The Amazing Streaming Balancing Act
by Cat Hausler
6 Min Read
Speak to a CTV Expert
Your destination for the latest CTV stats, trends, and insights.
3 Min Read
Despite the economic uncertainty during the last few months hanging like a cloud over marketers everywhere, one channel in particular seems to be weathering the storm. In Q4 of 2022, Connected TV generated more conversions, revenue, and website traffic than in its history as an ad channel (according to data sourced from the MNTN platform). In MNTN Research’s “Q4 Performance TV Report,” it was revealed that CTV advertisers on the MNTN platform saw their conversion rate improve by 21% on average versus the same time period in 2021. And those advertisers were able to expand their reach as well, with impressions served to 69% more users.
Part of the reason for that growth is Connected TV’s ability to serve as a full-funnel option for advertisers. While linear television has been traditionally viewed as top-funnel (due to its wide reach but limited measurement capabilities), with CTV, advertisers can tap into 3rd-party data sets to reach new audiences, and then retarget any of those new website viewers through their smart TVs and streaming platforms. As a result, our data found that advertisers on CTV reached 64% more users when prospecting than retargeting, but had a 5X higher ROAS for their retargeting campaigns vs. prospecting. Ultimately, in order to take full advantage of the capabilities of CTV, marketers should be driving both upper and lower funnel campaigns strategies through this powerful ad channel.
How Rumpl and Replacements Got Creative With CTV Ad Production and Media Buys
This year, marketers are balancing multiple priorities, including the convergence of two trends: the growth of CTV advertising and economic uncertainty impacting ad budgets.
Why Inflation and the Rising Costs of Streaming Are Driving Viewers to Ads
CTV is more ubiquitous, popular, and expensive than ever. In the past year, almost every major streaming service raised their prices for ad-free streaming—and unfortunately, these price increases come at a time when inflation is impacting all aspects of life globally.
How CTV Can Deliver Market Research for B2B Marketers
CTV is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced streaming options. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.
Why not receive our CTV advertising report, right to your inbox? Just enter your email below and you’ll never be out of the CTV / OTT advertising loop again.
Subscribe to the report Apple, Amazon, NBC and more use to get their CTV news.