What TV and Media Execs Really Think of CTV Advertising
by Stephen Graveman
4 Min Read
Speak to a CTV Expert
From second-screen viewing, immersive experiences and full-funnel performance, read on as we share why CTV’s impact goes beyond the television screen.
5 Min Read
This post was produced in partnership with Lever Interactive, a digital advertising agency specializing in emerging channels.
Today’s consumers are expecting an experience from brands, which is something Lever Interactive, one of MNTN’s long-standing agency partners, understands better than most. As champions and early adopters of Connected TV, they have helped countless brands generate performance and ROI. “It’s no longer a differentiator, but an expectation. They want advertising that is relevant to them, and if they are going to be exposed with messages, they want them to be relevant to their consideration journey,” explains David Sutton, Vice President of Lever Interactive.
Television advertising has often been seen in the past as a standalone marketing channel where only advertisers with deep pockets could afford to advertise. And those who did invest hundreds of thousands of dollars (in some cases, millions) for a 15- or 30- second spot on prime time weren’t always guaranteed results, let alone the ability to measure them. Fast forward to today, and this opening statement is more myth than fact—Connected TV has made television advertising as accessible and as cost-effective as any other marketing channel. CTV advertising solutions like MNTN Performance TV made it easy for brands to upload their creative, set their campaign and targeting parameters (akin to advertising on social media), and then let machine-learning do the rest to optimize their campaigns for performance.
However, we understand that television advertising is one (big) spoke in the marketing wheel that complements other channels. Let’s explore how it makes the wheels turn.
Did you know that 90% of consumers haven’t made a decision about a brand before starting a search? With that in mind, it’s even more vital to reach users across different touchpoints and be more intentional with their brand message. “[Brands] can no longer rely on a one-touch approach…creating more personalization across channels via different messaging, creative and ultimately, more information and exposure to value props provides the audience with an experience that outranks exposure alone,” says Sutton.
MNTN’s Multi-Touch feature was created to provide a fully immersive ad experience, which starts with the Connected TV screen and ‘extends’ the campaign by serving related ads across a user’s other household devices. This approach has a number of benefits:
Omni-Channel Marketing Best Practices
“We wanted to understand the engagement and return considerations when a user was served an ad after being exposed to a CTV spot compared to our tried-and-true remarketing efforts. We found that MNTN Multi-Touch ads drove a 83% stronger conversion rate with significantly less investment, which led to a 73% more efficient cost per acquisition compared to paid search remarketing,” explains Sutton, whose team utilized the MNTN Multi-Touch feature across their client base with great success.
So, you’re considering adding Connected TV advertising to your current marketing strategy (nice move!)—what next? There are a couple of things to keep in mind to make sure your omni-channel campaign runs as optimally as possible.
However, no omni-channel campaign is successful without a solid audience targeting strategy in place. Up next in this content series, we demonstrate the audience capabilities on Connected TV advertising platforms like MNTN. If you missed part one of this series, where we provide a lay of the land of the Connected TV space, you can read all about it here.