Rain Launches CTV Performance+ to Turn CTV into a Measurable Performance Channel

New updates have been reported about Rain.

Rain, an independent full-service advertising agency, has introduced CTV Performance+, a proprietary approach designed to make Connected TV a scalable, performance-oriented channel while preserving access to premium inventory. Developed in partnership with The Trade Desk, the solution combines data-driven bidding strategies, curated CTV inventory, and tailored app inclusion lists to lower costs and improve efficiency across AVOD, OEM, FAST and vMVPD environments.

Using CTV Performance+, Rain reports that Babbel achieved a 150% higher return on ad spend versus other video channels and secured a lower cost per order than all other tactics, while Wise saw a 54% reduction in cost per registration versus alternative campaign approaches. The framework emphasizes strict media quality controls, contextual alignment in categories such as sports, news and entertainment, and granular publisher-level reporting, which Rain executives say gives brands a transparent, cost-effective path to scaling CTV as a performance medium and strengthens the agency’s positioning in results-focused, omnichannel media buying.