Connecting the dots: Connected TV attribution


It’s nothing new that today’s consumers are changing the way they view TV content. No longer are viewers locked into a strict set of programming options as far as what programs are on at what time. Instead, they have the ability to watch the TV content they want at almost any time across a number of internet-enabled devices such as Smart TVs, OTT devices, and gaming consoles.

In fact, according to the IAB’s recent whitepaper on Connected TV (CTV), CTV is accounting for 35% of broadcasters’ online video supply in Australia. And while this might suggest that TV in the traditional sense is on the decline, that is not actually the case. Viewers may be the ones driving the evolution of TV, and have an increasing number of options for accessing entertainment content, but TV as a whole is growing.

That being said, while the same IAB report estimated 2.9 billion ad opportunities across Australia’s main four free to air broadcasters’ CTV streams in 2017 – with that number set to increase throughout this year – advertisers have been slow to move. Specifically,  many marketing professionals seem to be confused as to how this high-impact format ties into the rest of their marketing mix.

Where does CTV fit?

Is it broadcast or is it digital?

Who owns the channel planning?

Let’s take a look.

Connected TV channel planning

As CTV content is viewed across the traditional TV screen and occupies attention and space in a household—CTV planning should sit within the greater TV planning channel. The ads shown over CTV are still streaming via the same big TV screen, even if it’s not over traditional broadcasting avenues.

The benefit of a CTV media buy over traditional linear TV is that it enables marketing professionals to access insights and data that have typically only been available for digital campaigns. However, to fully access and act upon this information, your technology partner needs to be able to provide household level data and targeting capabilities. DMPs, like dataxu’s OneView™, can help connect the dots.

A complement, not a replacement

A CTV campaign should not replace your traditional TV campaigns. In fact, the two work together well and complement each other as well as any additional digital campaigns you may be running.

When working together in a single campaign, both CTV and traditional TV have the ability to reach and engage a highly targeted audience within the important “lean back” viewing environment.  CTV also provides the added bonus of online and offline attribution. For example, if a viewer or household is shown a particular ad, CTV solutions can identify when that viewer has visited the brand’s website and made a purchase within a certain period of time.

RELATED: Kickstart direct-response marketing success with Connected TV

The tech behind the solution

Technology provides you the ability to track and connect the dots between TV and sales. With the rise of CTV you can now effectively utilize valuable insights and data to track measurability and sales success.

We often hear and read about video anywhere, anytime across any device, but in reality is it purchased in the same context. Today’s consumers are engaging with more than 5-8 devices each day, so marketers should focus on a true multi-screen strategy rather than keeping it siloed across channels and extend the message above and beyond the TV.

Best of both worlds

Connected TV is a new and exciting opportunity for marketing professionals. It attracts engaged audiences at scale and it’s growing quickly. There are certainly some challenges which means that CTV doesn’t fit neatly into exclusively a digital or TV pigeonhole, but with the impact of traditional TV advertising and the precision offered by digital advertising, there’s no question that CTV is a valuable asset to every media plan.