Everflow’s Live AMA With Top Publisher Reveals How Brands Are Diversifying Smarter With Connected TV & Data-Driven Storytelling

In a live AMA to explore the evolution of partner diversification, Everflow, mThink’s #1 partner marketing platform for 2025, hosted a live AMA in their Success Trackers Slack Community with Vikki Danielson, Director of Growth & Partnerships at tvScientific, recently named one of Affiliate Summit’s Top 25 Publishers of 2025.

The real-time Q&A centered around how brands can blend the narrative strength of television-style storytelling with the precision of digital performance tracking. It was a masterclass in leveraging Connected TV (CTV) as both a brand amplifier and a measurable affiliate channel and a timely reminder that channel diversification isn’t just smart, it’s essential.

If your affiliate strategy is stuck in the same old channel mix, it may be time to shake things up. Industry research shows that programs that rely too heavily on a narrow set of partners are exposed to risk. Think sudden performance dips, limited reach, and missed revenue opportunities. That’s where diversification steps in, and CTV is quickly proving to be a powerful addition.

“By leveraging Everflow’s data-driven insights and direct partner relationships through the Everflow Marketplace, brands can unlock new revenue for their affiliate programs. A partner like tvScientific showcases how brands can reach fresh audiences and drive incremental growth while maintaining full transparency with accurate attribution and conversion data.” — Ed Ceballos, VP Partner Ecosystem, Everflow

Here are some of the standout insights from Vikki Danielson’s chat with the Everflow Success Trackers Community: 

Q. What sets CTV apart from other affiliate channels and why should brands consider adding it to their partner mix?

It’s really due to a few distinct characteristics that blend the power of television-style storytelling with the precision of digital performance tracking.

The awesome part is that it is highly visual. CTV delivers full-screen, non-skippable, high-resolution video ads on TV screens, an immersive experience compared to small-screen web or mobile ads (it is a very different experience as it’s the biggest screen in the house). Viewers tend to be more engaged because they’re intentionally watching content, often on larger screens, often with surround sound and without the distractions.

It is also highly targeted. Unlike traditional TV, CTV allows for precise audience targeting using 3P and 1P data (e.g., demographics, interests, behaviors, geolocation). Through device matching and IP-based tracking, advertisers can connect ad views on CTV with actions taken on other devices (like purchases or signups on a phone or laptop).

CTV is performance-driven, like digital with branding power. Upper-funnel brand awareness with lower-funnel performance metrics, something other affiliate partners can struggle to balance effectively.

Q. What are some examples of unique metrics that are tracked on CTV campaigns vs. regular performance marketing campaigns?

We can track right down to the event’s time stamp, log level data, like when an impression was served, when a website visit happened, and when a conversion/outcome took place. We can report on CR, ROAS, traffic spikes, and more: 

• Video Completion Rate (VCR): Percentage of viewers who watch the video ad.

• Incremental Reach / Incremental Lift: Measures how many additional users were reached beyond those reached via other channels. We have lots of methodologies at tvScientific to help measure incremental value.

• Household-Level Attribution: Tracks conversions tied to a household that saw a CTV ad, even if the conversion happened on a different device (phone or laptop).

• Reach and Frequency at the Household Level: Tracks how many unique households saw your ad and how often. Helps prevent overexposure and ad fatigue, especially in a TV-like environment. Ever see those slots where the same ads are shown back to back? We can control that!

• Time to Conversion After Ad Exposure: Measures how long it takes for a user to convert after seeing a CTV ad. Helps validate whether CTV is driving action or just creating awareness.

• Cross-Device View-Through Conversions: Tracks conversions that occur on a different device than the one that viewed the ad. Since CTV doesn’t typically support clickable ads, this metric validates CTV’s impact in a multi-device journey.

Q. What does onboarding look like and can you share your payment structures, if any?

We can be live in as little as a few days! We move as fast as brands for onboarding which varies depending on how we can help with tracking, creative, and joining offers. 

CPA is largely directed by CTV media cost. We have 1:1 private deals with all of our CTV publishers. We offer them unique aggregated demand from performance marketers in return for preferential access and pricing to try and bring costs down for advertisers and lower CPA over time when we find performance.

The level of risk from tvScientific is determined by working with advertisers to better understand their consumer flows, AOV, UMVs, on-site conversion rate, and how we see the category perform on TV as well as any campaign set up requirements like suppressions and targeting. We can then provide partnership possibilities.

The goal is to keep this CPA only for brands (no integration fee, managed service fee or launch fees). We will work with brands on the CPA and can confirm options.

Q. Creative assets are top of mind for me. Can you share what video creative is needed  in order to get started? Do you need creative ready to get started? Or do you also have resources to help brands convert video creative?

We never want creative to be a sticky point for testing and we have a fantastic team that can help. Creative doesn’t need to be expensive, time consuming, and difficult to complete. We are working with brands to stitch together existing creative that they may be using in other marketing channels (i.e. UGC to make it CTV ready). There are many advancements happening in the CTV creative space including the use of AI and the use of neuroscience to help demonstrate how context and tone impact advertising and performance. 

Q. What’s the biggest misconception people have about ConnectedTV?

The feeling is that CTV is just like traditional TV, but streamed, so it’s only useful for brand awareness. This is so false! CTV supports measurable performance. View-through conversions, cross-device attribution, and incremental lift can all be tracked.

CTV also offers digital-style targeting. We work with external third-party partners as well as directly with the brand’s own internal teams and data, depending on campaign goals. CTV can also drive conversions! Even without a click, brands can tie ad exposure to actions like app installs, purchases, and leads, etc. 

Q. What are the most common mistakes brands make when transitioning from social/display to CTV—and how do you prevent them?

I would say that CTV would be in addition to social/display. It’s all about meeting your customer where they are in their buying journey. CTV is one touch point. As for better understanding why CTV may have not worked, this will depend on so many factors and we can review those factors to find the best way forward.

Join the Conversation and Future-Proof Your Affiliate Program 

The Live AMA underscores Everflow’s continued leadership in the partner marketing platform space and commitment to fostering meaningful conversations and peer-driven learning through its Success Trackers Slack Community and other valuable resources, like its recent eBook on strategic partner diversification. 

By creating a space for real-time insights, shared challenges, and expert perspectives, Everflow equips its community to make smarter decisions, accelerate growth, and stay competitive in a constantly evolving landscape. Ready to join the conversation? 

Become a part of the Everflow Success Trackers Community today.