Performance is a hot topic in the connected TV industry these days.

These days, marketers anticipate that streaming initiatives will provide outcomes beyond awareness and reach, farther down the funnel. A lot of performance-driven marketers use sales growth and online conversions as justifications for any significant, long-term investment in CTV.

However, what does CTV’s designation as a “performance channel” actually mean?

READ MORE: Global Ad Spend Forecasts Show That CTV Will Eventually Replace Linear

Ultimately, “performance marketing is outcomes-based advertising,” according to Jay Trinidad, Moloco’s head of strategy and general manager of the Asia Pacific business. Having worked for Google, Disney, and Discovery (now Warner Bros. Discovery), he has experience with performance marketing in linked TV and online environments.

He added that a stronger emphasis on remarketing is essential to CTV performance.

Right on target

For performance marketers to continue investing in a given channel, including streaming, they must increase return on ad spend.

READ MORE: CTV/OTT Programmatic Advertising

One way to increase the direct attribution of a CTV ad buy is with QR codes. Retargeting CTV advertisements to mobile devices is one method that programmers and agencies are experimenting with to link CTV impressions to conversions, according to Trinidad.

Joel Cox, co-founder of Strategus and SVP of strategy and innovation, stated that retargeting exposed viewers on mobile is the greatest method to optimize the impact of a CTV campaign.

However, signal loss increases the difficulty of CTV-to-mobile retargeting. It is more challenging to identify a mobile device’s IP address to a home as third-party cookies are disappearing and access to Apple IDFA is restricted for marketers (many choose not to utilize it).

READ MORE: The History Of CTV And OTT

Nevertheless, in order to meet the need for tailored advertising, agencies, publishers, and ad tech companies are coming up with creative solutions. Strategus announced earlier this week a relationship with Intent IQ, an identity supplier that employs first-party cookies to obtain information about visits to publisher sites, including IP addresses, browser types, and device types, in order to reach CTV viewers on their mobile devices.

Let’s go on to the credits.

However, without credit, a performance cannot exist.

Budgets for streaming will only be moved to streaming by many performance marketers if the platform can deliver outcomes as fast and precisely as other digital platforms.

READ MORE: Although CTV Ad Targeting Is Becoming More Avanced, Data Quality Is Not

To enable Unity’s app advertisers to add CTV inventory to the platform they already use, Roku and app monetization platform Unity unveiled a new interface last month. Clients of Unity can specifically target their data against Roku’s identification graph and monitor performance in addition to their other digital ad purchases made through Unity.

If digital-style attribution is available, a lot of brands are willing to support CTV.

After experimenting with MNTN’s self-serve ad platform—which has a direct link with Google Analytics—blanket brand Rumpl, for example, recently began allocating funds to CTV. This allows the brand to evaluate impression delivery and attribution between CTV and Google-owned channels.

Naturally, digital marketers prefer to invest in streaming programmatically when they do so. This sentiment would account for the current buzz over programmatic expansion in the CTV industry.

Programmatic consumption of direct CTV spending increases in tandem with industry efforts to convert CTV into a performance channel, according to Moloco’s Trinidad.

What I want to know is, will CTV embrace programmatic and performance marketing in 2024? Time will tell.


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