November 19, 2024

CTV - What & Why

Attribution Explained

Think of attribution as simply connecting two data points. In the case of Connected TV (CTV), we're simply connecting data point A) incoming visitors to your website to data point B) the audience we showed a TV ad to and reporting on the action they took once they arrived on your website. We're able to use this data to measure performance, optimize to top performing ads, times of day, day of week and more.
With the

Attribution Window

The attribution window is a defined period of time in which a person was shown your ad and then took further action, such as visiting your website. You can choose the lookback window to measure the effectiveness our TV campaign had on your website. We'd recommend 7 days, but you can do anything such as:

  • 1 hour
  • 6 hours
  • 12 hours
  • 1 day
  • 2 days
  • 3 days
  • 7 days (most common)
  • 14 days
  • 30 days

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“User engagement and experience has become a major focus for any web-based service in recent years”

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How It Works

  1. Your ad is shown to a specific audience.
  2. Someone from this audience completes an action, such as visiting your website.
  3. The pixel we provided you with during campaign set up, signals that an event on your website occurred as a result of seeing an ad.
  4. Our attribution solution matches the users IP address with the IP addresses that we've exposed an ad to within the attribution windows in place.
  5. All of the conversion events that occurred, such as page view, add to cart, purchases, etc. are recorded and surfaced in our reporting dashboard.

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The Benefits of Connected TV

For years, CTV was pretty fragmented and inventory was gatekept by the F500 companies with large ad budgets and high cost commitments. In recent years, the channel is a lot less fragmented, more consolidated and more easily accessible to SMBs without commitments.
When compared to your typical online video campaigns, there are multiple factors that make CTV the superior choice.

  1. Sound on. Unlike many video ad slots across the open web, CTV ads are inherently audible by default.
  2. 100% share of voice. For the :15 to :30 seconds a TV ad slot is shown, your brand is front and center while your target audience consumes their favorite content.
  3. CTV ads aren't skippable, so we're able to essentially guarantee that your videos will be watched for their full duration unless a user changes the channel.
  4. Audience targeting is similar to that of Meta and Google nowadays in that you can target across multiple different data points to reach your target audience.

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Interested?

Let us know who you're looking to target and we're happy to put together a custom tailored proposal to help you expand your marketing efforts into CTV.

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