What Is Performance TV?

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What is Performance TV?

Performance TV is necessary to know about as an advertiser in this digital world. Many people ask “what is performance TV”, how it works, and how it is helpful for advertisers?

Performance TV has paved pathways for advertisers and helped them to boost their TV reach and frequency. Performance TV is expressed via connected TV advertising platforms and allows advertisers to target desired and required audiences without any hesitation. It can help them to focus on driving users and conversions.

How is Performance CTV helpful for Advertisers?

Advertisers must always have given maximum efforts for productions to promote products and services but the old typical method was quite time-consuming.

Performance TV advertising helps advertisers to spread and viral their products or services on multiple platforms by targeting specific and vast audiences. By targeting a vast audience, performance TV helps them to boost their earnings and ultimately their incremental revenues and gives them benefits. Performance TV advertising also allows you to initiate and control campaigns that can be altered and controlled by the advertiser or the advertisers connected TV agency partner at any time.

Performance TV drives results and meets expectations and estimates. Performance TV helps advertisers measure their campaigns and conversions more efficiently and effectively. Multiple companies and industries use performance TV advertising to get maximum effort productions and maximum TV reach. Some common brands to mention are YETI, Montblanc, and Alexander Wang. Performance TV is the best to get maximum customers and growth with less effort and energy and ultimately at a lower price.

Performance TV Advertising

Performance TV advertising makes everything easy and clear. Performance TV advertising is one of the best ways to deliver your streaming TV commercials to a specific and targeted audience. Performance TV advertising is done through connected TV devices that help to attribute your campaigns and report on those campaigns by you (the advertiser) or the connected TV agency partner.

Connected TV Agency

Keynes is one of the emerging and best connected TV agencies. Our services cover all the important keywords of performance TV advertising like connected TV advertisingconnected TV ads advice, FEP advertising, and many others. Other examples of connected TV agencies could be MNTN advertising or TVScientific, but Keynes is a full-service partner. Almost like an extension of your marketing team.

Connected TV: Connected TV or CTV advertising is the way performance TV can be implemented regarding its connection with the internet. Think smart TVs for some of the best examples of connected TV, including Apple TVRoku, Chromecast, Xbox, and Amazon Fire.

FEP advertising: FEP advertising or full episodes player advertising is the same as full TV content with multiple breaks and stops for TV commercials and ads. These resemble a traditional TV experience, i.e. non-skippable and 15, 30, or even 60-second-long TV spots.

What is Connected TV Advertising?

Connected TV is any device that can be connected to the internet. A Connected TV is a device (think smart TVs or even desktops, mobile phones, and tablets) connected to the internet, that enables viewers to consume television content through premium networks, or OTT content. As mentioned above, some devices include Apple TVRoku, Chromecast, Xbox, and Amazon Fire.

Connected TV vs Linear TV: What is linear TV? What is linear TV advertising? In contrast to Connected TVlinear TV is a typical and old device that was being used for watching TV programs, dramas, and specific programs at a specific time. There’s no connection between them; you have to sit before the TV to watch it at a specific time (as you probably already know). Connected TV is best to provide anything anywhere without being restricted on time. Linear TV advertising is a bit typical and has almost ended at this age.

Connected TV vs OTT TV: OTT TV means over-the-top televisionOTT TV is the content on TV programs like dramas, movies, and TV shows. These are found on specific streaming platforms by directly downloading content from the internet. Some of the best examples of OTT TVs or Connected TV providers are Hulu, HBO Max, PeacockDisney Plus, and Amazon Prime. It’s a bit different than Connected TV as Connected TV is vast and latest of all.

How does Connected TV Advertising Work?

From time to time, advertisers were struggling with promoting their products and accessories to boost their sales. As connected TV advertising has evolved to what it is now, CTV is very easy to see the measured results in REAL time, which we also consider “Performance TV“.

Brands are now able to advertise products on multiple platforms based on the consumer who may be interested in purchasing the product or service. This means less waste and more optimization. To see your connected TV campaigns turn into Performance TV follow the below strategies:

1. Targeting your audience

Targeting your specific and desired audience is a necessary connected TV strategy. Connected TV ads target high-intent viewers. By targeting your audience, you’re letting those potential customers know about your brand.


2. Reporting in REAL time

With linear TV, advertisers and traditional ad agencies are not able to see the progress of their running campaigns. Connected TV advertising can present advertisers with real reporting on metrics like impressions, Cost-Per-Visit (CPV), Cost-Per-Acquisition (CPA), and Return-On-Ad-Spend (ROAS). You can see the impact of a TV commercial and optimize it based on the audience most engaged. Advertisers can now see and have access to measure TV campaigns with the help of connected TV advertising.

Connected TV Advertising Examples

To show off some Connected TV examples of targeting methods–target a specific person or audience based on their interests, location, income, device, search history, behavior, and many other things. Some of the best and most typical connected TV examples that can be targeted by Keynes are:

  • Activities & Interests: Some people do workouts at home and look for workout equipment. Some people go to the gym often. Others want results with exercise supplements. Showing specific ads that cater to this group helps specific advertisers in health and wellness to sell their products or services easily and fast.
  • Demographics: Gender, age, and household income are the key factors in showing ads according to them. For example, some brands are gender-specific such as health supplements for women. Some brands are age-specific such as gaming apps targeting younger generations. Lastly, other brands are household income-specific such as luxury furniture products.
  • Location: Location is also a factor for targeting users where your product or services are sold or even testing which areas are performing best with the product or service.

Connected TV Strategies – DR vs Branding

Direct Response – Performance-Focused

A Direct Response approach to creating a TV commercial gives the viewer an immediate solution. Steps to follow include:

  • Does it make me put my phone down?
  • Can I tell who the advertiser is at all times?
  • Does it tell me what to do and where to go?
  • Does the video look professionally made?
  • Is there a strong USP?

Branding – Awareness-Focused

A Branding approach to creating a TV commercial gives the viewer an overview of who you (as the brand) is. Steps to follow include:

  • Does it make me put my phone down?
  • Is the video memorable?
  • Will I have to see this ad more than once to remember it?
  • Will I talk about this ad later with friends?

To see how these tips+tricks of producing great connected TV examples head to our One View TV Commercial Reviews HERE where you’ll find our CEO review TV commercials.

Connected TV vs Linear TV Metrics

Connected TV metrics show that people are modernized and using industry-leading cross-device technologies. TV performance metrics give higher incremental ROI for advertisers. Examples of connected TV KPIs that can be measured as Performance TV are as follows:

  • Reach / Impressions
  • Cost-Per-Visit (CPV)
  • Cost-Per-Acquisition (CPA)
  • Return-On-Ad-Spend (ROAS)
  • Devices
  • TV Networks
  • Creative, and more.

Linear TV still hasn’t caught up to modern time reporting methods. Most viewers have left the commitments of cable television and have entered the streaming TV world. Linear TV advertising is less beneficial as a marketing channel unless it’s used solely for branding with the understanding of less performance and large upfronts.

TV Advertising Metrics are a good thing in the sense that it helps an advertiser to see how many people have viewed your ad, clicked on your ad, and even converted based on your ad. Connected TV metrics help advertisers see all the metrics you can see with Display advertising. With the help of connected TV advertising, advertisers can see the results right in front of them and optimize based on them.

Performance TV – The Bottom Line

Performance TV advertising or connected TV advertising is what moves the needle for advertisers and brands alike. It’s an amazing channel to test and implement into your marketing strategies at a reasonable starting price. Contact Keynes today to see how we can help!

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