Connected TV (CTV) is the most talked-about channel today for successfully targeting and influencing consumers. It’s been transformed from a brand-marketing channel to one that functions like paid search and social, allowing marketers to launch self-managed campaigns that focus on superior targeting, incremental reach and trackable success. CTV is bringing performance marketing to TV.
According to a new survey by MNTN, CTV is the only platform that shows consistent, notable growth in its percent of devoted ad budget: Nearly three-quarters (73.8%) of marketers and agencies say they increased CTV ad budgets from 2021 (13% of budget) to 2022 (16%), and plan to do so again in 2023 (19% of budget on average).
And yet, a majority of survey respondents admit to being challenged by aspects of CTV’s creative, targeting and measurement capabilities. I believe these perceived obstacles are misconceptions—let’s call them myths—about CTV.
In order of respondent concern below, I’m here to address—and bust—five of them:
Myth #1: We can’t adequately track metrics with an integrated CTV reporting suite.
In fact, connected TV has the same digital roots as other performance platforms, such as search and social. CTV reporting extends beyond delivered impressions to show key performance metrics like return on ad spend (ROAS) and cost per acquisition. CTV can also track performance by creative, geo, audience and network to provide a full-picture understanding of your campaigns.
This means that every company—whether it’s an outdoor travel brand that outperformed its ROAS goal by over 200%, or a national jeweler that increased its conversion rates by 64%—can measure the metrics that matter most to them.
Myth #2: It’s hard to know whether your CTV creative approach is working and delivering ROI.
Not so. Thanks to comprehensive measurement, CTV allows you to A/B test one ad creative against another to determine which produces better performance. Be sure to…
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