Optimizing your CTV marketing setup for big screen success
Amy Gilmour, Content Marketing Manager, Adjust, Jun 17, 2024.
Fast becoming a marketing channel of choice, connected TV (CTV) capitalizes on the focused attention of enormous audiences viewing Netflix, Hulu, Disney+, and many more. The advantages of CTV advertising include:
- Ad tolerance on CTV is higher: Because they sit behind their TV screens, viewers are relaxed, receptive, and more open to learning about your app.
- CTV offers better ad quality: Think a visually and acoustically appealing experience—you’re temporarily owning the room.
- Marketers can increase their reach with CTV: CTV drives potential users to search and social, and lets you find users you wouldn’t have reached otherwise.
- CTV ads can boost LTV: Users exposed to CTV ads are more engaged with your app and more loyal to your brand.
Adjust’s CTV AdVision is the first comprehensive CTV solution on the market, solving the issues of fragmentation and opaque measurement that many in the marketing and advertising space fear.
Determining the right CTV setup
When it comes to successfully leveraging CTV as a performance channel, preparation is key. The beauty of CTV advertising lies in its dynamism and flexibility. It’s not a “one size fits all” approach; in fact, it can be configured in different ways depending on the needs and preferences of the marketing team. Here are the three main CTV marketing setups we’re seeing:
- Marketers working with Adjust partners that use Adjust CTV measurement
- Marketers comparing CTV measurement data from their CTV provider and Adjust
- Marketers combining CTV measurement data from their CTV provider and Adjust
Let’s dive into each type to discover the setup requirements and benefits.
1. Marketers working with partners that use Adjust CTV measurement
For several years, Adjust has invested heavily in next-generation CTV technology and, in doing so, has also cultivated the most robust network of CTV partners in the industry. We partner closely with CTV advertisement platforms such as Vibe and tvScientific, DSPs and tech and marketing agencies such as Wurl, Bliss Point Media, and Moloco, and CTV platforms such as Samsung, Roku, and Vizio.
When you engage one of our partners in your CTV marketing efforts, you can trust that the independent data used to measure and attribute is coming from Adjust. By accessing this data, you and your partner can reconcile CTV data and Adjust data in many ways: through multi-touch attribution, media mix modeling (MMM), incrementality, assist dashboards, etc.
A major advantage of this CTV model is that Adjust is capable of showing CTV's impact in the context of all of your other campaigns. Ads are only run on inventory directly measurable by Adjust, so you can easily see where installs are being attributed, and all the attribution methodologies match up.
2. Marketers comparing CTV measurement data from their CTV provider and Adjust
The second configuration for CTV measurement we’re seeing is marketers comparing the numbers they’re getting from their CTV provider and Adjust, to ensure accurate attribution before going any further.
This gives marketers the best possible advertising reach (the combined reach of a CTV provider and Adjust) and, as a consequence, higher conversion rates.
This method allows you to compare the in-context data Adjust is providing with the focused data the CTV provider gives you, including the data on linear that some CTV providers offer. You can use your own BI tools where you collect this data.
3. Marketers combining CTV measurement data from their CTV provider and Adjust
This configuration for CTV measurement involves marketers working off combined data from their CTV provider and Adjust, without going through a data comparison phase (to determine the attribution “source of truth”). In this case, the CTV provider receives all install data from Adjust and can then use their own systems to combine CTV provider data and Adjust data before analyzing in the ways mentioned above: through multi-touch attribution, media mix modeling (MMM), incrementality, assist dashboards, etc. Without the initial step of comparing the CTV provider data and Adjust data to get to the source of truth, there is a risk of data inaccuracy.
This method represents a convenient configuration option.
Which is the best method to choose?
When it comes to configuring your CTV setup in the way that’s most beneficial to your marketing team, many variables should be taken into consideration, including your CTV strategy and any existing CTV providers.
To talk through the best ways to make CTV work for your business, get in touch with your Adjust contact today or request a demo.
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