Wherever audiences go, advertisers are sure to follow. But with this rapid growth comes new challenges. Managing and activating TV budgets across platforms is no simple task. Understanding the performance and impact of these disparate media buys is even more difficult.

To maximize media investments in 2022 and beyond, marketers are demanding more accurate ways to understand CTV viewership and ROI. In the following sections, the steps they’re taking to achieve those outcomes include considerations of currency, household-level data and ways to approach incremental reach across audience living rooms — and their screens.

Legacy tools stunt measurement and opportunity

Historically, TV measurement has been restricted partly because of limitations in the panel-based standard currency used for TV advertising. This type of measurement provided modeled age and gender ad exposure data but didn’t enable the level of precision available in digital advertising.

To date, the most common currency in digital advertising is simply the number of ad impressions delivered. This is similar to TV’s standard currency, but they differ in the rich, detailed exposure that data-driven digitally delivered ads provide.

It’s no secret that there have been long-standing issues in the small panel used to model TV ratings. As eMarketer reported, inconsistent measurement is the top CTV advertising challenge facing U.S. marketers and agencies. Headlines around the Media Rating Council’s recent decision to end accreditation for TV ratings have only accelerated the urgency to update or replace these legacy tools.

It’s time to take advantage of the growing data

More robust household-level TV viewing data is available for a growing portion of TV inventory as audiences increasingly tune into addressable-enabled television.

These insights pave the way for TV advertisers to measure and manage ROI better, providing more granular data on the impact of digital ad exposure across closed-loop sales lift and brand awareness.

This dramatic improvement in TV data and measurement creates inconsistent TV metrics that complicate successful TV spend management. Additionally, TV networks have limited ability to use new technologies that could enhance the targetability and measurability of their linear advertising.

With its extensive modeling, today’s TV currency restricts the amount of TV inventory that networks can convert into a more precise, addressable format.

Where do CTV marketers go from here?

Amid the mounting pressure to improve or replace legacy TV currencies, the industry is seeing new solutions emerge. Though there’s no silver bullet, diversification and differentiation in measurement and metrics can improve transparency across screens, devices and audiences. These approaches include:

• Incremental reach. Understanding incremental reach to linear audiences is a crucial first step for brands. Unified planning and reporting tools, such as the Yahoo Unified TV Report (powered by numerous data sources, including VIZIO Inscape ACR), enable brands to understand incrementality across several dimensions, …read more

  Source:: Digiday

        

  

  Author: Aaron