As television continues its slow and steady march toward digital with no signs of slowing down, some of the biggest global brands are already testing creative and various approaches to measure success. The challenge? How can one best leverage a channel that is household-based at its core, but also offers much of the targeting and measurement sophistication of digital advertising? Here we look at six things advertisers should consider when building out their strategies from experts at the center of this topic.
The Experts
- Jessica Hogue, General Manager of Measurement & Analytics at Innovid (who will also be presenting on this topic at the upcoming ANA Media Conference)
- Julie DeTraglia, Head of Research & Insights at Hulu
- Alison Levin, Vice President, Ad Sales & Strategy at Roku
CTV is More Measurable, Not Less
There seems to be a prevailing thought that despite being digital, that connected TV (CTV) advertising is less measurable than its linear counterpart, when in fact it’s more measurable. The question becomes, how do platforms like Hulu and Roku make it more transparent, and reduce the impact of walled gardens.
▶ Listen to Julie DeTraglia from Hulu:
Checking the “Over-the-Top” (OTT) Box is Not Enough
CTV advertising is inevitable. Brands who tackle CTV measurement early will not only be well-positioned when it eventually takes over linear, but will find themselves at a competitive advantage over those who don’t. Luckily these platforms are already working with advertisers to provide the critical data they need to optimize their campaigns.
▶ Listen to Alison Levin from Roku:
There’s Little Overlap In Linear And CTV Audiences
In an initial analysis of linear and CTV audiences, there was little overlap. This means that brands can generate incremental reach with CTV. As it would seem, at least for now, they are better together. This also opens the door to have meaningful conversations around attribution, and what that will entail moving forward.
▶ Listen to Jessica Hogue from Innovid:
Consumers Will Spend More Time With Brands That Get It Right
While advertisers have shortened ad lengths over time, putting extra emphasis on video completion rates and impressions, CTV offers a unique ability to win incremental time with the consumer with interactive ad units. This opens the door for new KPIs such as time earned and in-unit clicks.
▶ Listen to Jessica Hogue from Innovid:
Live TV Will Always Be Important, But The Ad Experience Need To Change
The growth of CTV does not mean the end of live TV. Advertisers focused on sports or pop culture programming should still incorporate OTT platforms in their plans. As transparency increases, it is well-positioned to provide deeper insight into the performance of these campaigns.
▶ Listen to Julie DeTraglia from Hulu:
Brands Need To Begin Thinking About “EQ”, Not Just “IQ”
In this newer frontier, it’s not just enough to check the data box. Advertisers and creative agencies need to begin leveraging the advanced units to create more holistic, personalized and thought out consumer experiences.
▶ Listen to Jessica Hogue from Innovid:
▶ Listen to Alison Levin from Roku:
While we are still in the infancy of unlocking the potential of CTV measurement, this should not deter advertisers from testing and jumping in headfirst. How has your brand or agency measured the performance of CTV? Send us a tweet or message and let us know.
