This post is sponsored by Oracle Advertising.
CTV is unquestionably becoming a critical piece of the advertising pie. After months in your home in lockdown, without restaurants, cinema or live occasions to attend, television– more specifically, CTV– was the real winner.
In between Q3 2019 and Q3 2020, streaming adoption increased 11% among audiences ages 35-54 and 18% amongst audiences 55 and older. Marketers responded by flocking to CTV stock in droves. According to an eMarketer research study, CTV financial investments in the United States grew by 40.6% year-over-year in 2020 to more than $9 billion. By the end of this year, US ad spend is projected to climb to $13.41 billion.
Even as CTV becomes a reputable marketing channel, measurement and calibration of advertisement invest efficiency on this channel– and together with more comprehensive cross-channel projects– has stayed an untamed Wild West. For all of the measurement advantages related to the digital nature of CTV marketing, it likewise has the prospective to present a lot of the very same efficiency obstacles– specifically, issues around video viewability, brand name safety and ad fraud. According to one research study by Pixalate, CTV void traffic represented 24% of all CTV programmatic advertising in Q4 2020.
While viewability requirements presented by the Media Rating Council in 2014 took one little action toward these efficiency obstacles, they only represent a beginning location for an efficient ad confirmation technique. To much better record a total picture of all these issues at as soon as and prioritize incremental development in their CTV campaign optimization, leading brand names are recognizing they require to go deeper than these standard requirements to more precisely measure consumer attention– not simply whether an impression had an opportunity to be seen
Duracell, for example, has partnered with analytics and measurement business Oracle Moat to introduce more granular attention metrics that would permit them to more effectively determine media effect. A few of these metrics consist of Visible on Complete (VOC), Visible and audible on Complete (AVOC) and Audible Duration. Not only do these metrics help confirm viewability, however they help Duracell focus on campaign optimization.
” We always thought that CTV would have good viewability, AVOC rates– and primarily that was confirmed,” stated Jon Ones, worldwide digital marketing senior supervisor at Duracell. “But in working with Oracle Moat, we understood that we required to put a larger concentrate on brand name safety and ad scams when it pertains to CTV. … Of course, what we need to know is that the customer is exposed to the entire ad with sound on, however we also desire to validate it is a real human being on the other end.”.
In collaboration with the Oracle Moat team, Duracell is now discovering that it can enhance project efficiency by focusing on three things: (1) making certain advertisements are reaching their designated audiences, (2) confirming they are viewable and valid and (3) examining whether they resonate with thorough TV attention information.
In turn, these measurement capabilities are now allowing Duracell to take the next action– connecting attention to cost. By overlaying Oracle Moat attention data with expense data, Duracell is able to further inform its purchasing techniques.
” That information overlay is enabling us to take a look at expense per finished view for different ad lengths and platforms,” Ones stated. “So even if the advertisements were on totally various platforms, we can determine the conclusion rate expense information to get a very granular apples-to-apples view of where we are getting the best value.”.
As brands continue to look for new insights that can inform when and where CTV advertisement purchases fit into their projects, attention measurement offers an important beginning indicate make high-impact, cost-efficient decisions.
Even as CTV ends up being a reputable advertising channel, measurement and calibration of advertisement invest performance on this channel– and alongside more comprehensive cross-channel projects– has stayed an untamed Wild West. For all of the measurement advantages associated with the digital nature of CTV marketing, it also has the potential to present many of the same performance challenges– namely, concerns around video viewability, brand security and ad fraud. According to one study by Pixalate, CTV void traffic accounted for 24% of all CTV programmatic marketing in Q4 2020.
“But in working with Oracle Moat, we recognized that we needed to put a larger focus on brand safety and ad scams when it comes to CTV.