly in control. During the 2026 Cannes Lions, PHM Chief Investment Officer Brad Liebow joined leaders from Clinch and OpenGlass to explore how changing viewer behavior is reshaping connected TV (CTV) creative, media planning and measurement.
The conversation highlighted a critical shift for marketers: moving beyond impressions and exposure toward experiences that are relevant, personalized and designed for how audiences engage across the streaming journey. From home screens and in-stream video to pause ads and emerging CTV formats, panelists discussed how creative, media and measurement must work together to deliver stronger outcomes.
Watch the full discussion from Clinch here.
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