Advertisers want:
- To target linear light TV viewers
- To measure the return from premium investment
- A solution that works aross all platforms
Measurement
The big opportunity - CTV
Measurement - a new approach
Why a new solution is required for CTV:
- Click through rates are dependent on viewers clicking the advert
- Digital video consumed on non-clickable devices (CTVs)
- Proportion of digital video consumed by non-clickable devices growing
Our partner
Adalyser’s deterministic attribution model measures the performance of Connected TV campaigns against your key acquisition metrics. A website tracking tag automatically captures website visits and key conversion goals. Integration with Adjust, Branch and AppsFlyer provides a simple solution for tracking mobile app downloads and in-app events.
Performance Measurement Methodology
Exposure / Response
Adalyser's deterministic model uses household IP address as an anonymous data point to join exposure to a CTV advert with a response to an advertisers website or mobile app. This approach enables cross device attribution of CTV advertising without the requirement to share user data.
Challenge - Baseline
Control / Test
It is important to measure the causal relationship between ad exposure and response. In a multimedia environment, how do we isolate the impact of CTV? Adalyser’s uses test and control groups to compare the response rates between audiences that have viewed the ad versus those who have not been exposed to the campaign.
Audience Project
The Audience Project
The Audience Project is a connected TV panel that overlays with BARB data to give a richer overall view of the whole television landscape in a way that has not been visible previously. Working with this partner enables us to know exactly who is watching our channels and therefore what audience we can sell.
Questions Audience Project answers:
- How many do I reach?
- Who do I reach?
- How often do they see my campaign?
- Which channels are the most effective?
- What is my incremental reach vs my linear campaign?
We can use this information to inform programming decisions and open up new categories of advertisers.
Getting set up - lightweight and simple
Campaign tracker - CTV impression
Media16 will add an impression tracker to the advertiser’s campaign
Response tracker - Advertiser website
A tracker is added to the advertiser’s website
Case study
World Wildlife Foundation
WWF use DRTV within the overall media mix on a consistent basis to help drive adoptions, donation and memberships. With a thorough test and learn strategy from the media agency, Connected TV has been trialled on a number of occasions across 2020-21.
In April, CTV delivered a cost per acquisition 71% more efficient than linear TV
In May, CTV delivered a cost per acquisition 67% more efficient than linear TV
Approach
Campaigns were planned to run Monday to Sunday, all-time. Traded vs All Adults. All stations were tested with a suitable distribution across the portfolio. Several of the top performing 30" creatives were used.
Results
CTV has delivered some outstanding results to date and remains on various plans for the future. Accurate measurement is absolutely key, being able to understand incremental responses and the ROI this delivers.
TV viewing habits are evolving and it is very encouraging to see non-linear driving such a strong return.
Both campaigns delivered + 26% incremental acquisition, when compared with linear TV