CTV Attribution and How It Works

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CTV Attribution

It is so important as an advertiser that your marketing approach is the right one. All large companies with big marketing budgets will be putting in a lot of effort and planning into the right strategies in order to get the best ROAS (Return On Ad Spend). 

Finding the right approach doesn’t even have to be that difficult. There are so many tools out there to monitor analytics and specific data that basically tells you what you need to do in order to have a successful marketing campaign.

How to Maximize Your Marketing Efforts with Attribution 

Attribution, within marketing, is one of the many tools that advertisers can use to their advantage. You can learn more about how advertisers can capitalize on enhanced CTV attribution in this post

Attribution will allow advertisers to see just how effective campaigns are. They can even delve deeper to see what points of the campaign worked best for them, so it can be incorporated in further campaigns. 

You can see at what point a customer decided to take action and make a purchase. Once you know what it is making your customers buy, you can really accelerate on this point. 

CTV attribution works in a slightly different way as they aren’t as accurate as other marketing attributions. CTV ad campaigns will offer attribution that is based on probability. As an advertiser, you will be given access to reports that offer estimations about the data and success of a campaign. 

For example, what the demographic of the audience will be. This is useful information, however, it does make it a bit more difficult to plan the right strategy that will lead to sales. You will be able to measure CTV ad performance from the statistics you are given, as you will be able to see detailed analysis on viewer behavior, so their watch time, what they like to watch, etc.

CTV ads cost between $20-$50 per 1000 impressions, typically. The price is influenced by a number of factors, but this is what you could expect to pay. Before the ad campaign has been completed, advertisers will look into the CTV measurement and OTT measurement metrics. All this basically is, is seeing how successful the campaign was. 

The most popular way to measure the success of the campaign is by ROAS, which as we mentioned before, stands for ‘Return On Ad Spend’. An advertiser might forecast this, for example, they might have a budget for their CTV ad campaign of $1000, and they could expect a return of $2500 in sales. Of course, this is not definite, it is an estimation based on the data they have been provided ahead of the campaign launch.

A Range of Ad Opportunities (An Example of YouTube) and Conversion Rates 

The main success point of a campaign to look for is obviously the conversion rates, that will be top of the list. But also the brand awareness from it. Not always a potential customer is going to buy from a company they have seen an ad from. 

But if they remember the ad and it sticks with them as something they could potentially be interested in, then the likelihood is they will come back to it and buy at some point in the future. 

How many times have you seen an ad for something you are interested in, then either bought straight away, or bought in the future? These could be CTV ads that you have seen on social media apps, like YouTube. 

YouTube is a great example of a company that offers a range of ad opportunities. You will notice these ads will be relevant to your interests more often than not, that is because advertisers know that you are going to watch that sort of content.