Connected TV performance advertising platform tvScientific is now offering programmatic ad campaign buys on a cost-per-outcome (CPO) basis.
The option allows advertisers to pay based on achievement of predetermined, specific outcomes such as sales, return on ad spend/ROAS, post-campaign traffic and cost per acquisition/CPA.
CPO-based buys — being made available through partners Awin/Shareasale, Commission Junction, Impact, Partnerize, Partnerstack and Rakuten — may include multiple actions or conversions.
Brands currently transacting on a CPO basis include Experian, Moneygram, Crocs, Groupon, Fender and Saatchi Art, according to tvScientific.
CPO-based buying “has always been the holy grail in TV, but has been almost impossible to execute historically,” states tvScientific CEO Jason Fairchild. “This new capability connects the dots between TV ads viewed and business outcomes on a one-to-one, deterministic basis, allowing performance brands and agencies to evolve their media planning and buying to include TV.”
The nearly $200 billion spent annually on performance advertising in the U.S. is expected to shift toward CTV in the years ahead.