Navigating the Growing Connected TV Advertising Landscape
by Jaci Schreckengost
3 Min Read
Join us as we take a walk down memory lane over the past few years in the Performance TV space.
6 Min Read
Happy birthday(ish) to us. We’re celebrating over a decade in ad tech, and six years in Connected TV. As Performance TV pioneers, our whirlwind of a ride has us taking a walk down memory lane to note down some of the key takeaways from our journey.
We’ve proved the haters wrong: Connected TV isn’t just TV; it’s another digital channel that can be added to your performance marketing mix. It can be targeted, launched, and reported on in the same way as you would with social media or display.
Such a performance channel achieves a few things:
We love a good statistic here at MNTN, so here’s one for the books: Shoppers are not only twice as likely to buy a product after seeing it on Connected TV, but have twice as much affinity with these ads than on Linear TV. That’s why MNTN exclusively serves Performance TV ads to television screens. But we also know we live in a mobile-first society, and audiences are going to have their devices in hand when they watch (also known as the “Second-Screen” phenomenon).Performance TV campaigns also extend your campaign message beyond the TV screen to every device in the household—including phones, tablets, and desktops—to keep your message fresh as your audience moves through their day. This is how it works on MNTN Performance TV:
Yes, users are consuming content on mobile devices more than ever before. But not all content—not by a long shot. Did you know 88% of American households now own at least one internet-connected TV device? Or that 70% of Connected TV is streamed on TVs? If we study the user patterns from signup through to viewing, it’s clear that Connected TV is a winner over time.
As you can see in the visual above, the migration from other devices to Connected TV is a quick one, all thanks to these factors:
Considering the similar amount of time spent on TV versus mobile, advertisers get a lot more value out of delivering Performance TV ads. Unlike Linear TV, where you’ll find three to five commercials squeezed between programmed content, Connected TV ads appear less frequently, with just one to two ads at a time. Here’s why this matters:
The learning never stops, though! We’re continually redefining and evolving our solution to help our customers achieve their advertising goals, and we have some exciting updates coming your way this year, so watch this space.
Say what, now? Yes, you can indeed retarget on Connected TV—it wouldn’t be a true performance ad platform otherwise! We let advertisers retarget however they feel would best resonate with their audience, be it serving a user who visited your site a retargeted Connected TV ad or vice versa. It’s proven that this works, too. This ties back into our Living Room Quality offering—Performance TV has an average 97% completion rate, which means audiences are engaged with the content, which drives better performance than other metrics like display retargeting.
But how would you know who clicks on your ad from a Connected TV commercial, though? What was once a fantasy for many marketers is now a reality, thanks to MNTN Verified Visits™. This feature allows you to track when someone views your ad, and whatever interactions they have with your brand afterward. This is the data with the most power to optimize your future campaigns and guide your digital marketing strategy (in addition to the retargeting benefits).
The list of our clients with retargeting success stories keeps growing. Take this major home supply retailer, for example, who tested Performance TV retargeting against their Display-Only retargeting campaign. Spoiler: Performance TV retargeting outperformed across all major metrics like ROAS, CPV, site conversions, and site visits—with a better ROI to boot.
So there you have it—our walk down memory lane has been nothing short of rewarding, but we’re just getting started. Connected TV has a bright future ahead, and we’re looking forward to seeing where that road takes us.