What it takes to succeed with a performance advertising approach
CTV will account for 40% of upfront ad spending this year, worth more than $8.1 billion. And while many brands will still focus on awareness, a growing number of advertisers are looking to take advantage of CTV’s ability to drive measurable, full-funnel results. So what does it take to be a performance TV performer?
A new report from MNTN, “Performance Television—The New and Improved TV Advertising,” provides an overview of performance television advertising, including best practices on using CTV to drive outcomes and bottom-line brand growth.
Insights include:
The role of programmatic: While upfront buying is an established TV practice, performance TV success often goes hand-in-hand with the flexibility of programmatic buying.
The right timing: MNTN research found that the first 75-90 days are critical to driving performance, especially in terms of training CTV auto-optimization.
A two-punch strategy: Advertisers that launch with prospecting and retargeting deliver 27% more site traffic than those who launch with prospecting alone.
Set your brand up for performance TV success. Download the report.
