Remember the classic Lay’s potato chips slogan, “Betcha can't eat just one”? We’ve been working on a similar line: “Betcha can’t drive the best performance with just one TV ad.”

Now more than ever, marketers can't expect their ad campaigns to succeed on the strength of one splashy TV commercial every quarter. If you want to see blockbuster performance, you need to take a performance marketing mindset with your connected TV (CTV) creative.

Performance marketing for TV works a lot like performance marketing for search and social, especially when it comes to creative. You need multiple variations of your ads, including copy, hooks, and call to actions. Having a collection of different creative elements allows performance marketers to swap assets in and out as campaigns progress to pinpoint what works, and leave behind what doesn’t.

The shelf life of your CTV creative is similar to search and social as well. You can iterate and refine your ads to improve performance over time. This creative cycle produces vital campaign data you can then use to establish cohesion across multiple marketing touchpoints, further extending the power of your creative as you continue to drive performance at scale.

Spinning up this cycle requires a strong creative pipeline to ensure you have the right amount of assets to make your campaigns run effectively. To build that pipeline, brands should look for innovative approaches to the production process, whether that’s working with a creator marketplace, or by rethinking the media buying and creative production model. MNTN facilitates this through Creative-as-a-Subscription, which gives marketers the flexibility to produce more video creative at no additional cost beyond what they’ll pay in media.

A strong creative pipeline arms performance marketers with a high volume of videos, purpose-built for performance. They can then test that creative to surface which elements resonate the loudest with their audience. This data-driven approach to testing brings objectivity to the traditionally subjective process of creative concepting to deliver the best possible performance for their budget while saving time and money in the long run.

This is what makes CTV such a powerful platform for performance marketers. Sure, it’s got everything they love about digital platforms. But it’s elevated by the prestige of TV creative—something paid search and social ads will never match. If you want to revitalize your performance marketing strategies, there's nowhere else you should be but CTV.

For data-backed tips on how to refine evergreen creatives and effectively measure campaigns, explore our infographic, “The MNTN Pass: Journeying Toward Better Connected TV Ad Performance.”