One of the unsung heroes of digital marketing is the A/B test. These tests, which compare two campaign variables to find out what drives the strongest performance, drill down on the creative or technical elements that produce the best results, while also identifying the ones that just aren’t hitting the mark.

The same way you refine your strategies through A/B testing on other digital performance marketing channels you can now do on Connected TV. A consistent, calculated approach to testing and learning is the key to continuously improving your CTV performance. When done accurately, A/B testing on CTV provides data-backed insights to inform more effective creative and audience strategies, as well as other campaign optimizations that can establish a powerful feedback loop of enhanced performance. 

And luckily for you, it’s just as easy to set up as paid search or social. Looking to get started? We’ll take you step-by-step through the process in our guide on successfully setting up A/B tests for Connected TV. In this guide you’ll learn:

• How to define your objective and success metrics

• Why you need a testing hypothesis

• Testing variables you can use

• Tips for activating control and exposed groups

• A real example of an A/B test featuring MNTN’s Chief Creative Officer Ryan Reynolds

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Ad fatigue is an ongoing battle—from losing loyal customers to wasting company resources, the negative effects of creative fatigue can be costly. The solution? Advertisers need to continually iterate and refresh their ad creative to keep their consumers from well, nodding off to sleep (and build that all important connection with your brand). To keep your message fresh, updating your creative approach is a must. We’re going to break down the best practices, benefits and actionable steps needed to maximize your media budget and keep viewers hooked onto your next ad campaign. 

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