CTV Measurement - The Definitive Guide To What 'Success' Should Mean, But doesn't today.
Let's be real - high completion rates and intended household reach etc are NOT A SIGN OF A 'SUCCESSFUL' CTV AD CAMPAIGN. So why do we tell agencies and brands that they are?
We say it because in many regards it is reasonable and true. It's a form of CTV measurement that's an understandable narrative and an easy way to prove that a CTV ad campaign 'ran successfully'. But here's the thing -
There is a difference between an ad campaign 'running successfully' and an ad campaign 'being a success'.
At Origin, we have a problem with the fact that these phrases are both very different things and yet one is being used to justify the other.
The fact is that we exist in an age where CTV measurement crosses many thresholds. In fact, solutions exist that allow us quite frankly to define it however we want. For example, next-generation platforms like TVision Insights allow us to measure the physical attention an ad gets when it plays in the living room. Then you have bleeding edge contextual entities like IRIS.TV who make sure your ads run in the right kind of content environment.
Either of these could (and indeed should) be included on the left hand side of the CTV measurement diagram above (proving that your ad ran on a TV, within contextually relevant content, to people actually watching etc), so what we're actually seeing is a new era of CTV measurement that is already giving us the tools we need to redefine the way we measure delivery in a time when brands and agencies are looking more and more closely at their CTV investments.
While they speak to a new generation of CTV measurement, they still don't necessarily define the 'success' of your CTV ad campaign (when it comes to tangible outcomes), as this requires actual success to be something that can be attributed to a specific outcome. And these outcomes depend on what your campaign objective(s) were when you planned the ad campaign.
And it is here that we will pick up next time - in a world where what you can accomplish is high but expectations are even higher, what exactly should your campaign objectives be?
If you're in the process of planning a campaign and want a frank chat about CTV measurement, drop us a line and we'll chat: firstname.lastname@example.org
Until next time!
Origin is a pioneering creative technology company whose first to market Native CTV ad solutions are reshaping the way brands engage and activate consumers on the largest screen in the home.
Fusing dynamic content animation with proprietary ad serving technology, Origin's proprietary Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their voice on Connected TV.
Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.
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