By this point, you probably feel like your paid search and paid social strategies are paying off. But recently, a new channel has exploded into the performance mix: connected TV (CTV). If it’s not part of your overall mix right now, you may be missing out on big results. But don’t worry—if you’re new to CTV, you don’t need to start from scratch.

MNTN reviewed its first-party data to see how top advertisers are finding success with CTV. Based on that research, here are three of the best ways to maximize your ROI:

Spread your message consistently

When planning CTV creative, make sure it matches the rest of your efforts across platforms. This consistency creates a cohesive customer journey—it allows your audience to identify your brand, no matter where they may find you. And that consistent messaging pays off. Among MNTN’s Creative as a Subscription clients, those using a cohesive message across platforms have a 25% higher paid social conversion rate than those who don’t. Consider your overall brand message and feel, then tailor your ads to each platform to ensure you’re telling a consistent story.

Let CTV give your other efforts a boost

Adding a CTV ad strategy has been shown to enhance the efforts of your other channels, creating a halo effect around paid search, paid social, and email. While the TV screen may not be a “conventional” performance tool, it has the power to drive engagement. In fact, MNTN’s data shows that CTV drove a longer average session duration than either paid search or paid social. And it didn’t just outperform these channels—it improved their performance, too. Conversion rates increased by 8.5% and 22.3% for paid social and paid search, respectively, when CTV was added to MNTN’s clients’ ad mixes. Email also saw a similar lift. When you add CTV, you’re not just adding CTV—you’re also adding all the good it can do across your existing performance platforms.

Ensure you have enough creative

One of the biggest takeaways gleaned from MNTN’s research on its top advertisers was a simple one: more creative means more rewards. In fact, advertisers who activate more than three creatives deliver 31% lower cost per visit and 63% higher return on ad spend on average than those who don’t, according to MNTN. Additional creative assets can help keep your marketing efforts fresh, staving off ad fatigue or ad blindness and ensuring that your message will be heard by potential customers. This doesn’t have to be completely new content, either; it can be as easy as remixing existing creative for new audiences. Consider running seasonal assets that speak to key promotions or sales alongside your evergreen assets to add creative variety and avoid ad fatigue.

The CTV revolution is happening. Learn how MNTN can help ensure your performance strategy is ready.