It’s performance or bust. Every campaign needs a result, and every result needs a receipt. Welcome to modern marketing.
So how do you stand out from your competition? How do you decide which channels to double down on, and which to cut loose? How do you drive real outcomes with an unpredictable budget?
For years, digital channels like search and social were the default answer. They promised performance and measurability — and they delivered. But new channels are proving they can deliver too, often with less competition and more upside.
Take television, for example. TV has historically been labeled a “brand channel,” mostly because it’s hard to measure, and thus, show results. But that’s all changing.
The rise of Performance TV, combined with endless streaming apps, has led to 100 million households cutting the cord. And with streaming now accounting for over 40% of TV viewing in 2025, audiences are consuming content anytime, anywhere, and on any connected device.
TV is now a fully digital, data-rich performance channel, and AI is the key to unlocking its full potential. Today’s top Performance TV platforms make it easy to target high-value audiences, optimize in real time, and tie every campaign to real business outcomes like customer acquisition and ROAS.
But not all Performance TV platforms are built the same. Some are limited to media buying. Others offer full-funnel control, from planning and creative testing to measurement and optimization.
This guide will walk you through how to evaluate Performance TV advertising platforms, what to look for, and how to make sure your investment drives the outcomes that matter most.
1.1
You might work at a small startup as the sole marketer, or you might work at a large enterprise where dozens of performance marketers will touch your TV ads. Because each organization is unique, use this guide in a way that fits your business, starting with this section.
Below is a short list of people who are often involved in choosing a Performance TV advertising platform. But at the end of the day, anyone responsible for managing your technology stack and marketing goals should be directly involved in the evaluation (and those titles may differ from one company to another).
The most important thing to remember when evaluating Performance TV advertising platforms is to ensure whatever platform you choose meets your organization’s needs.
1.2
How to Evaluate Performance TV Advertising Platforms
As you evaluate Performance TV advertising platforms, think about the stages you go through currently to build and launch a TV campaign. If you’re spending time in a platform that doesn’t meet all of your needs, you’re not just wasting time, but you’re probably wasting your advertising budget as well.
If you don’t already invest in Performance TV, don’t sweat. Let’s talk through the TV advertising lifecycle so you can envision how your campaigns might run and what platform features you would need to get the most out of them.
In this guide, we’ll walk through each stage and provide a checklist of the features and functionality a Performance TV advertising platform should offer. Once you find a platform that addresses all of these stages, make sure it can scale with your team and offers the level of service and support you need. (There are sections in this guide for those, too.)
As you evaluate your Performance TV advertising platform options, there are some key things to consider. That said, you know your organization best and this is your evaluation. If there are parts of this checklist you’d rather skip, go for it.
Whether you’re looking for a steady flow of conversions or a boost during the holiday season, you need a Performance TV advertising platform that can help you get started immediately. While speed, platform features, and capabilities are important, don’t lose sight of the overall experience you’re signing up for.
The world of Performance TV is evolving fast — and not all platforms are created equal. To get the most out of your TV campaigns, you need a platform that supports your full funnel: from goal-setting and targeting to optimization and reporting.
Use this checklist to assess whether a platform gives you the control, flexibility, and results you need at every stage of your campaign journey.
Choosing the right Performance TV platform isn’t just about ticking boxes: it’s about unlocking smarter, faster, more impactful advertising. As you compare your options, prioritize platforms that:
With the right partner, TV has the potential to become your most powerful performance channel.