While marketers can embrace CTV to build a scalable performance-marketing channel, they need to pay more attention to “last click” attribution.
People are increasingly spending time on streaming services – indicating a massive, active, addressable audience is waiting to be targeted on CTV platforms. Marketers can embrace connected TV to build a scalable performance-marketing channel. This platform also offers powerful equity-enhancing attributes like brand awareness and affinity.
But, the main challenge is – users cannot click on their TV screens. As a result, CTV adverts will drive consumers to engage in second-screen behaviour – indicating that the “last click” inspired by a TV ad will come from a different channel such as search or social. For instance, if a user sees a Domino’s advert on the TV and wants a pizza, they will use their phone to look for the nearest Domino’s store and order a pizza.
To overcome this faulty attribution system, marketers need to understand the paradigm and develop a framework and attribution model that reflects the value of TV. Develop “recency attribution curves” that apply credit to TV-correlated website traffic based on the time gap between the last TV ad impression delivered and the website traffic during that specific time window.
Marketers should develop their approach to TV attribution based on the new data now available from CTV ad platforms. But, they should also develop verification models to validate the incrementality of CTV advertising.
[5 minute read]