Is Connected TV a performance marketing channel? Here’s what the data says.

It’s tempting to think of CTV as simply a faster, newer version of traditional TV. After all, both deliver professional video content to consumers. But in reality, their advertising capabilities are worlds apart. Traditional TV has long been used for broad brand-building and awareness, with mass targeting that reaches anyone tuned into scheduled programming. With traditional TV, brands rely on the hope that their target audience is watching a specific program when their ads air, and that those who see the ad will take the desired action.

CTV, however, is inherently digital, enabling precise audience targeting and measurement. This means it’s primed for driving direct conversions—something traditional TV could never achieve. With the ability to measure results and optimize in real-time, television has transformed into a dynamic tool for performance-driven campaigns.

Marketers are increasingly recognizing this shift. eMarketer research found that while over 81% of advertisers still use CTV for brand awareness, nearly two-thirds now classify it as a performance marketing channel—a number that is expected to grow as advertisers fully embrace its digital nature. In fact, 52% of marketers already leverage CTV specifically for performance marketing—driving measurable web visits, conversions, and even direct revenue.

Performance marketing is all about measurable results, and CTV is built to deliver them. Here’s why:

• Data-driven targeting: CTV’s digital backbone enables marketers to use data and automation to identify and reach audiences most likely to convert. For example, an automotive advertiser can target viewers actively looking to buy a car in a specific zip code.
• Cross-channel measurement: CTVs are compatible with household graphing technology, enabling marketers to track both online and offline conversions driven by their CTV campaigns, providing a new level of accountability.
• Real-time optimization: Deterministic attribution allows campaigns to be adjusted instantly. If certain audience segments or inventory nodes are underperforming, changes can be made on the fly to improve results.
• Cost efficiency: With every interaction measured and attributed, campaigns can be optimized based on performance metrics, ensuring that every dollar is invested in an impactful tactic.

CTV not only enables precise targeting and measurement to drive conversions, but it also retains the engaging, storytelling power of traditional TV. CTV ads are non-skippable 30-second videos on the big screen, generating higher engagement rates than other digital formats like search and social. This makes CTV uniquely powerful—it combines programmatic technology with an immersive viewing experience that other channels simply can’t match.

With streaming viewership at an all-time high—9 in 10 U.S. households now own a CTV—this channel offers the perfect mix of reach, technology, and engagement. It’s a marketing triple threat.

Nothing proves CTV’s performance power better than the numbers. EMG’s CTV campaigns for franchise dealerships have driven over 75 million conversions, including website visits, dealership walk-ins, and vehicle sales.

Our approach is outcome-driven, leveraging CTV’s audience targeting, real-time optimization, and cross-channel attribution to turn impressions into showroom visits and sales. By combining programmatic technology with the branding impact of TV, CTV advertising helps dealerships maximize both online and offline traffic—ultimately increasing market share.

When leveraged to its full potential, CTV is a reliable driver of conversions.

Some marketers still treat CTV as just another brand-building channel, overlooking its potential as a performance marketing powerhouse. While this approach won’t hurt them, they’re missing out on the full range of advantages CTV offers. From its massive viewership to its digital technology and high engagement, CTV delivers more than just another digital or branding channel. It’s got it all.

CTV isn’t just the future of television advertising; it’s the new frontier in marketing. Discovering and unlocking its full potential requires more than just prior digital or traditional TV ad experience—it requires specialized expertise and a deep understanding of the industry. To maximize CTV’s performance for your dealership, learn more.