Awin and tvScientific by Pinterest integrated Connected TV (CTV) into the performance-based marketing stack on May 22, 2024. This integration allows advertisers to manage CTV campaigns through their existing affiliate infrastructure according to David Harris, Technical Lead at Awin. The move shifts how brands measure awareness channels by applying outcome-driven models to television.
Performance Metrics for the Big Screen
TV advertising transitioned from a traditional top-of-funnel activity to a performance channel. Research from tvScientific by Pinterest shows that 78% of consumers scroll through social media while watching television. Additionally, 69% of viewers shop online simultaneously.
By adding tvScientific to the Awin network, brands treat television as an extension of their partner ecosystem. Marketers track the user journey from the initial TV ad to the final conversion. This data provides a clearer picture of how different channels contribute to incremental growth.
Expanding an affiliate strategy into connected TV allows brands to see what drives incremental value and how channels work together.
The CPA Model for Television
The integration utilizes a "Performance TV" model to apply digital advertising logic to CTV. Traditional linear TV buys require heavy upfront investment and offer limited tracking. Conversely, the tvScientific integration enables a CPA payout model.
Advertisers set specific goals including website traffic, app installs, or completed sales. The system then attributes these outcomes to the specific TV spots the consumer viewed.
Measuring Incrementality Across Devices
Affiliate managers use CTV to prove incrementality, ensuring a sale would not have occurred without the marketing intervention. Awin and tvScientific provide a holistic view of this customer journey within the affiliate dashboard.
Internal data from Awin indicates that 60% of marketers prefer flexible, performance-based models over fixed-fee advertising. Brands now optimize TV spend in real-time based on actual revenue or leads generated. As the industry adopts multi-touch attribution, the inclusion of the living room screen represents a technical expansion of the performance marketing sector.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
