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Connected TV Measurement: View-Through Conversions

TV ads can definitely make a big splash—think Super Bowl! But, how do we know the result of the splash? We aren’t quite sure. Advertisers have long understood and accepted that there are limitations for measuring traditional TV. Linear TV has long relied on probabilistic attribution—based on or adapted to a theory of the probability that an ad resulted in an action.

Linear TV advertisers receive standard reporting on estimated impression delivery by demographic (e.g. 18-34 age group) based on TV ratings and Nielsen panel data. If advertisers want to understand the impact of those impressions, they would need to invest in separate research tactics—such as incremental lift analyses or paid brand studies to estimate the likely effect of TV on correlated metrics like awareness, acquisition and sales.

Fast forward to now, and advertising on connected TV (CTV) is changing the landscape of television. It allows you to combine premium, high-impact video inventory with specific audience targeting—1st and  3rd-party targeting, lookalike modelling, retargeting, and even cross-device targeting.

Unlike linear TV, one of the many benefits of CTV is that you can track the impact of your CTV campaigns in the same manner as with your other programmatic buys. CTV metrics in StackAdapt include impressions delivered, CPCV, VCR, unique device breakdown and now view-through conversions.

What are view-through conversions? Simply put, it answers the question: “Of people who watched my ad on a connected TV device, how many of them have come to my website via other devices such as desktop or mobile, and how many have purchased my product?”

Conversion measurement is complicated. The combined devices, channels and touch points lead to an explosion in data. Then add cross-device behaviour and the use of different identifiers, like cookies across browsers, and you have some muddy measurement to contend with. Enter view-through conversions.

View-through conversions give you a holistic view on the value of your campaign. An ad works to introduce prospects to your brand or offering and can slip your business into a prospect’s consideration when they’ve started their purchase funnel process. You can even create new demand with your ads.

The ability to accurately track and report on this metric will allow you to measure true return on advertising spend, while also providing baseline to help improve future campaigns—CTV or otherwise.

As advertisers reallocate budget to connected TV, it is important to think about how best to maximize that investment to prove the return on your investment (ROI). Targeting the right audiences and measuring the impact of connected TV advertising through attribution will be critical for success.

Reach out to your StackAdapt Representative to learn more about view-through conversion tracking for your CTV campaigns.

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