With paid search and paid social usually top of mind when it comes to digital advertising, programmatic and connected TV (CTV) are becoming key players in today’s media landscape.
Long before the pandemic, people were already cord-cutting and entering the world of streaming, whether it be from high-definition TVs in the comfort of their homes or ipads while traveling and on-the-go. With an estimated 244.7 million streamers in the US as of 2021, the pandemic combined with the pre-existing desire to step away from linear television has created a greater demand for CTV advertising like never before.
What do CTV and OTT have to offer?
First, it’s important to understand the key differences between CTV and over-the-top (OTT) advertising since the two terms are often used interchangeably.
CTV advertising refers to all video that is displayed across a TV, such as Smart TVs, game consoles, Rokus, and fire sticks, whereas OTT advertising refers to video that is displayed on desktops, mobile devices, and tablets through the use of the online web or apps.
While both offer high-definition experiences for users, CTV is considered premium, highly sought-after inventory that comes at a much higher cost. Both CTV and OTT offer advertisers the ability to stream their ads through anything, including top television programs, live sports content, top network programs, and more.
From 2020 to 2021, the top five players in the game – Netflix, YouTube, Amazon Video, Hulu, and Disney+ – saw an increase of at least 25% in their monthly viewers. This growth displays a huge opportunity for programmatic marketers to create high-quality brand awareness beyond the traditional approach to advertising.
How to measure your campaign’s success
The most notable recent development in CTV measurement is the ability to attribute an action or result to a user who has viewed an ad. Thankfully, this has addressed one of the main concerns advertisers have historically had with CTV – the question of how marketers can be sure that their investments in CTV result in a promising return on investment (ROI).
The main purpose and goal for CTV advertising is raising brand awareness. But how can you actually determine whether or not your campaign has been a success?
Since view-through rates (VTRs) are always high due to non-skippable inventory and click-through rates (CTRs) are almost irrelevant as it’s not an option when streaming on your TV or device, neither of these metrics would be good key performance indicators (KPIs) to measure the success of your ad.
However, using pixels that are placed on the client’s website allows for internet protocol (IP) matching. This method allows marketers to identify a user who has viewed the ad and visited the webpage later on. Attribution windows are used to set a timeframe in which that match is counted.
Additionally, further developments in CTV advertising have now made retargeting possible. Cross-device targeting can be used in order to identify users who were served CTV ads so that we can retarget them across any of their devices, including desktop, mobile, or tablet with a different type of creative or message. Although this tactic is not yet widely available, there are vendors who offer this new, exciting capability.
As CTV and OTT continue to evolve and become fundamental parts of digital media planning, their tracking and targeting capabilities also continue to grow.
At Croud, we are able to leverage this inventory programmatically ourselves within platform, or by working directly with vendors who provide a wide variety of reporting dashboards, demand side platforms (DSPs), data segments, and partnerships. This provides us with access to the best of what CTV has to offer and allows us to help build sustainable digital strategies for our clients.
Our programmatic team can leverage key opportunities like IP matching, retargeting, network and program level reporting, category/interest/household level targeting, customer relationship management (CRM), and more.
By having the ability to vet and structure custom private marketplaces (PMPs) with an endless selection of vendors in the space, we can programmatically buy what is best for our clients based on their goals and KPIs.
There are so many important variables that the programmatic team at Croud takes into account when making these decisions. We strive to work with partners who have our clients’ best interests in mind, can provide transparency, offer competitive pricing, place value on brand safety, and ultimately, have the best offerings especially when it comes to measurement.
To wrap up…
As we continue on in 2022, there is no doubt that the number of CTV users will continue to grow and, with that, so will the technology behind it. New offerings are constantly being churned out – and Croud’s programmatic team are always up-to-date on all the latest developments so that we are well-placed to provide our clients with the best opportunities. There are so many new and exciting ways to expand your digital scope in the advertising world, especially when it comes to programmatic!