These days, there are two approaches to advertising on television: branding and performance marketing. Interest in the latter, in particular, is on the rise: where TV used to be an awareness-only play with a high price point that precluded smaller brands from participating, CTV has made the television advertising world vastly more accessible. 66% of MNTN customers are first-time TV advertisers, indicating that this ad market is expanding to a wider variety of brands. The way advertisers use the channel is shifting, as well—in a co-published MNTN survey, 65% of marketers reported that they consider CTV a performance channel.

Read on to learn more about performance television advertising—what it is, how brands are using it, and tips for how to successfully leverage it to drive real results.