Connected TV (CTV) is emerging as a vital media channel, particularly for brand awareness, and its growth is expected to continue into 2025. While B2C and D2C brands have quickly adopted CTV, B2B brands face challenges. Setting realistic expectations for CTV's role is essential; it functions best for upper-funnel metrics rather than direct conversions. Additionally, measuring the impact of CTV on other channels and ensuring adequate budget and time for testing are critical for success and incrementality assessment. By utilizing approaches like geo lift tests, advertisers can accurately gauge CTV's effectiveness.
Connected TV (CTV) is gaining traction as a major media channel, offering unique opportunities for brand awareness and advanced digital targeting, especially in B2B sectors.
Setting proper expectations for CTV is crucial for executives. CTV should be seen as a tool for brand awareness rather than just a bottom-of-funnel performance channel.
Success in measuring CTV campaign effectiveness means moving beyond unreliable metrics and utilizing approaches like geo lift tests to quantify CTV's impact.
To fully leverage CTV, advertisers need to dedicate sufficient time and budget, understanding that it requires a long-term commitment for accurate measurement.
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