2021 Post-Holiday Connected TV Report

Connected TV isn’t just a branding channel anymore. More advertisers are using it as a direct-response performance channel—and we have the numbers to prove it.

We analyzed Connected TV’s year-over-year growth, its changing role in marketing strategies, and the types of advertisers active on the channel. In order to better understand its consistency in achieving performance goals, we also compared advertisers’ Q4 2020 campaigns to their 2019 counterparts.

Fill out the form and discover what performance marketing looks like on Connected TV.

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    Transform Connected TV Into a Performance Channel

    It’s not a performance channel by default—you need the right tools to unlock its potential. MNTN Performance TV’s combination of targeting data, automated optimization, and accurate attribution transforms CTV into a revenue and conversion machine.

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      2021 Post-Holiday Connected TV Report

      Performance Marketers Dominated Connected TV in Q4.

      A look at streaming television’s year-over-year growth as a direct-response, performance marketing channel.

      We Analyzed Q4 Connected TV Campaigns

      MNTN Performance TV, our Connected TV ad solution, saw a massive surge in activity throughout Q4 2020.

      MNTN Performance TV, our Connected TV ad solution, saw a massive surge in activity throughout Q4 2020.

      While advertisers traditionally use television for awareness, CTV’s digital capabilities allow them to drive measurable conversions and revenue. The majority of our advertisers did just that—and helped cement CTV as an effective, direct-response performance channel.

      We analyzed CTV’s year-over-year growth, its changing role in marketing strategies, and the types of advertisers active on the channel. In order to better understand its consistency in achieving performance goals, we also compared advertisers’ Q4 2020 to their 2019 campaigns.

      • Most active CTV advertisers
      • Most campaigns launched
      • Most impressions served
      • Most revenue generated
      • Most conversions driven

      While advertisers traditionally use television for awareness, CTV’s digital capabilities allow them to drive measurable conversions and revenue. The majority of our advertisers did just that—and helped cement CTV as an effective, direct-response performance channel.

      We analyzed CTV’s year-over-year growth, its changing role in marketing strategies, and the types of advertisers active on the channel. In order to better understand its consistency in achieving performance goals, we also compared advertisers’ Q4 2020 to their 2019 campaigns.

      Here’s what we found.

      Year-over-year Growth

      Connected TV as a Performance Channel

      Our analysis of all Connected TV advertisers across the MNTN network reveals changes in CTV’s impact and role in marketing strategies.

      More Advertisers Added Connected TV Strategies

      Brands and agencies alike made Connected TV a part of their holiday strategy. Advertisers running Q4 campaigns on the Performance TV platform increased by two-thirds when compared to the previous year.

      The number of advertisers jumped 67% YoY

      Conversions More Than Doubled

      Advertisers across the MNTN network drove over twice as many conversions with Performance TV in Q4 2020 vs. Q4 2019.

      Total conversions increased 105%

      Less Awareness Campaigns, More Conversions

      While 20% of advertisers in Q4 2019 ran campaigns without a conversion point (like a signup or checkout page), that number dropped to just 5% in Q4 2020.

      95% of 2020 advertisers drove conversions

      Connected TV Played a Larger Role in Revenue Strategy

      More advertisers tapped into Connected TV’s money-making potential in 2020. While 41% of Q4 2019 advertisers used CTV for awareness or non-monetary based conversions (like a signup), advertisers in 2020 were more revenue-focused.

      What percentage of advertisers were revenue-focused?

      Q4 2019: 59%
      Q4 2020: 70%

      More Touchpoints and Engagements

      Performance TV served 1B+ impressions during this past Q4, resulting in a triple digit percentage increase compared to Q4 2019. The average advertiser served 48% more impressions during the 2020 holiday shopping season.

      148% more impressions served

      More Verticals, More Variety

      The 2020 holiday season saw a wider range of industries advertise on Connected TV. Both ecommerce and brick-and-mortar retailers were well represented, but so too were healthcare, charities, dating apps, and even B2B.

      Increased CTV presence in 2020:

      Healthcare / Insurance / Grocery Delivery / Dating AppsNews Publications / CharitiesTourism / B2B SaaS

      Year-over-year Growth

      Performance TV Advertisers: 2019 vs. 2020

      Analyzing Q4 campaigns for advertisers active in both 2019 and 2020 holiday seasons reveals they deployed higher budgets, generated more revenue, and increased efficiency.

      01

      These Advertisers Spent More in 2020


      They liked what they saw in 2019, and upped their commitment in 2020. Ad spend significantly increased year-over-year, suggesting these advertisers wanted well-funded budgets to drive key metrics.

      Total ad spend
      increased 44%

      02

      Revenue Excelled Alongside Increased Ad Spend


      With ad budgets increased, these advertisers reaped the benefits. Total revenue more than tripled for this group.

      Revenue
      skyrocketed 208%

      03

      ROAS Rose on Average


      With total ad spend increasing and revenue skyrocketing, average return on ad spend among these advertisers naturally improved as well.

      Average ROAS
      jumped up 21%

      04

      It Cost Less to Drive More Site Visits


      Another added benefit of increased budgets: driving more site traffic at a better cost per visit. Performance TV was responsible for nearly double the amount of site visits year-over-year, and delivered that increase with a lower CPV.

      23% reduction in the average cost per visit

      99% more Performance TV-driven site visits

      Key Takeaways

      Summary of Findings

      Summary of Findings

      MNTN Performance TV advertisers proved Connected TV to be an effective performance marketing channel. Not only did more advertisers integrate it into their Q4 marketing strategies, they leveraged it to drive conversions and revenue.

      The total number of Connected TV advertisers grew by 67% year-over-year on Performance TV.

      Revenue-focused brands made up the majority of new Performance TV advertisers in Q4 2020.

      Advertisers effectively drove conversions, with the total number increasing by more than double.

      Brands who ran Performance TV campaigns in Q4 2019 increased their budgets for the 2020 holiday season.

      Average site visits, ROAS, and revenue improved YoY for advertisers active in both 2019 and 2020.

      Transform Connected TV Into a Performance Channel

      It’s not a performance channel by default—you need the right tools to unlock its potential. MNTN Performance TV’s combination of targeting data, automated optimization, and accurate attribution transforms CTV into a revenue and conversion machine.

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