For marketers of every stripe, connected television has arrived, and the channel is transforming the ways brand and performance marketing teams approach their roles within the advertising process. As measurable outcomes and actionable ad formats are now possible in the realm of sight, sound and motion, the technology powering CTV experiences for audiences is closing the delta between long-standing TV marketing approaches — i.e., repetition and brand recognition — and new avenues to revenue and insights.

“You’re combining that very high-impact brand presence associated with linear television — that big-screen TV ad experience from a recall standpoint, from an emotional standpoint — with CTV, merging awareness with all of the benefits of digital,” said Alexa Tierney, senior director of customer success at MNTN. “Now, you’re actually able to do more advanced targeting and specific targeting, and you can actually measure the effectiveness, testing and basing of your actions on actual data that you can track in something close to real time. It’s really the marriage of two worlds.”