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The big opportunity - CTV

Advertisers want:

  • To target linear light TV viewers
  • To measure the return from premium investment
  • A solution that works aross all platforms

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.

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.

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.

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.

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

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
What our clients say

CTV has been a fantastic test channel for WWF, driving great response volumes at a very competitive CPA. All results are fully trackable within our suite of attribution tools and Media 16 has made the process very straightforward. It has proved to be a great way to supplement our hugely successful linear DRTV activity, driving incremental responses and an increased ROI.”

Tim Newis
DRTV Lead, Dentsu London
What our clients say

CTV has been a fantastic test channel for WWF, driving great response volumes at a very competitive CPA. All results are fully trackable within our suite of attribution tools and Media 16 has made the process very straightforward. It has proved to be a great way to supplement our hugely successful linear DRTV activity, driving incremental responses and an increased ROI.”

Tim Newis
DRTV Lead, Dentsu London

Contact us

Want to find out more? Get in touch today.

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