Rain Introduces CTV Performance+ to Improve CTV Buying Efficiency
The approach, developed in collaboration with The Trade Desk, is designed to help advertisers improve cost efficiency in CTV while preserving the premium media quality and performance standards associated with the channel.
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Rain, the independent full-service advertising agency, has announced its CTV Performance+ offering, an innovative new approach that enables brands to utilise Connected TV (CTV) as a viable performance channel.
This approach, developed in collaboration with The Trade Desk, is designed to help advertisers improve cost efficiency in CTV while preserving the premium media quality and performance standards associated with the channel.
Through a combination of data-driven bidding, curated inventory, and strategic customisation, CTV Performance+ enables advertisers to access high-quality CTV placements more efficiently while maintaining premium supply and strong performance outcomes.
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Key components of the CTV Performance+ approach include:
- Driving greater buying efficiency across premium advertising video on demand (AVOD), original equipment manufacturer (OEM), free ad-supported streaming TV (FAST) and virtual multichannel video programming distributor (vMVPD) environments while allowing for fluid optimisations.
- Leveraging premium CTV inventory available through The Trade Desk platform while developing minimum and maximum bid strategies designed to improve buying efficiency.
- Customised CTV app inclusion list to maintain strict control over media quality and brand safety.
- Ability to access specific inventory categories such as sports, news, and entertainment for enhanced contextual alignment.
- Varied inclusion lists by brand category and strategic objectives, ensuring each advertiser reaches the right audiences within premium environments.
Implementing stringent frameworks alongside access to premium, high-fidelity CTV inventory allows Rain’s CTV Performance+ solution to scale CTV while preserving strict efficiency benchmarks and performance KPIs.
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The agency successfully implemented CTV Performance+ for the online language learning platform, Babbel, resulting in a 150% higher return on advertising spend (ROAS) versus efforts across other video channels and a better cost per order (CPO) than all other campaign tactics.
For the global financial services business, Wise, CTV Performance+ drove a 54% lower cost per registration versus other campaign tactics.
“With CTV Performance+, our clients have a scalable, cost-effective path to invest in high-quality CTV advertising. The approach provides strong publisher-level transparency and detailed reporting through integrated dashboards,” said Ryan Gilbert, Vice President of Converged TV at Rain.
