Moloco CTV Messaging Guide
"For growth marketers and performance teams who need CTV to deliver measurable business outcomes, not reach curves, Moloco is the Performance CTV platform that makes every connected TV impression accountable to ROAS, CAC, and revenue."
Performance CTV
Messaging Principles
Lead with Outcomes
Start with the business result (ROAS, CAC, revenue) before mentioning features or tech.
Use Specific Numbers
Avoid "better" and "faster." Use exact metrics: 5-12% WoW, 8.75 ROAS, 50-70% fraud reduction.
Name Competitors
TTD, MNTN, Amazon, Google, Roku—don't say "alternatives." Position directly against named rivals.
Match Buyer Brain
CFOs want defensibility. Growth heads want speed. CMOs want unified story. Language shifts by role.
Never Reach Curves
Reach, frequency, impressions don't prove value. Pivot immediately to conversions and ROI.
Show Proof First
Customer wins, roadmap status (BUILD), market data—put evidence before claims.
Audience Profiles
Head of Growth / VP Performance Marketing
Speaks Natively
ROAS, CAC, LTV, unit economics, performance metrics
Background
Mobile app marketing, performance SEM, e-commerce demand gen
Wants
Self-serve, fast iteration, measurable ROI, no vendor lock-in
Language to Use
• "ROAS improves as spend scales"
• "Launch in hours, iterate daily"
• "Custom ML per advertiser"
CMO / VP Marketing
Cares About
Board accountability, unified customer story, brand safety, attribution
Pressure
Defending CTV spend to CFO, proving it's not just reach
Wants
Defensible CTV strategy, cross-device measurement, competitive positioning
Language to Use
• "Stop defending with reach curves"
• "Show exact conversion attribution"
• "Board-ready ROI proof"
CFO / Board Member
Mindset
Every dollar defensible, quantifiable impact, no hand-waving
Red Flags
Reach curves, unmeasured spend, vendor lock-in, undefined ROI
Wants
Exact conversions, ROAS range, fraud prevention, scalability proof
Language to Use
• "$4.50-$8.50 ROAS"
• "Eliminate $7.4B fraud problem"
• "20-30% YoY ROAS compounding"
Media Buyer / VP Media (Legacy)
Native Language
Reach, frequency, GRPs, insertion orders, negotiations
Challenge
Trained on linear, still thinking in impressions not outcomes
Wants
Bridge language, performance framework, programmatic efficiency
Language to Use
• "45% migration from linear"
• "Performance > reach"
• "No weekly IO negotiations"
Performance Agency Leader
Motivation
New revenue stream, client differentiation, higher margins
Challenge
TTD commoditized, need white-label differentiation
Wants
White-label platform, outcome-based pitch, recurring revenue model
Language to Use
• "$2M-$10M CTV revenue stream"
• "Your proprietary CTV engine"
• "Margin expansion on media spend"
Messaging Themes
Filter by Audience:
Filter by Channel:
Channel Playbook
Competitive Positioning Cheat Sheet
| Competitor | Their Story | Your Counter |
|---|---|---|
| The Trade Desk | Reach + scale on CTV | Reach curves don't answer what did this sell. Shared ML, not your ML. |
| MNTN | CTV simplified, managed service | Templates, not per-advertiser ML. What you move to when you outgrow MNTN. |
| Amazon DSP | First-party data + Amazon ecosystem | Locked to Amazon ecosystem. No open supply. Walled garden. |
| Google DV360 | Google ecosystem play | Google ecosystem play. Depends on sunsetting cookies. Walled. |
| Roku OneView | Roku-only, unified measurement | Roku-only inventory. Pivoting to commerce, diluting performance. |
| Manual IO | Premium relationships, human touch | Weeks to negotiate. No unified measurement. Vendor finger-pointing. |
| DIY Point Solutions | Best-of-breed point tools | 4-5 vendors, integration tax, $7.4B fraud. We're the unified answer. |
| Linear TV | Proven, brand-safe, reach | Declining reach, 45% migrating to CTV. Performance beats impressions. |