Author: Ryan Seickel, Director of Sales Engineering at Premion
Streaming TV has become an essential channel for achieving full-funnel brand goals — and marketers are allocating more of their ad budgets to this medium. Our 2023 CTV/OTT Advertiser Study found that 38% of advertisers ranked ‘achieving brand awareness’ and ‘performance marketing goals’ among CTV’s top benefits for their campaigns.
As marketers allocate more ad dollars to CTV, they want to ensure that their campaigns drive tangible business results. In just a few short years, CTV measurement has evolved significantly. We now have sophisticated, full-funnel, and industry-specific measurement capabilities, providing advertisers of all sizes and in every industry access to powerful measurement tools. These tools enable accurate measurement of outcomes throughout the customer journey — from reach extension, brand lift, and website visits to connecting CTV viewership with in-store and online sales. All of this offers valuable insights to truly understand the ROI of each impression in campaigns.
We’ve outlined several measurement strategies for 2024 to ensure marketers are maximizing the effectiveness of their CTV campaigns:
Unlock the power of CTV measurement in 2024—download our free measurement guide.
At Premion, we’ve invested in advanced CTV measurement capabilities as a core competency to enable brands and marketers to truly measure their advertising impact.