“With 98% of U.S. households reachable via CTV, the opportunities and audiences exist. CTV is now at the fingertips of many advertisers like it never has been before.” Adrienne Rice, Director of Media Investment at M+C Saatchi Performance.
In many ways, CTV is shifting to a mobile mindset. This means advertisers have a significant opportunity to test Connected TV campaigns and measure them in ways familiar to mobile marketers. CTV offers the benefit of seeing both immediate impact and measurable results on marketing and sales KPIs.
To gather views on how mobile marketers can utilize CTV campaigns, we’ve partnered with expert contributors from AppsFlyer, tvScientific, and Roku to bring valuable and actionable insights.
We hope you find this report valuable; if you have questions or would like to speak to our media team about running CTV campaigns, please reach out via US@mcsaatchiperformance.com
CTV audiences are highly valuable to advertisers, a great percentage of the audience is younger, offering reach to Gen Z and Millenials, and the household income tends to be high.
Adrienne Rice
Director of Media Investment
Key Takeaways
- Second screening - why the prevalence of mobile phones while watching TV is important when media planning.
- Measurement - advanced techniques such as Media Mix Models are important. They safeguard advertisers against ongoing privacy updates that will continue to limit data signals.
- Creative - consider multiple creative variations to support testing needs and placement context.
- Testing - essential to enable optimization of campaigns and best done well in advance to build on learnings
Creatives
Highlights
Get started with a test budget well in advance of key campaigns launching. This will enable campaign optimization and learning ahead of time and prevent wasted ad dollars.
Put time and effort into planning CTV creative. This could mean ensuring there are different versions according to KPIs and audience needs, for example, different messages for different audiences.
All mobile marketers should implement advanced measurement techniques such as Media Mix Models. This is important not just for CTV measurement, but also future proofs measurement across marketing channels as further privacy changes come about.
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