Rain Agency Introduces CTV Performance+ to Drive Efficiency in Premium Video

Event summary

  • Rain, an independent advertising agency, launched CTV Performance+, a new approach to CTV advertising.
  • CTV Performance+ is developed in collaboration with The Trade Desk and aims to improve CTV buying efficiency while maintaining premium quality.
  • Early implementations for Babbel resulted in a 150% higher ROAS and a better CPO than other tactics.
  • CTV Performance+ drove a 54% lower cost per registration for Wise compared to other campaign tactics.
  • The offering utilizes data-driven bidding, curated inventory, and customized inclusion lists across AVOD, OEM, FAST, and vMVPD environments.

The big picture

CTV advertising has long been plagued by challenges in performance measurement and cost efficiency, hindering its widespread adoption as a true performance channel. Rain's CTV Performance+ aims to address this by combining data-driven optimization with premium inventory access, potentially unlocking a significant new revenue stream for both Rain and its CTV partners. The results for Babbel and Wise suggest a substantial performance uplift, but scalability and competitive response remain key risks.

What we're watching

Adoption Rate
The success of CTV Performance+ hinges on broader adoption by advertisers seeking to optimize CTV spend, and Rain's ability to scale the offering beyond initial case studies.
Trade Desk Dependency
Rain's reliance on The Trade Desk's platform creates a potential vulnerability if pricing or platform capabilities change.
Competitive Response
Other advertising agencies and platforms will likely respond with similar offerings, potentially eroding Rain's competitive advantage and requiring ongoing innovation.