SteelHouse Launches Dedicated Optimization for Streaming Television Ads

Newest innovation brings A/B testing functionality to its Performance TV platform

Los Angeles, CA – SteelHouse, an advertising software company, today announces the launch of a dedicated A/B testing solution for connected television commercials. The new feature allows advertisers to evaluate different variations of their ads; 15 second vs. 30 second versions, different voiceovers, calls-to-action, and a number of other variables can all be tested to determine which creative performs best. Advertisers can now customize, analyze, and immediately deploy their TV commercials—all of which are new capabilities for television advertisers.

“It’s financially impossible to test and optimize different aspects of your linear TV campaign at scale,” said SteelHouse CEO Mark Douglas. “But now, advertisers and agencies can test different ads on streaming television, and use the performance data to adjust their linear television campaigns as well.”

Similar to other performance marketing channels, advertisers can upload multiple versions of their TV commercials, assign weights to each ad, and monitor their campaign performance for each variation of their ad.

“Over the past year, we have heard from some of the largest agencies and brands that they have reached the point of diminishing return on search and social advertising,” said SteelHouse COO Chris Innes. “The ability to A/B test television ads, along with all of the other capabilities of SteelHouse Performance TV, delivers a new high-volume, high-converting performance marketing channel.”

This new feature, along with all of the existing capabilities of its Performance TV platform, cements SteelHouse’s position in the advertising industry and establishes connected TV’s place as the fastest growing performance marketing channel.

About SteelHouse

SteelHouse provides advertising software for brands to reach their audience across Connected TV, web, and mobile. SteelHouse Performance TV has redefined what it means to advertise on television, transforming Connected TV into a direct response, performance marketing channel. SteelHouse’s web retargeting has been leveraged by thousands of top brands for over a decade, driving billions of dollars in revenue.