The Rise of Performance Marketing on Connected TV

Why the need to drive lasting impacts has led to a major shift in strategy

An interesting trend has emerged from the rapid rise in Connected TV (CTV) adoption—a growing number of brands and agencies are using CTV as a direct-response performance channel and reaping the benefits.

CTV campaigns across the SteelHouse network in Q4 2020 generated more revenue, conversions, and site visits than ever before. This trend is likely to continue into 2021, which begs the question: how long before every advertiser looks to streaming television for success?

eMarketer was pleased to moderate a Tech-Talk Webinar featuring SteelHouse's Alexa Tierney, director of customer success, for this Tech-Talk Webinar. She explored why advertisers are shifting budgets and reprioritizing CTV’s strategic role.

Watch this webinar and learn:

How CTV ads are an effective way to drive incremental lift

Best practices to integrate a CTV strategy into your marketing plan

Performance insights gleaned from successful CTV advertisers


Bruce Swann Alexa Tierney is director of customer success at SteelHouse. Alexa works to support, foster, and grow SteelHouse’s existing client portfolio while focusing on client retention and revenue growth. Alexa is a digital marketing leader with a passion for building relationships and developing innovative solutions for both clients and internal teams.


Nancy Taffera-Santos is senior vice president of media solutions and strategy at eMarketer. Nancy has been at eMarketer for over 13 years and oversees the media business, developing programs for leading advertisers. Nancy’s background includes 30 years of sales, marketing, and promotions experience in media, web analytics, and test and measurement hardware. In her downtime, Nancy stays active serving on alumni, nonprofit and trade association boards.

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