“As Seen on TV” May Have Come First, but now Connected TV is Driving Revenue for Catalogers. Consumers’ buying power continues to increase due to the fact they are more brand agnostic than ever before, especially post-COVID-19. Therefore, reaching consumers with consistent branding through multiple channels is vital. A strategic and innovative media mix will help position you for success. 57% of marketers surveyed last year said that direct mail contributed a 12% increase in response rates to multichannel campaigns. The power of an omnichannel strategy is timely. Specifically, with print marketing and Connected TV, as a pandemic-disrupted 2020 led to a 34% increase in time spent with Connected TV (CTV) and 7x growth in connected viewers. In this session, we will provide a Connected TV overview, tips for how to realize the power of Connected TV as part of your media mix, and measurement and validation tactics for direct response advertisers.