Lifesight-Roku report claims CTV drives 22.3% paid search conversion lift
Four connected TV companies, Roku, Universal Ads, Vibe.co and MNTN, helped Lifesight produce "The State of CTV Measurement 2026: Navigating the Full-Funnel of CTV," a 15-page report distributed to trade press on August 12, 2026. Its central figures appear twice in the document: a 22.3% conversion lift in paid search and an 8.5% lift in paid social conversions among campaigns paired with CTV exposure, presented without sample size, time period or source citation. The same completion-rate statistic, 96%, is compared against 16.4% on page two and against 53% on page five, a discrepancy the report never resolves. Roku's Dan Lapinski frames the stakes in the document: "CTV has earned its place on the plan, now advertisers need proof it's earning its share of the budget."
Budget conversations built on platform dashboards alone risk misjudging what CTV actually contributes to search and social conversions, since the report's own gaps make its headline numbers hard to verify independently. Three of the four case studies name the advertiser, Obvi, a California real estate firm and Image Skincare, but none discloses a control design or measurement window, so the 45% acquisition-cost cut and 26% incremental ROAS gain cited work better as directional signals than as planning benchmarks. Incrementality testing and geo-lift studies, the methods Roku and MNTN point to in the report, remain the more defensible way to check whether a CTV budget is earning its keep before reallocating spend on vendor-supplied lift numbers.