The impact of linear TV campaigns on brands is often unclear to advertisers. However, with streaming advertising, also known as over-the-top (OTT) video advertisements, the good news is that brands can demonstrate their advertising investment’s impact.
Here are some ways that measurement studies can help you tie results to your media investment.
Audience Split Tests
The audience split experiments randomly divide the audience into test and control cohorts. Ad treatments are given to test group members, while placebo ads such as public service announcements are provided to control group members.
The incrementality of a campaign is determined by measuring the conversion rates of both groups over a 30-day tracking period. OTT advertising systems can identify a counterfactual advert in contrast to placebo ads.
Marketers can determine whether a campaign is effective without selecting control audiences or executing a control treatment by comparing the group’s performance with the performance of audiences exposed to the ads.
Reaching audiences at scale is essential to creating brand awareness. New video formats are enabling OTT marketing campaigns to reach relevant audiences. According to estimates, average US adults watch 140 minutes of digital video daily.
Digital Ad Ratings (DAR) can measure your OTT ad campaigns. You can calculate your incremental audience reach with CTV Analytics when you run ads on linear TV and streaming.
Ad campaigns on OTT platforms measure total, incremental, and unique reach, and other metrics that are nearly impossible to quantify on linear TV campaigns.
Matched Market Testing
When conducting a clean audience split test is impossible, a matched market test should be performed. For example, a large market may consist of several small markets.
Each provider applied the desired treatment to one or two media tactics in the test.
Analyzing the results of a test and comparing it with a control test (such as conversion rates) determines its incrementality.
Each platform has nuances, and a successful experiment relies on uncontaminated unbiased controls.
Brand Lift Studies
The use of OTT ads to promote brand awareness can be measured using third-party measurement providers.
The goal of an OTT ad campaign lift study is to answer questions such as: Is the way my customers perceive my brand changing due to my OTT ads? Was there a positive impact regarding brand recognition, favorability, and purchase intent?
By analyzing your campaign messaging, you can determine how your campaign messaging influenced awareness, brand image, association, and potential engagement.
Measuring Online Visits
Your advertising must engage your customers. Monthly detail page views and the number of detail pages can be used to determine this.
The metrics are used to compare your streaming TV ad campaigns. In addition, it is possible to measure the success of your campaign by tracking engagement and shopping activity on your product detail pages.
Video Completion Rate
An average video completion rate (VCR) is between 90% and 100%, which measures how long a video ad has been watched. OTT’s inherent advantages should not surprise us. Viewer-initiated sessions are always available on devices such as Roku, smart TVs, and gaming consoles.
The user selects the content for each interaction, often viewed on a full-screen screen. Because no option is available to minimize or switch between tabs, video ads tend to be irremovable and 100% in-view. Therefore, it almost guarantees audience engagement.
Viewers don’t always keep their eyes glued to the screen, however. If consumers don’t want to watch one episode or movie, they can close the app or turn off their device. As a result, completion rates are unlikely to reach 100%.
VCR data should be monitored and used to the advantage of ad buyers. For example, what demographics make up most of the viewers who switched their attention elsewhere? When did viewers stop watching the video ad? It can help advertisers structure their ads to front-load key messages or target different segments of viewers by asking these questions.
You need to prove that your ads drive conversions once your ads capture high viewership. Attribution tracking can help with this.
KPIs like this are critical because they holistically connect OTT with the buyer’s journey. As a result, OTT ads and placement strategies can be credited with generating leads or sales, effectively proving ROI.
Streaming TV Ads is an essential tool for marketers. But as with all marketing activities, without practical measurement tools, none of your efforts will be optimized.