Decoding CTV Measurement

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Connected TV has been propelled to the forefront of marketing conversations, yet marketers are still struggling to understand this relatively new landscape — especially when it comes to measurement.

To help decode CTV measurement and uncover the truth behind common CTV myths, the ANA and Innovid conducted an unprecedented study across 20 leading U.S. advertisers, including Anheuser-Busch, General Motors, and Southwest. We sought to understand whether CTV could be a significant driver of reach, whether fragmentation led to issues with duplication, and whether excessive frequency was a prevalent issue. We also took on the Herculean task of estimating the true ROI of CTV.

Download Decoding CTV Measurement: An In-depth Look at Reach, Frequency, and ROI for insights, best practices, and a new set of KPIs to guide your CTV measurement strategy.

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Report Highlights:

• Across our study, the average campaign reached only 13% of the available U.S. CTV households, indicating that we’re only scratching the surface of unique reach.
  
• Average frequency was just 4.6 across all campaigns. While high levels of frequency can exist in pockets, frequency is not universally high in CTV.
  
• The average eCPM of the campaigns in our study was $23, which sits between the average CPM for U.S. primetime TV ads for broadcast and cable ($36 and $19, respectively, according to eMarketer).