MNTN executive Matt Collins reports that 83% of AI-generated search results result in zero clicks, leading performance marketers to shift budgets toward connected TV. The shift highlights a growing industry trend of prioritizing measurable, trust-based advertising channels as AI search disrupts traditional conversion funnels.
The collapse of the traditional click-based funnel forces a migration toward high-attention environments where measurement is maturing. As AI overviews capture user intent without referring traffic, connected TV provides a stable alternative that combines the accountability of digital performance marketing with the scale of linear television. This shift suggests that the streaming ecosystem is no longer just a branding vehicle but a primary conversion engine for direct response advertisers. Watch for EMARKETER and MNTN to release further data on how CTV brand lift compounds over six-month cycles compared to declining search efficiency.
AI-generated search overviews now result in no user clicks 83% of the time, disrupting the traditional search-to-conversion funnel. This shift is forcing performance marketers to reallocate budgets toward connected TV. CTV now serves as a primary conversion engine, offering a stable, measurable alternative to declining search efficiency in digital environments.
According to data reported by MNTN, 83% of AI-generated search overviews result in no user clicks.
Marketers are shifting to CTV because the traditional click-based search funnel is collapsing. CTV provides a measurable, high-attention environment that functions as a primary conversion engine for direct response advertisers.
No, the industry is shifting. While CTV was previously viewed as a branding vehicle, it is now being used by performance marketers as a primary conversion engine for direct response goals.
Connected TV entry costs have dropped significantly, reaching levels comparable to testing a new paid social product and removing the need for six-figure commitments.
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