Digital Remedy recently hosted a Tech-Talk webinar “To Last Touch & Beyond: Measuring Performance CTV” through eMarketer, explaining why marketers should move beyond last-touch attribution methodology, focusing instead on more nuanced ways to drive bottom-line results via OTT/CTV—and why working with an experienced media partner is crucial in today’s complex ad space. If you missed it, here’s a recap:
As the duopoly becomes increasingly saturated, improvements in measurement have proved that lower-funnel media can have branding impacts, and upper-funnel media can have performance impacts—and this is most evident in the CTV space. CTV’s ability to merge the often separated performance and brand marketing worlds is redefining the digital ad space.
In the modern age of marketing, the typical consumer requires an average of 56 touchpoints before making a purchase. Very rarely does someone convert after a single ad exposure. Marketers need to take every touchpoint (across devices and platforms) into consideration and assign credit accordingly. While last-touch attribution has long been the status quo of the ad space, marketers can discover more insights by expanding their attribution methodology.
While innovations in attribution have brought the focus away from VCR and toward ROAS and CPA metrics, those goals are merely scratching the surface of CTV measurement. Many marketers are looking to optimize their CTV campaign performance, but don’t know where to start. Working with the right media partner will allow you to uncover valuable—previously unattainable—campaign performance insights.
You can watch the full presentation on-demand or view the slides. Interested in learning how you can start driving bottom-line results? Schedule a custom Flip demo to see our award-winning CTV performance platform in action.
For the latest industry trends and insights—including more on how to leverage multiple attribution methodologies and incrementality—check out our blog and sign up to receive our monthly Trends newsletter delivered right to your inbox.