Pay TV and Cable Lost 5.8M Subscribers in 2022
by Frankie Karrer
3 Min Read
Speak to a CTV Expert
It’s all in the Data
4 Min Read
Last week we took a peek at the hidden benefits of Connected TV, including how it powers better creative and makes better advertisers. But as we noted, this didn’t even scratch the surface of what CTV is capable of.
You may think you know all the benefits of CTV, but there’s so much more. That’s why we’ll be revealing them in our upcoming webinar with Adweek. Register now (or click the image below) to join us on Tuesday, October 26th at 1pm ET/10am PT and learn some surprising perks of the ad channel called CTV.
In the meantime, here’s just some of what you can expect.
Television remains one of the most powerful and influential forms of advertising in the world. As a multimedia format, it uses visuals and sounds to inspire, engage, and entertain. As a result, some of the most successful ad campaigns of all time have been television ads. But in today’s digital age, linear TV has natural shortcomings that put it behind other formats – namely the ability to target audiences and get granular performance metrics.
CTV acts as a marriage between linear TV and digital marketing, combining the best of both worlds into a powerful format. As a result, it’s TV that acts like a digital ad channel – the powerful storytelling medium of TV mixed with precision audience targeting, more accurate reporting, and meaningful analytics.
As an audience-first ad channel, CTV enables brands to target their audience regardless of when or where they’re watching. Gone are the days of linear TV ad buys when brands had to figure out what shows their audience liked, when they’d be watching, and hoping they’d see the ad. CTV ensures that your ad is being seen by the right people – and provides the metrics to back it up.
As we’ve discussed before, MNTN recently used Performance TV’s built-in A/B testing to run two different ads with our Chief Creative Officer, Ryan Reynolds – and the ad that performed better shocked us all and defied expectations. This revelation was made from data not possible with linear TV – and using this information we were able to seamlessly switch over to the more effective ad without an issue. Think about how many ads are run on linear TV every day – do the brands behind them know they’re working? Or are they just going off gut feeling and conventional wisdom?
CTV empowers creativity by giving you data based on your ideal audience’s reaction to the ad they’re seeing. No more guessing, no more assumptions. Now brands can see in real-time what’s working, what isn’t, and use this data to refine their creative approach for performance optimization. Then CTV-backed metrics like site visits and conversions – measured and tracked by Performance TV’s Cross-Device Verified Visits attribution model– complete the picture to track the customer journey from start to finish.
After all this talk about how CTV ads outperform linear TV, you might be surprised to hear this: it also helps brands with their linear TV campaigns. Surprised? It all comes down to the data that premium CTV ad platforms provide. For instance, MNTN’s Performance TV is equipped with network-level reporting, showing you where your audience is watching. As a result, you get real-time feedback on which networks your audience saw your ads, and even eventually led to a conversion or website visit – helping to inform linear TV buys.
Further, the A/B testing benefits we discussed above can also be applied. By easily and seamlessly testing what ads are most effective on CTV, you can tweak and apply your most effective ads to your linear campaigns – saving time, money, and a lot of headaches.
As you can see, CTV is more than just running ads on streaming TV services – it makes better ads, better advertisers, and can even lift campaigns across other mediums like linear TV. But it doesn’t stop there. That’s why we’re holding a webinar to take a deep dive. Join us and Adweek to learn more about unlocking the secrets of CTV. Don’t miss out – RSVP today.