Connected TV

The (TV) Doctor Is In: Solving Common CTV Struggles

The (TV) Doctor Is In: Solving Common CTV Struggles

3 Min Read

In a recent survey conducted by Marketing Brew and MNTN, we found some shared pain points among Connected TV advertisers. Right now, these concerns center around targeting, measurement, and efficiency — three key elements of a successful CTV campaign. 

To help solve these challenges, Jon Zucker, Senior Product Marketing Manager at MNTN, recently joined Marketing Brew to discuss how advertisers can take action. He dove deep into how attribution works on CTV, how it can enhance targeting, how CTV is measured, and more. Let’s explore the highlights:

An Effective Performance TV Strategy  

As advertisers explore today’s CTV landscape, many have found that not every platform was created equally. Once upon a time, due to the lack of audience targeting on linear TV, advertisers could only use TV as a reach vehicle. Because of this, marketers were forced to focus on consideration-level ads, even if loyal customers were watching — and many CTV platforms have kept this same playbook. 

Frankly, we threw ours out the window in 2009. With the right technology, CTV can be an incredibly effective performance marketing channel, driving higher site traffic, conversions, return on ad spend (ROAS), and more. 

According to an eMarketer survey, 41% of advertisers are looking for performance-based CTV solutions — and you’ve found it. With the right platform and a successful strategy, advertisers can effectively run a performance marketing campaign on the biggest screen in the house. Let’s explore some of the specific elements needed to get started: 

Precision Targeting

The days of just hoping someone saw your ad are gone — at least, they should be. Today, you can combine the prestige of television with precision audience targeting to deliver results at scale for your business. 

No matter where your customers are on the sales funnel, you can reach them with CTV. With both prospecting and retargeting options, you can connect with your current and potential target audiences. So whether you’re ready to advertise to your existing customers or a new segment for the holiday season, you can make it happen. 

Measurement and Attribution 

As Zucker explained in the webinar, many different attribution models are available for advertisers. But many of them don’t provide all the information advertisers need to run a successful campaign. 

A strong and effective attribution model is essential for long-term success across digital platforms. With accuracy and transparency, your attribution model should be able to provide clean data to boost ongoing performance. As platforms offer more transparency, advertisers can view the true impact of CTV alongside their other performance channels. 

At MNTN, we use Verified Visits™, which is our proprietary attribution model. This ensures your CTV campaign gives credit where credit is due. If a non-MNTN referral source is detected — either from a paid or organic marketing channel, such as a paid search ad or a CTA button in a marketing email — then MNTN does not take credit for that site visit. 

Efficient Digital Advertising 

Especially for first-time TV advertisers, the idea of CTV can be daunting. Many teams feel like they might not know what to expect or that they don’t have the skills to make it happen. 

While we’d like to get rid of your pain points in the blink of an eye, we’ll have to settle for the click of a button. With a similar interface as many other digital marketing platforms, MNTN’s simple activation CTV solution allows advertisers to jump right into campaign setup without worrying about learning an entirely new process. 

Make the Most of Your CTV Experience  

In order to run and optimize your campaign effectively, you’ve got to tackle the CTV struggles in your way. But don’t worry, you don’t have to do it alone. With a product centered around audience targeting, accurate measurement, and efficiency, you can meet your goals. 

Watch the full webinar here to learn more about making the most of your CTV experience.