Performance CTV: Calling All Traditional TV Advertisers

They say the only constant in life is change. This is especially true when it comes to innovations relative to the internet and technology.  

As it stands today, advertising on the Television is in the midst of the largest change since its inception. An industry that not long ago was dominated by a few select large corporations, has been completely transformed as consumers continue to Cut the Cord in favor of streaming content on internet connected devices. Although change can be hard, it doesn’t have to be, and Performance CTV is here to help advertisers make the transition from Traditional TV to Connected TV as easy as humanly possible. 

It’s easy to bash the antiquated methods and metrics of Traditional TV, but we acknowledge that Traditional TV served its original purpose very well, and will continue to do so into the future. Traditional TV is the OG, and the genesis for Connected TV’s existence. As Connected TV advertising continues to emerge, acronyms originating from the 1950’s such as GRP (Gross Rating Points), akin to Rabbit Ear TV antennas, are fading as distant memories of days past. 

It’s at this point where confusion comes into play for most advertisers. Rather than focusing on defining the new terms and differentiators, let's find some simple common ground between the two: 

•The TV is still a TV. 

•The TV has the attention and eyeballs of your target audience. 

So what are the reasons holding advertisers back from investing in Connected TV? We believe that education is key to bridging the gap between Traditional TV and Connected TV, and there is no better method than a little hands on learning exercise. With that in mind, our team has experienced success taking advertisers Traditional TV reports provided by their agency/partner, and converting them into a complementary Connected TV Media Plan. 

The process is simple as goes as such: 

1. Upload Traditional TV Report: Traditional TV reports come in all shapes and sizes, so no need to worry about a correct format or template. Simply upload the file to the form on this page. Advertisers commonly upload their most recent report from their Traditional TV agency/partner.

2. Convert to CTV Media Plan: Upon submission, our team will begin to dissect the details of the report to fully understand the specifics of the campaign. This knowledge is the base for which we craft your custom CTV Media Plan. We will include our suggestions and highlight key differentiators and opportunities.

3. Delivery & Review: Once we complete the media plan (which typically takes 2-3 business days), we'll deliver it via the email provided in the form. As there are new terms and a sense of unfamiliarity, our preference is to schedule a quick screen-share to review the plan together. This ensures that everything is well understood, and also gives you the opportunity to ask questions.

As this process builds from a place of familiarity, it allows for the advertisers to better grasp the full potential of Connected TV. 

If your company has invested in Traditional TV campaigns in the past and would like to learn more, allow our team of professionals to do the hard work for you by converting your Traditional TV report into a complementary CTV Media Plan. We’re confident that, at the very least, you’ll have a better understanding and a roadmap for shifting marketing dollars from Traditional TV to Connected TV. 

‍