Clients are still setting audience expansion goals for their agencies and may view video sharing platforms or social media as an affordable way to achieve them. Faced with declining linear reach, media agencies who value TV must present the case for connected TV as the reach amplifier, even if it costs more. This presentation explores this challenge, providing a check-list for any planner that wants to justify higher CPMs by showing effectiveness. There is a special focus on demonstrating the impact of CTV on activation via other channels like search, display video and mobile, and the measurement and data interoperability that supports this. If you can show that CTV brand building has clear performance benefits, what are the remaining concerns – and solutions – that will get even a budget-focused client over the line?