The past decade saw a proliferation of digitally native brands that harnessed the power of social media platforms like Facebook and Instagram to reach target audiences. Many of these marketers are gaining the ability to launch targeted television campaigns as more people hook up their TVs to the internet.

“Certain segmentation is very similar to how you’ve seen traditionally on digital distribution,” Chris Contreras, senior vice president of customer success and revenue operations at MNTN, said in this interview with “The beauty of that is that we’ve allowed access to performance marketing in the TV sector.”

Connected television (CTV) offers the ability for advertisers to measure response to their campaigns in near-real-time, helping to make adjustments to their ad creative and placements on the fly. Meanwhile, CTV has a growing inventory of advertising as subscription platforms like Netflix and Disney+ offer commercial breaks. Meanwhile, free, ad-supported television (FAST) services like Pluto TV and The Roku Channel are gaining viewers as they expand their programming.

“Imagine the highest quality of creative, which is a TV ad … and opening that accessibility to brands of all sizes,” Contreras said. “The targeting capabilities of digital is a powerful one-two punch.”

Television advertising has been cost-prohibitive for many smaller brands or regional businesses. Because CTV ads can be targeted to more specific audiences, these marketers are gaining the ability to launch TV-like campaigns. Their performance also can be measured with different kinds of indicators, such as cost per acquisition (CPA).

“Our goal here is not to drive brand awareness and those high-level marketing goals,” Contreras said. “There’re different nuances to the different styles of customers we have. But the North Star is whatever they coin as performance is what we chase in the platform.”

You are watching “Driving Audience Strategies with CTV Performance Data,” a Leadership Series Presented by MNTN. For more videos, please visit this page.