Why streaming is the next frontier for performance marketing

Remember the days when TV advertising meant broad reach but fuzzy metrics? Those days are rapidly becoming a relic of the past. As millions of viewers cut the cord and migrate to streaming platforms, we’re witnessing not just a shift in how people consume content, but a revolution in how brands can connect with their audiences.

Streaming TV represents the perfect marriage of traditional television’s emotional storytelling power with the precision and accountability of digital marketing. It’s where the lean-back, immersive experience of TV meets the sophisticated targeting and real-time measurement capabilities that performance marketers have come to expect from digital channels.

What makes streaming unique for performance marketing?

Streaming TV stands out because it gives marketers the best of both worlds:

• Precise targeting: Streaming enables advertisers to leverage data-driven insights for precise audience targeting. Segment viewers based on demographics, interests, and viewing habits — leading to more effective ad placements. In fact, 84% of advertisers believe CTV delivers better targeting capabilities than linear TV.
• High engagement and recall: Ads are full-screen, non-skippable, and paired with premium content, making them more memorable. The viewability rates for CTV ads exceed 90%, outperforming both mobile and desktop ads.
• Flexible ad formats: From standard video ads to interactive and shoppable experiences, you can engage viewers in multiple ways. Interactive ads boost unaided brand recall by 36% compared to standard video ads, with 80% of viewers identifying the advertiser correctly.
• Privacy-conscious options: As privacy regulations tighten, marketers are focusing on cookie-less options that allow first-party data. This shift is crucial for maintaining effective targeting while respecting user privacy. The IAB highlights that cross-platform measurement remains a top concern, particularly in video streaming, as advertisers seek to navigate the complexities of privacy and data usage.

Programmatic advertising is driving growth on streaming TV

Programmatic advertising is becoming increasingly prevalent in streaming TV. It allows for automated ad buying and real-time bidding, enhancing efficiency and targeting precision. The IAB projects double-digit growth (+13.8%) for CTV advertising in 2025, reflecting the rising adoption of performance and programmatic strategies in the space.

Tips for Successful Performance Advertising on Streaming TV

• Leverage Data Analytics: Utilize viewer data to inform targeting strategies and optimize ad placements.
• Experiment with Formats: Test various ad formats to determine which resonates best with your audience.
• Focus on Engagement: Create engaging ads that encourage viewers to participate emotionally.
• Monitor Performance: Regularly analyze campaign performance metrics to refine strategies and improve ROI.

Want to get the most out of your streaming TV campaigns? Here are some actionable tips:

1. Go contextual: Use advanced scene-level metadata to align your ads with relevant genres or specific scenes for better impact.
2. Add interactivity: Include QR codes or clickable features to drive immediate viewer action.
3. Mind the frequency: Avoid bombarding viewers with the same ads to ensure a positive experience.

How Wurl supports streaming TV success

At its core, Wurl is a fully integrated CTV advertising platform designed to optimize the entire advertising workflow. From programming and distribution to ad insertion, Wurl’s technology is built to streamline every step of the process. This means that streamers and publishers can focus on delivering engaging content, while advertisers gain a clear, unified view of the signals that matter most.

Wurl helps advertisers with:

1. Smarter ad placement

Wurl’s BrandDiscovery helps you place ads at the perfect moment. By layering this tool over demographic, geographic, or identity targeting, you’ll connect with audiences when it matters most.Consistent metadata for precision

2. Consistent metadata for precision

Our platform’s robust AI capabilities unify and standardize metadata signals across the supply chain, ensuring that advertisers have the most accurate and actionable information available. This ensures:

• Ads are placed in the right context.
• Brand safety risks are minimized.
• Campaign performance can be adjusted in real-time.

For instance, a show like The Office can be categorized by scene, so depending on your goals, your ad might appear during a comedic moment or a heartfelt one.

With direct publisher integrations and curated pre-bid packages, advertisers can ensure they’re accessing the best possible inventory at scale.

Wrapping it up

Streaming TV combines the emotional impact and brand safety of traditional television with the precision targeting, measurement capabilities, and real-time optimization of digital marketing. This powerful combination creates an unprecedented opportunity for performance marketers to drive measurable results while building lasting brand connections.

The advantages are clear: granular audience targeting, real-time campaign optimization, comprehensive performance metrics, and the ability to reach cord-cutting audiences who are increasingly difficult to engage through traditional channels.

For more insights into how Streaming TV is evolving in 2025, check out our predictions and statistics round-up.