The Amazing Streaming Balancing Act
by Cat Hausler
6 Min Read
Speak to a CTV Expert
Join us as we take a walk down memory lane over the past few years in the Performance TV space.
6 Min Read
We celebrate our ten year anniversary in ad tech this year, and three years in Connected TV. It’s been a whirlwind of a ride and prompted us to take a walk down memory lane and note down some of the key takeaways from our journey.
We’ve proved the disbelievers wrong – Connected TV isn’t just TV, it’s another digital channel that can be added to your performance marketing mix. One that can be targeted, launched and reported on in the same way as you would on social media or display.
Such a performance channel achieves a few things:
We love a good statistic here at MNTN HQ, 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 . This is why we exclusively serve Performance TV ads to television screens, not on any other device. We haven’t ignored the fact that we live in a mobile-first society, however, which is why Performance TV campaigns also serve related ads on mobile and desktop (in addition to ads served on CTV) to keep your message fresh as your audience moves from device to device – otherwise known as the ‘Second-Screen’ phenomenon. This is how it works on MNTN Performance TV:
We mentioned earlier that users are consuming content on their mobile more than ever before, but not everything is moving there. Did you know 70% of Connected TV is streamed on TVs? If we study the user patterns from sign up 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 in thanks to these factors:
Considering the similar amount of time spent on TV versus mobile, advertisers get a lot more value from 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 one to two ads at a time. This means two things:
The learning never stops, though! We are continually redefining and evolving our solution to help our customers with their advertising goals, and have some exciting updates coming your way this year, so watch this space.
Say what now? Yes, you can retarget on Connected TV – it wouldn’t be a true performance ad platform otherwise! We let advertisers retarget in the way they feel would best resonate with their audience, which means you can serve 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 – since Performance TV has an average 97% completion rate, it’s a sign that audiences are engaged with the content – hence drives better performance when it comes to other metrics like display retargeting, after launching their campaigns.
The next question you might ask: How would you know who clicks on your ad from a Connected TV commercial, though? Once a fantasy for many marketers is now a reality – thanks to Performance TV Verified Visits. This tracks anyone who views your ad, and all the actions afterward – it’s this data that is truly powerful in optimizing your future campaigns and helps guide digital marketing strategy (in addition to the retargeting benefits).
We have several streaming TV retargeting success stories under our belt and continue to add them to the list, such as this major home supply retailer that pitted a retargeting test between Performance TV retargeting and Display-Only retargeting. Performance TV retargeting outperformed across all major KPIs like ROAS, CPV, site conversions and site visits with a better ROI to boot.