Seeing Connected TV Through a Search Marketer Lens 

3 Min Read

As a search marketer, you’re likely more focused on keywords and intention than you are on Connected TV (CTV) — but it might be the perfect addition to your campaign. If you’re looking for a way to complement (and potentially optimize) your current strategies, the right Performance TV (PTV) platform could have the tools you need to take your digital marketing to the next level. 

Rebeccah Bakich, Digital Marketing Manager at MNTN, recently joined Search Engine Land to discuss how search marketers can utilize Connected TV to make a significant impact in their campaigns. Let’s take a look at some of their conversation: 

How Does Search Marketing Help on CTV? 

It might seem odd at first, but paid search and CTV aren’t that different. They’re both digital performance marketing platforms focused on helping brands connect with audiences through precision targeting. Plus, many search marketers can use their existing paid strategies to hit the ground running with CTV. 

A Performance Approach to TV 

While TV (and even certain CTV solutions) can only create brand awareness, other solutions, like MNTN, focus on driving performance (with awareness being more of a bonus). With features similar to other digital marketing channels, like paid search and social media, MNTN’s PTV platform might feel more familiar to advertisers than they might expect, with tools that can help complement and boost their existing strategies. 

But what exactly do those performance features look like? Let’s walk through a few of them: 

Audience Targeting 

We know intent means a lot to search marketers. We get it; intent means a lot to us, too, which is why we have audience targeting tools to help you reach every portion of the sales funnel. With the ability to use both first and third party data, you’ll be able to reach high-intent audiences while simultaneously acquiring lower funnel viewers. 

Brand Safety 

As many social media channels and other ad platforms have become more volatile than ever, many advertisers are searching for new ways to ensure their brand lands alongside quality, brand-safe content. 

As one of the largest buyers of TV advertising, we provide premium inventory to advertisers at competitive rates. And we only serve ads on premium CTV inventory, which ensures brand safety for our advertisers. By using our platform, brands can air non-skippable, 15- and 30-second ads on more than 150 of the most well-known and trusted streaming TV networks. 

And this pays off for those advertisers. We found that ads optimized for brand safety led to increased viewing time and higher conversion rates, suggesting premium content allows viewers to connect more effectively with the advertiser’s messaging. 

Measurement and Attribution 

You used to have to take a close-your-eyes-cross-your-fingers-and-hope-your-ad-worked approach with TV, but (thankfully) those days are gone. With the right performance platform, you get the features of digital combined with the prestige of television advertising — a duo that creates a captivating experience for your audience. 

Our in-depth reporting gives advertisers the insights they need to make effective data-driven decisions. With this information, you’ll be able to confidently understand what’s working well and what needs to be optimized. 

The Halo Effect 

If you’ve been here for a while, you might be familiar with CTV’s halo effect. This phenomenon occurs when advertisers add CTV to their performance marketing mix, specifically alongside paid search and paid social media. With paid search, we’ve seen patterns of longer session durations and higher conversion rates after brands added MNTN to their strategies. 

Boost Your Performance with CTV 

By adding CTV to your existing performance mix, you have the potential to reach more customers, boost your existing campaigns, and create an expanded digital presence. Watch the full webinar here to learn more about boosting your marketing strategy with CTV.