A major benefit provided by CTV is the ability to implement ad measurement and receive detailed analytics that helps make timely adjustments to an overall marketing strategy.. Several metrics will help you find out how your marketing is working in real-time, and what changes should be made for even better results.
How to measure CTV ads
Unlike linear TV, which relies only on Nielsen data and surveys and lacks detailed statistics, connected TV is well-known for its comprehensive analytics. Let’s review the metrics that are used to measure your ad campaign performance.
TV attribution: this metric not only shows how viewers consume content, but how they came to taking a certain action. You can analyze various different details – the time when your ads were shown to the viewer, the locations they viewed them in, and devices that are distinguished by the highest performance. You will see what made a viewer take action.
Viewability: a metric that is used to track what ads are viewed on a certain platform. In general, if a user views the ad for a few seconds, it may be marked as “viewed”. This metric may be a bit tricky, so the next point will help you get a more clear picture.
Completion rate: this is not only about the number of viewers who see the ad. Instead, you can check how many times and how many customers have viewed your ad completely. Thus, you may be sure the ad did not just appear for a few seconds but was really viewed from beginning to the end. This metric pairs well with viewability to provide a clear sense of how your ads are being watched.
Conversion rate: with the help of this metric, marketers can track the success of their ads by the number of purchases that followed after impressions.
ACR technology: the acronym stands for automatic content recognition and helps marketers better understand the viewership by letting them know what sort of content is being watched. With ACR, marketers can better tailor their creatives to the content that makes the most sense for their ads, showing viewers more relevant offers right after they watch some given content.
In order to measure your advertising campaign properly, you will need to define your KPIs first. Everything depends on your specific goal, but there are two main key points:
- ROI (return on investment)
This metric helps you understand how your investments work and what income you get out of it. It’s not always easy to calculate the ROI in case of TV marketing because sometimes it is about the value you obtain, not only dollar signs. However, if a ROI can be calculated, it should be at least 300% for you to consider your campaign successful.
- ROAS ( return on ad spend)
This key point shows how much you earn for every dollar spent on the marketing campaign. But the results will be based on the devices, not on the number of viewers. This is explained by the fact that several people might use a single device, i.e. people of different age and interests will see the same ads, so you can’t tell exactly in which case your ads worked effectively.
Analytics and measurement in CTV advertising bring tons of useful data for you to make proper adjustments to your ad strategy. Thus, you can get even better performance and higher revenue by improving your messages and providing your target audience with the best experience. Stick to a data-driven approach and make use of all the available measurement tools to control and improve the users’ journey, as well as boost engagement and conversion.