Television audiences have more ways to see their favorite programming as internet connectivity expands beyond desktop computers and smartphones. Smart TVs give them broader choices of individualized content and an improved viewing experience that supports their receptivity to advertising that’s more targeted.

“There’s a whole new evolution of opportunity out there within the CTV landscape, with performance-based and direct response television,” Trevor Hamilton, managing director, Americas at data analytics firm Kochava, said in this interview with Beet.TV. “There’s a lot going on within the environment as it relates to forward-leaning trends just in terms of people engaging with content, doing more with the hardware.”

Kochava’s roots are in mobile advertising, where performance metrics are a key part of figuring out how campaigns deliver results such as app installs. As television becomes more cross-platform, advertisers are gaining similar insights into performance. They also have more ability to reach target audiences who show their interests by downloading CTV apps for Roku streaming devices or smart TVs from manufacturers including Samsung and LG.

“The hardware manufacturers — the Roku’s and the LG’s and the Samsung’s of the world are indeed becoming the new app stores,” Hamilton said, pointing to Roku’s data showing it offers 40,000 apps to customers, “and consumer behavior is now leading in the direction where people are more savvy and sophisticated to seek out new content and apps that make sense for their consumer-viewing tastes.”

CTV apps and the supporting technological infrastructure are helping brands to expand their metrics beyond reach and frequency to include data about other parts of the consumer purchase funnel.

“This full-stack end-to-end capability is enabling brands to engage with consumers within CTV content in ways that are really sophisticated and really taking it up a step from where linear left off in sort of the new evolution of digital,” Hamilton said.

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