How advertisers are leveraging omnichannel attribution and measurement to power CTV

Sponsored by MNTN

Connected TV advertising has joined and expanded the larger ecosystem of campaigns that advertisers deploy. As such, omnichannel marketing strategies now encompass television and mobile devices, tablets and other screens such as out-of-home. And as customers engage across these different touchpoints, brands are seeking and moving their measurement and analytics efforts to solutions that capture the customer journey across devices.

Unfortunately, whether it’s verifying visitors as they navigate multiple devices, determining a standardized measurement framework for omnichannel environments or tracking channel attribution, advertisers face hurdles in evaluating customer journeys within these spaces.

“CTV can help solve a lot of problems, and it can be tweaked as priorities change,” said Alexa Tierney, senior director of customer success at QuickFrame by MNTN. “Advertisers should come with challenges they want to solve and work with their tech partners to map out how they can set up testing roadmaps to solve it.”

To address these challenges, in collaboration with those technology partners, brands are using multichannel and multi-device attribution strategies/solutions to better connect with audiences via CTV.

CTV advertisers are developing new tactics for tracking and analyzing audiences across devices

As CTV advertising continues to evolve, an increasing array of consumer devices have come into play. The proliferation of screens and channels requires new measurement strategies so advertisers can capture data and analyze audience behavior.

For example, advertisers running CTV campaigns with accompanying display or banner ads served on mobile and the web also target audiences on social media and DOOH with creative aligned with CTV — all to engage consumers at multiple touchpoints. And while targeting these audiences across different devices and channels with unified campaigns allows them to deliver consistent messaging, it doesn’t guarantee they can consistently and accurately measure performance from touchpoint to touchpoint.

With standardized CTV measurement still in its early stages — especially within multi-device environments — advertisers are finding it necessary to be discerning when they evaluate their options. What is often found to be helpful are functionalities that access secondary data sources to help corroborate campaign performance. Many CTV platforms also offer integrations with third-party analytics platforms to address this. According to experts, there is progress underway.

“With a multichannel approach to CTV, marketers have to be able to unify the way they track campaign performance,” said Rafa Bracero, director of marketing strategy at MNTN. “Being able to effectively unify the omnichannel experience for CTV makes a really big difference for brands.”

Still, there is no one-size-fits-all CTV attribution strategy. Brands track different KPIs and place varied value on each, and they need solutions that take the whole customer journey into account, allowing them to build consistent, accurate attribution frameworks.

Advertisers are tapping into purpose-built attribution models for holistic views of customer journeys

Television ad effectiveness has historically been difficult to track; advertisers often haven’t known how impactful their campaigns have been. With the rise of cross-device and cross-channel advertising, attribution models have become even more critical to CTV marketers.

“With CTV, a viewer who is excited about an ad on …read more

Source:: Digiday