Interviews, insight & analysis on digital media & marketing

CTV: How can you evaluate performance? (part two)

Alexis Wrightson, Lead Product Specialist in EMEA at Quantcast, shares more best practices for embracing CTV.

Bringing Top Quality First-Party Data, Technology and Content Together

Over the past few months, we’ve heard a wide variety of perspectives across the industry about what’s ahead for CTV and the most prominent opportunities to establish better practices in this evolving medium. From knowing which teams are responsible for buying ad inventory given the convergence of linear and digital objectives at play in CTV, to knowing which performance metrics prove the desired outcomes marketers seek, here is the second article in our series of best practices for embracing CTV today.

Insights-led Planning Framework

At Quantcast, we’re often praised for our unique audience insights, which brings an understanding to “who” your audience is. Marketers can have first-party pixels placed on their site or have CRM lists uploaded into the platform to quickly gain access to the millions of data points Quantcast assesses in real-time. This brings a rich understanding of demographics and interests at a category, sub-category and keyword basis for marketers to understand what their upper funnel, brand awareness planning should look like. 

Technology That Reduces Friction and Increases Data Fidelity

When buying media, the value of a clear starting point should never be underestimated. Validating where to focus attention on a singular platform has never been more valuable, and the same goes for CTV planning. With the third-party cookie crumbling, it’s important to partner with technology providers built on the foundation of good quality data sets. Only then can marketers begin the journey of truly assessing customer behaviour with the brand. How better to have a conversation with your audience, inform your desired audiences, optimise creative according to these insights than having that baseline level knowledge?

Inventory Enablement and Facilitation

In addition, prioritizing the right inventory for campaigns can give brands and agencies access to the best content and highest grossing shows available in CTV-watching experiences right now. Building, optimising and refining a CTV inventory ecosystem is just another channel that requires selective environments and Quantcast is invested in being able to provide the best there is to offer, reducing fragmentation and with more to come in this space. 

So, What Next in CTV?

Writing this series has illustrated to me that the industry is not quite ready to fully embrace the world of CTV; but with strides in the market and various parts of the ecosystem working together toward alignment we can eventually get to a point where CTV is an established part of media plans and measurement. 

When considering how to include CTV in your media mix, choose partners that enable your advertising investments and allow you to validate spend to the best capabilities there are in-market. Start with measurement in mind and with that, targeting will become much easier to understand and deliver. Set realistic goals of what you can measure right now, including modelled visitation and brand lift, and establish new benchmarks and best practices from what you learn. 

Remember to test, and test again.  As with all emerging channels, those that dare to try will learn faster and be in a position to really take advantage of the innovation that is happening around us. 

Advertisers can use the Quantcast Platform to plan and validate custom audiences and discover compelling supply for their audiences across CTV, desktop, and mobile. More about Quantcast’s brand advertising solutions on the Quantcast Platform can be found here.

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