How Connected TV Makes Measuring Ad Performance Possible

Over the past few years, connected TV (CTV) has gained a significant market share. Conversely, linear TV viewing habits have dropped. Today, more than 80% of homes have one or more connected TVs. Viewers are spending more time watching streaming content and less watching linear content.

Television producers and content creators haven’t missed out on this fact. Many TV networks now prioritize streaming over linear television in response to these changes in viewer behaviors.

Not long ago, streaming channels were simply a place to send television shows and movies after linear TV viewers and moviegoers had been given time to enjoy them first. Now, movies and shows are often delivered to connected TV networks parallel to broadcast or theatrical release.

Of course, where viewers go, so do advertisers. That’s why CTV has emerged as one of the most important channels for marketing. However, in order to receive the benefits of connected TV, it’s important to understand how to measure connected TV ads.

How Does Connected TV Ads Measurement Work?

Measuring connected TV ads offers a level of precision and depth of insights that aren’t available with linear TV advertising. The data that is provided to advertisers includes the following:

• Precise viewer numbers
• Ad completion rates
• Ad dropout rates

Some added challenges come along with tracking data on CTV advertising. For example, viewing may occur across multiple connected devices. Marketers must also consider the matter of retargeting and conversions.

Suppose that someone is watching a streaming channel on their laptop, sees an ad, and grabs their phone to look up the product. Or they might ignore the ad initially, then click on a Facebook ad later. It’s important to work with a performance marketing platform that can provide information that allows for proper attribution of engagement and conversions.

Connected TV Ad Measurement Guidelines

Connected TV ad campaigns can bring in an overwhelming influx of data, especially compared to linear TV advertising. It’s important to take the right approach to measure ad effectiveness and adopt best practices.

CTV Measurement Is Entirely Different from Linear

If an ad measurement strategy is developed using linear TV as a guide, it won’t be very successful. While CTV analysis can be challenging due to multiple devices and other factors, linear TV is even more limited. Linear TV ad measurement is largely based on statistical modeling, not analytics. As a result, the attributions are a bit more abstract.

For example, if you pay to have a television ad broadcast in a certain market, you may be able to gather some insights by tracking an increase in sales in that region during a specific time period after it airs. However, any information is going to be an educated guess at best.

CTV Ads Are Similar to Banner Ads

If content delivered on a connected TV or streaming channel on a smart device is similar to a website or publisher’s platform, then a CTV ad is much like a banner ad.

The user’s response to the content can be tracked and properly attributed back to the ad that was shown. Digital measurements offer much more precision than the guesswork involved in measuring linear TV ads.

CTV Advertisers Have Higher Expectations

Marketers view CTV as another digital marketing channel. This means they have high expectations for ad measurement accuracy and breadth of data.

It isn’t enough to be able to attribute an ad view to a direct and singular response. Instead, marketing professionals want insights that show them the role of CTV ads in the customer journey and in conversions. They also expect integration with the existing analytics tools they are already using.

If marketers aren’t getting precision, accountability, and results from their connected ad campaigns, they will move on to new platforms.

Accurate Measurement Can Show the Benefits of a CTV Campaign

CTV advertising makes its benefits clear thanks to its high accuracy, ability to track ad response across multiple devices, and proven results via third-party analytics.

Additionally, advertisers can also use insights to identify weak points and make future improvements. They can also use this data to set and modify advertising budgets for future campaigns.

Measurement Adds the Last Element of Value

Marketers who invest in connected television advertising experience benefits that they never could with linear television ads. These include precise targeting, the ability to reach audiences on multiple devices, and the benefits of automated purchasing.

CTV ad measurement is essentially the last value-added element that makes this advertising channel so worthwhile. It allows marketers to receive insights into campaign results that achieve an unprecedented level of accuracy and relevance.

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