Rad-vertising, or How Streaming Services and Brands are Using 90s Nostalgia To Drive Performance
by Cat Hausler
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Performance TV retargeting campaigns generated more conversions and better ROAS
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Streaming TV’s surge in popularity isn’t just changing how we watch television—it’s changing how advertisers generate ROI.
New research found that advertisers who used Connected TV for retargeting generated better campaign performance than those who ran display-only campaigns. The new data, which was sourced from MNTN Performance TV advertisers, found improvements in key direct-response metrics.
Performance TV Retargeting vs. Display-Only Retargeting
In addition to the stats you see above, we should add that the Performance TV retargeting campaigns took an average of 30% fewer impressions to generate a conversion. That means it took far fewer ads to convince a shopper to convert.
So why is performance better with Performance TV retargeting? It comes down to a better ad (and user) experience.
User behavior is also a major factor. TV watching is a very passive experience in which the audience sits back and settles in to watch their show. This gives the ad an opportunity to be watched, consumed, and make an impact. On the other hand, display ads are served when users are browsing the internet and focusing on other tasks. Display-only retargeting ads have a higher hill to climb when it comes to grabbing user attention.
You need to have your ads and message spread across the devices where consumers spend their digital time. Connected TV is becoming a major part of consumers’ routines, which means you can’t just keep your retargeting ads solely on display any longer.
An omnichannel approach is a best practice for a reason. It keeps your brand’s presence consistent across multiple ad channels and devices, immersing your audience in your message. With that in mind, Performance TV retargeting campaigns are equipped with the Audience Extension feature, which automatically serves related display ads to your audience across web and mobile.
This ensures they see your message on Connected TV then on their phones, laptops, or tablets. We recommend advertisers match the look and feel of their accompanying display ads to that of their Connected TV creative. This has two major benefits:
If retargeting is currently part of your marketing strategy, you should strongly consider adding streaming TV ads to your approach.
Performance TV retargeting outperforms display-only because it offers more—it gives you the technical advantages of a digital retargeting campaign but adds TV commercials to strengthen your campaign’s impact. And just like a digital an ad channel, it comes equipped with all the reporting and analytics you need to measure success.
Don’t limit yourself or your performance by sticking with display-only. It’s time to bring your retargeting onto the big screen—schedule some time to speak to an expert and get started today.
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