Delving into a new ad format is a big deal for any brand. So much research, advocacy, and strategizing goes into the decision, especially in today’s economic landscape of tightened budgets and heightened performance expectations.
Regardless, it’s not stopping advertisers from flocking to Connected TV advertising. And we mean flocking—on MNTN’s Performance TV ad platform, over 93% (!!) of advertisers are new to TV. But what’s making so many brands make the leap?
Is it because CTV reaches more than two thirds of the U.S. population? Or because 69% of advertisers rank CTV among the top three channels for achieving their marketing goals?
We partnered with MNTN to get to the bottom of this growing trend among advertisers. Here’s what we found:
But consumers aren’t just tolerant of ads—they’re showing preference to certain types. 40% of consumers say they’d be willing to watch 3-4 ads personally targeted to them.
For advertisers, the appeal only expands from there. When compared to the same ad in a mobile digital in-stream environment, unaided recall with big screen TV ads is 2.2x higher and purchase intent is 1.3x higher. Tally that all up and it’s no wonder consumers behavior is pointing advertisers in the direction of CTV.
MNTN’s AI can provide creative recommendations based on proven best practices, yielding incredibly critical results.
When MNTN did this for their own brand campaign, the creative testing led to a 95% increase in conversion rate. And they ran into some surprises along the way. MNTN found that ads showcasing their product and features with a voiceover by their video director (great job, Ben) actually outperformed ads that featured their highly recognizable CCO, Ryan Reynolds. Who would’ve thought?
Meanwhile, AI is becoming more pervasive and giving advertisers access to real-time insights and optimization tools.
On MNTN, for example, AI provides you with a list of recommended audience keywords and matches them to consumers who are mostly likely to visit your site and convert. From there, your budget waterfalls, starting with your highest-intent consumers. The results? MNTN found that their matched audiences generate 6x more site traffic, 2x more revenue, and 2x lower cost per acquisition than traditional audiences.
A critical metric is growing alongside CTV’s segment share: attention.
From Q1 2023 to Q3 2024, CTV attention scores saw a massive 21% increase.
Coupled with the fact that video attention scores jumped to 38.41 in 2024, CTV’s future is looking green with growth.
As attention becomes one of the metrics that matters most, streaming leaders like Netflix and Amazon are noticing these trends and embedding interactivity into ad formats. More and more advertisers are prioritizing programmatic accessibility and interactive capabilities as CTV is solidified as a tool that captures the entire marketing funnel.
Make the most of your marketing mix.
Maybe you’re ready to dip your toe in CTV…or do a full cannon ball. Either way, MNTN makes it easy to run, test, and optimize TV ads. Case in point: they use their own platform as an essential traffic driver (it accounts for 25% of website traffic). Bring your loftiest CTV goals to them and see what you can achieve together.
This paid content is produced in collaboration with MNTN
Illustration by Jenny Chang-Rodriguez
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