The Evolution of CTV Measurement: Unveiling the True Potential of Connected TV Advertising
In the ever-evolving world of digital advertising, the rise of Connected TV (CTV) has garnered significant attention. Advertisers recognize the immense potential of CTV as a powerful marketing channel, but its growth has
been accompanied by persistent measurement challenges. The lack of transparency, precision, and reliable audience data has left many questioning the effectiveness of CTV advertising. However, as the industry strives to overcome these hurdles, a new era of CTV measurement is on the horizon, promising to reshape the marketing technology landscape. I want to explore the current state of CTV measurement, the pressing need for direct connections, the role of CTV within the omnichannel equation, and the innovative partnerships paving the way for a brighter future. The Measurement Conundrum: Separating Reality from Buzzwords As the popularity of CTV advertising continues to grow, more and more companies are investing in this technology. However, many are finding themselves struggling to measure the effectiveness of their campaigns. Despite claims of "great targeting" and "AI-powered optimization," many advertisers are left with vague promises and little concrete evidence to support their efforts. This lack of transparency in CTV advertising is a major concern for many companies. Without precise measurement and clear results, it becomes difficult to make informed decisions about where to allocate marketing budgets and how to optimize campaigns. As one industry observer noted, "AI Targeting turns out to be nothing but buzzwords and absolute nonsense." He pointed out that one solution that had gained attention in 2022 had absolutely zero proof that it actually worked. Why are
media buyers even considering these companies if it's complete and absolute BS? Because they are frankly, completely lazy and probably don't read this column. Who is this company? Feel free to ask me personally. This lack of concrete evidence only serves to undermine the credibility of CTV advertising as a whole. To truly
optimize CTV campaigns, advertisers need to demand more from their partners. They need to push for greater transparency and accountability in measurement practices. This means looking beyond vague claims of "great targeting" and demanding tangible evidence of campaign performance. Only then can advertisers make truly informed decisions about how to allocate their marketing budgets and drive real results. By demanding more from their partners, advertisers can help to ensure that CTV advertising
continues to deliver real value for years to come. The Dark Side of CTV: Frauds, Reselling Practices, and Inventory Confusion The CTV industry has seen some impressive growth over the years, but with it comes some concerning practices that have tarnished its otherwise stellar reputation. Opaque reselling
practices, fraud schemes, and inventory confusion have made it difficult for advertisers to trust the CTV landscape. It's shocking to learn that CTV ad fraud schemes have risen by 70% between 2020 and 2021, and that an estimated $140 million has been siphoned off from the marketplace. As a result, advertisers are looking for more direct means of buying CTV inventory, which has led to a reduction in the number of intermediaries involved. To address these challenges, publishers and advertisers are having more direct conversations. Brands are demanding transparency, which has led to the rise of supply path optimization. This solution brings buyers and publishers closer than ever before, and it is making a huge difference in the industry. With supply path optimization, advertisers can be sure that their ads are being seen by the right people, and publishers can make more money by selling their inventory directly to
buyers. It's a win-win situation for everyone involved. The Pursuit of Precision: CTV in the Omnichannel Equation Well, well, well. Looks like CTV has some growing up to do. It's time for CTV to move out of its silo and join the big kids in the omnichannel playground. The current disconnect between CTV and
other digital and mobile channels just isn't cutting it anymore. If CTV wants to reach its full potential, it needs to integrate seamlessly with the larger omnichannel framework. Why is this so important, you ask? Well, for starters, advertisers are looking for opportunities to buy CTV inventory in a way that aligns with their broader digital strategies. They want to maintain a direct connection to the source and ensure they
can maximize their ROI. And who can blame them? We all want to get the most bang for our buck. So, if CTV can integrate and form direct relationships with advertisers, everyone wins. The future of CTV buying lies in integration and direct relationships, my friends. This is not a drill. CTV silos can no longer stand on their own. It's time to join forces with the rest of the digital world and unlock the full potential of CTV.
So, let's all raise a glass to integration and say goodbye to silos once and for all. Cheers to a brighter, more connected future! Paving the Way: Innovative Partnerships and Groundbreaking Solutions Recognizing the urgent need for reliable measurement solutions, industry
leaders have come together to pioneer new approaches to CTV measurement. Brand Metrics, a global technology company specializing in demonstrating the effectiveness of digital advertising, has partnered with XITE, a music video streaming service, to develop a world-first CTV measurement solution. This partnership aims to provide advertisers with concrete evidence of campaign effectiveness, addressing the long-standing challenge of measuring the impact of CTV campaigns. By combining measurement
methodologies with comprehensive data, this collaboration promises to revolutionize how CTV advertising is assessed. Similarly, DoubleVerify, a renowned ad verification and measurement company, has joined forces with TVision, a provider of second-by-second TV viewing analysis. Their alliance seeks to offer a holistic attention measurement solution for CTV advertisers. By combining ad
exposure data, viewer presence, and eyes-on-screen attention signals, DoubleVerify and TVision aim to provide superior performance-based measurement on CTV. This comprehensive solution will enable advertisers to justify budget allocations, validate campaign effectiveness, and optimize digital investments. Looking Ahead: A Bright Future for CTV Measurement The convergence of increased CTV ad spend, measurement challenges, and the drive towards omnichannel integration sets the stage for a transformative period in the marketing technology landscape. As CTV data becomes more precise, accessible, and actionable, advertisers will pivot towards targeted and nimble buying and optimization strategies. The industry is on the cusp of a marketing technology M&A
landscape that prioritizes CTV opportunities focused on measurement, omnichannel integration, and minimizing steps between publishers and advertisers. As economic pressures mount, CTV must prove its worth at the omnichannel media table to earn its place and deliver superior outcomes for brands worldwide. Again, growth of CTV advertising has undeniably disrupted the digital advertising
landscape, but measurement challenges have hindered its full potential. However, the industry is not shying away from the problem. Through innovative partnerships, groundbreaking measurement methodologies, and a drive toward omnichannel integration, the future of CTV measurement looks promising. As CTV evolves, advertisers will have access to reliable insights, actionable data, and enhanced transparency, ushering in a new era of precision and effectiveness. The time has come for CTV to
demonstrate its maturity and solidify its position as a game-changing marketing channel. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
Good-Loop, the ads-for-good platform, has joined forces with SeenThis, an adaptive streaming tech platform, to tackle the carbon footprint of its purpose-driven ad units. By leveraging SeenThis' streaming technology, Good-Loop aims to minimize data waste and carbon emissions associated with its video and display ads.
This collaboration allows for optimized creative content delivery, reducing data transfer by up to 40% compared to traditional methods, resulting in faster loading times and a more environmentally friendly approach. Good-Loop's unique ad units, such as Watch To Donate and This Ad Does Good, will now be streamable, enabling viewers to contribute to charitable donations and eco-friendly initiatives. This partnership is another step taken by Good-Loop to promote sustainability within the
advertising industry, as it continues to measure carbon emissions through its Green Media technology and encourages advertisers to prioritize environmentally conscious media partners. With this move, Good-Loop CEO Amy Williams is excited about providing a better viewer experience while staying true to the company's mission of fostering a sustainable ad ecosystem.
GainShare and KeyTV Network have joined forces in a strategic partnership that aims to
optimize content and boost brand growth. This collaboration between the performance marketing agency and the esteemed media platform, founded by the talented Keke Palmer, will leverage GainShare's expertise in optimization and targeted advertising to expand KeyTV's reach and captivate its desired audience. By bridging the gap between content, the creator economy, and a performance-driven approach, this partnership embodies the future of audience engagement and storytelling for the next
generation. KeyTV Network, curated for millennials and Gen Z, unlocks the doors to authentic and diverse content, while GainShare's digital marketing prowess takes it to new heights. Together, they're revolutionizing the media landscape with a data-driven and innovative approach.
Nano influencers, who typically have between 1,000 and 10,000 followers, are gaining attention from brands as cost-effective marketing partners. While they
may not have the massive reach of macro or mega influencers, nano influencers offer unique advantages. They are budget-friendly, making them suitable for small businesses with limited budgets. Nano influencers often have a more targeted audience, allowing companies to promote specific products or services to a particular demographic. Additionally, nano influencers tend to have higher engagement rates, meaning their followers are more likely to interact with their content. Their authenticity and
relatability also make them trustworthy in the eyes of their followers, leading to higher levels of influence and trust. Companies can find nano influencers through various platforms and services that offer influencer databases and search capabilities.
JPMorgan Chase has reached a settlement agreement to pay $290 million to victims of Jeffrey Epstein, the convicted sexual predator. The settlement is intended to resolve claims that the
bank knowingly supported Epstein's illicit activities. If approved, this would be one of the largest settlements in a civil sex-trafficking case. JPMorgan Chase managed Epstein's accounts from 1998 to 2013, despite his guilty plea in 2008 for soliciting prostitution from a minor. Epstein, who had connections to influential individuals, was accused of recruiting underage girls for sexual purposes between 2002 and 2005. He died by suicide in 2019 while awaiting trial. JPMorgan Chase denies any
liability in the case and has pointed to former executive Jes Staley, a close friend of Epstein's, as potentially responsible. The bank is also facing similar claims in a separate lawsuit filed by the US Virgin Islands, where Epstein owned a private island..
The emergence of generative artificial intelligence (GAI) has raised concerns among SEO experts and content creators regarding copyright infringement and plagiarism. Google's
Search Generative Engine (SGE) has been accused of cobbling together facts and text snippets from various sites, often word-for-word, without proper citation. This poses challenges for publishers as their content is used without appropriate attribution, and it also affects traffic to their websites. Unlike Microsoft Bing's GAI link experience, where blue links allow readers to click through to the publisher site, Google's SGE tends to provide content within its own experience, reducing the need
for users to visit the original source. This raises questions about how search engines will maintain and drive traffic from GAI-powered search results. The issue is further complicated by SEO ranking factors, as the results generated by SGE may not align with the top organic results, leading to potentially misleading information. The use of training data without permission by GAI systems has also been flagged as a copyright infringement concern. If Google continues with its current approach to
SGE, it could have negative implications for publishers, readers, and the open web, according to critics.
Digital marketing: where success is as elusive as a hole-in-one in golf. Dr. Augustine Fou's
article exposes the smoke and mirrors behind the illusion of triumph. From targeting parameters that may be faker than a Vegas magician's trick to clicks that could be as bot-driven as a remote-controlled car, marketers are left wondering if their digital campaigns are just a high-stakes gamble. So, before celebrating those "sweet, sweet" metrics, it's time to cut through the digital fog and ask the hard questions—because in this
game, the house may be winning more than you think.
GumGum is shifting its campaign optimization strategy to focus on attention measurement, recognizing that increased attention leads to improvements in other key metrics. By prioritizing attention as the central metric and leveraging attention signals alongside brand signals, GumGum aims to enhance brand uplift, message recall, purchase intent, and brand affinity. This approach was
successfully demonstrated in a campaign conducted with Domino's, where attention signals proved to be effective in increasing consumer awareness and driving pizza sales. By moving away from traditional metrics like clickthrough rates and embracing a comprehensive understanding of audience attention, GumGum aims to generate better outcomes for advertisers.
Sasha Savic, who was
recently appointed as global CEO of IPG Mediabrands' UM unit, has abruptly left the company, with IPG stating that he "wasn't a good fit." This departure comes just months after Savic's appointment, where he was praised for his relationship-building skills and track record of driving results for renowned brands. However, IPG executives allude to additional factors contributing to Savic's exit, including pressure on IPG Mediabrands agencies to promote technology services following the
acquisition of Acxiom and the consolidation of media and technology services within Interpublic. Andrea Suarez, a 14-year UM veteran and former global president of Thrive, has been named as the new global CEO of UM.
A group of independent ad-supported streaming companies, including Allen Media Group, Chicken Soup for the Soul, Cineverse, Scripps, and others, have formed the
Independent Streaming Alliance (ISA). The alliance aims to leverage their collective reach and collaborate in engaging with the industry. The founding members, which also include Future Today, kweliTV, Revry, Tastemade, TMB (Trusted Media Brands), and Vevo, represent smaller or niche independent streaming services with AVOD and free ad-supported streaming TV offerings. The ISA plans to work together on measurement, distribution, and demand, and engage with consumers, platforms,
regulators, and media to ensure fair access to advertising supply and a place for independent players in the evolving streaming ecosystem. The alliance has established working groups focusing on measurement, distribution, and demand to address the opportunities and challenges faced by independent streamers. The ISA intends to recruit more independent ad-supported streaming service members to join its efforts.
In the late 1990s, entrepreneur Bill Gross launched Free PC, a company that provided free personal computers and internet access to customers in exchange for browsing data and personalized advertisements. Although the experiment eventually came to an end, a new entrepreneur named Ilya Pozin is now franchising a similar concept with his company Telly. Telly aims to give away hundreds of thousands of Internet-connected televisions that are subsidized
through personalized advertisements. The flagship Telly TV set features a 55-inch screen with ultra-high definition (UHD/4K) resolution, HDR support, an integrated sound bar, and a secondary "smart screen" for displaying additional information and advertisements. Telly differentiates itself by positioning as a software and advertising company rather than a hardware company, focusing on building television hardware and software that integrates well with other platforms. The secondary screen on
the Telly TV is designed not to distract from the main viewing experience and offers utility, such as displaying volume controls. Telly also plans to launch a rewards program called Telly Rewards, offering gift cards and perks to users who engage with advertising and other features. The company aims to ship 500,000 free TVs this year, and the response has been overwhelming since the launch of the online form for requesting a TV.
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