The data and metrics that ensure that their marketing efforts are reaching the correct people are more important than content when it comes to maximizing the success of CTV advertising campaigns and making them profitable.
Daniel Trotta of Warner Bros. Discovery, Damian Pelliccione of Revry, and Erin Firneno of Advertising Perceptions discuss real-world examples of how CTV content providers and aggregators can offer targeted analytics and metrics that truly benefit their advertising partners in this excerpt from Streaming Media Connect 2024.
The types of first-party data and their advantages
“What kinds of research and data are advertisers currently using to measure the effectiveness of their CTV campaigns?” Firneno queries.
READ MORE: The Trade Desk Now Confirms It: Meet Ventura, The OS Will Consolidate Its Grip On CTV
Trotta talks on the types and advantages of first-party data. “From the standpoint of an SVOD service, we will be providing them with a significant amount of first-party data,” he states. Every campaign we run will include baseline data, such as the most-watched shows and the campaign’s reach, that we must report to advertisers. We can also respond to requests for more detailed analytics. Since we have several privacy obligations to manage when we hold the data, those must constantly be submitted for higher clearance.
He points out that there may be delays or difficulties in meeting these essential privacy obligations. In terms of what we must do for our subscribers and what we wish to do for our advertisers, he continues, “[It is] a very interesting push/pull.” “And to make sure [it] is handled properly and effectively for all parties, the product frequently sits between our ad sales team and the advertisers.”
READ MORE: Fubo Introduces Interactive CTV Ad Formats With A 47% Greater Purchase Intent Rate
The application of brand lift studies and impressions
Pelliccione is asked by Firneno to explain how Revry assists its sponsors in measuring their campaigns.
“The ability to measure the ROAS (Return on Advertising Spend) and the ROMIs (Return on Marketing Investment), specifically with FAST and AVOD, which is sometimes very difficult to do, is one of the biggest tools that we’ve been seeing a lot more with the brand lift studies,” says Pelliccione. In particular, we developed a platform called Prism Riot, the largest multicultural certified ad exchange in the world, with more than 300 billion CTV requests for sale each month. And it has made it possible for us to truly track and comprehend the viewer’s journey beyond only viewing the advertisement. With their own methodology, one of our largest advertisers this year informed us that our ROMI was just over $2.35, which is roughly $1.25 on a CTV average—perhaps $1.50 if you’re lucky. We’ve been leveraging that to promote other prospects because it was a huge success for us and a wonderful metric to hear from a big sponsor.
Radiant TV, offering to elevate your entertainment game! Movies, TV series, exclusive interviews, music, and more—download now on various devices, including iPhones, Androids, smart TVs, Apple TV, Fire Stick, and more.
