The Ad Gift That Keeps on Giving: CTV’s Must-See Features for 2024

3 Min Read

In the last few years, advertisers have seen the significant impact of Connected TV and its importance within marketing strategies. Now that many teams have started using the platform, it’s time to take a closer look at the leading features that help marketers reach their goals. 

Jon Zucker, Sr. Product Marketing Manager at MNTN, recently joined Ad Age to discuss CTV’s must-see features for the year ahead. Let’s take a look at some of the conversation: 

The 2024 CTV Wishlist 

When weighing CTV partners, there are a few specific features you’ll want to make sure they have. (We’ll cover three of the wishlist items — but you’ll have to watch the full webinar linked below for the others.) 

Automated Optimization 

Today, generating effective performance on every marketing channel is essential. With often limited budgets and economic uncertainty, marketers are searching for every way to make their marketing dollars go further. 

When looking for a Performance TV platform partner, make sure they have effective automated optimization. MNTN has built-in features that optimize campaigns in real time, allowing marketers to reach their goals faster and more efficiently. By using website visit and conversion data, the MNTN platform always pursues the best possible performance.

Precision Audience Targeting 

Without customers, the whole sales process kinda falls apart, so we don’t need to tell you the importance of audience targeting. But now more than ever, reaching the right people is critical. With MNTN’s audience tools, you can reach first and third party audiences, driving both prospecting and retargeting. This is especially important since you’ll want to launch both strategies at the same time. MNTN Research found that advertisers who launched both prospecting and retargeting at the same time delivered 27% more site traffic and ~2x more ROAS than those who launched with prospecting alone. 

Effective Ad Creative 

You’ll want a CTV partner that can help you with video creative. With different platforms and audience segments, there’s a lot of content to create — and we don’t think you should have to do it alone. 

MNTN advertisers have access to different creative solutions, including Creative-as-a-Subscription™ and QuickFrame. These solutions provide different options depending on your use cases, platforms, and budget. You’ll also want to consider the potential advancements available to streamline the creative process. 

Before we head into the new year, check out some of our favorite performance-focused ads from MNTN advertisers in 2023 here. 

The Next Generation of CTV 

Not long ago, television was only an awareness-based medium for advertisers. Sure, they could reach a lot of people, but there were limited (if any) targeting capabilities and inefficient measurement. Without these key data points, it’s difficult to make decisions — let alone effective ones. 

While we’ve been actively changing this for a while, we recently entered into a new generation of CTV. MNTN launched a major software upgrade, which features an improved optimization engine that marketers can use to deliver better performance than ever before. On average, it’s driving 38% more site traffic and 27% lower cost per acquisition for our advertisers’ Performance TV campaigns.

Must-Have CTV Features for the New Year  

Between the industry shifts and the emergence of new ad-supported streaming options, there’s a lot to keep in mind. And as we head into 2024, marketers are all doing their best to stay ahead of the competition. 

Ready to get started? Watch the full webinar here to learn more about creating an effective CTV strategy in 2024.