Correct measurement on CTV not only shows its value as a live TV ad, but it also shows your marketing performance
Much has been written about the impact of the COVID-19 pandemic on the advertising world. Budgets have been cut and marketers are struggling to find other ways to do more with less.
One of the least discussed topics, however, was how the pandemic was a blow to the consumption of linear TV and a boon for connected TV (CTV). There are numerous statistics to support this change at sea. 80% of households in the United States now have at least one connected TV (CTV) device, and Nielsen saw an 81% increase in watch time as it decreases linearly. Some TV networks are now beginning to prioritize their content to be immediately broadcast to linear TV for the new user behavior.
And on the virtual front, it looks like the TV advertising industry is finally realizing what we’ve all been realizing for some time: streaming is no longer just a place to store old content, it’s how and where people now watch TV.
As the mass exodus of viewers is almost complete and the perception that CTV has finally become an important advertising channel, advertisers may be asking themselves: How can we measure this?
What to do and what not to do with linked TV measurements
Before we start measuring the approach to measuring CTV, you need to think about how you shouldn’t approach it.
Any approach that measures CTV in a similar way to linear TV is already wrong. The linear measurements of TV are inherently abstract due to the limitations of TV broadcasts. All the incredible technology in the world of linear TV measurements is used to allow statistical modeling, not to provide accurate analysis. Finally, this method provides the best estimate.
Color TVs, on the other hand, are purely programmatic digital ads, but with a TV ad as an ad unit, rather than a banner. And your measurement works the same way – it is not overloaded with TV restrictions, but it uses digital measurements that provide accuracy in relation to the forecast.
Like any other digital marketing channel, marketers have expectations when it comes to statistics. He must investigate the entire customer journey, track conversions and be responsible for third-party analytics solutions, and CTV meets the needs.
How the correct measurement of the connected TV works
A clear advantage that CTV has over linear TV is its inherent precision. Unlock a level of knowledge that allows advertisers to show ads and know exactly how many people have seen them, down to the last digit. CTV also provides advertisers with information on completion rates and provides an accurate overview of how many people saw the ad from start to finish and how many people lost weight. While it’s a breakthrough in the world of linear TV advertising, it’s at stake for CTV platforms.
Performance marketers expect more. As with other performance marketing channels, such as paid search and social media, marketers want a comprehensive overview of the customer journey to truly understand the impact of their CTV campaigns. So we started working on CTV at SteelHouse after the ad was launched. Using our guest technology verified on all devices, we stop traffic to the advertiser’s website after we place a CTV ad. You can identify other devices by visiting the website of the same family that saw the ad to determine the visits to the site generated by the ad impression.
We will continue to monitor the advertiser’s website to see if CTV campaign users are finally changing, which is a holy grail for immediate response TV advertisers – a way to assign purchases to the TV ads they needed – which provides an opportunity for all. Experiment with measurement ads. Traders.
Correct measurement shows the real impact of the CTV campaign
The measurement of color televisions on different devices has been shown to be effective as a direct response channel. For example, a major supplier of quality wines and spirits running CTV campaigns with SteelHouse was able to effectively track customers’ journeys with verified visits on all devices. He provided information on who saw his commercials on television and what actions the viewers took.
The campaign was a success, with a visitor rate of 1.09% and a conversion rate of 1.37%. Measurements on all devices gave the advertiser a real sense of the value of their campaign – this is not something TV advertisers will ever be able to do.
Correct attribution requires third party insights
Marketers find it helpful to focus their campaign data on their preferred third-party solution or campaign management. This gives them insight into the results of their marketing efforts across different channels. Unfortunately, this is an area where other CTV platforms may not work – they rely on isolated measurements available only through your platform.
By reporting user visits to CTV campaigns in an analytics solution like Google Analytics, SteelHouse’s performance marketers can analyze the performance of their TV campaigns in a familiar way. Through this integration, our performance marketing clients realize that the CTV campaigns on our platform – which we call TV performance – generally perform better (if not better) than other traditional performance marketing channels.
Choose the right way to evaluate the connected TV
Remember that CTV is only programmatic advertising when evaluating CTV solutions. As a performance marketer, you can expect CTV to be just as responsible, effective, and reliable as any other performance marketing channel. And if a platform can not provide any of these features during a CTV campaign, you need to find one that can.