New Ideas in Marketing
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The author cautions against taking initial reports about ROI from Connected TV (CTV) on face value.  

This article points out that since CTV engages a captive audience, measuring it against metrics like viewability and completed views presents half the picture. The author recommends that advertisers must aim for a test-and-learn format to identify an approach that works for them.  

Advertisers should be wary of “one-sided” measurement processes that only measure certain outcomes. They must try importing log-level data into their larger measurement practice for a holistic view.  

As part of their DSP media buying, brands that go for CTV could start measuring baseline performance metrics on DSP reports. While this may not definitively answer for Return on Advertising Spend (ROAS), it may draw attention to some new metrics an advertiser could consider.    

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[4 minute read]

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