Over the last five years the numbers of consumers migrating to streaming options for video viewing has been like an avalanche! For advertisers it has been an excellent opportunity to become much more granular with your message, with no wasted impressions. NOW…as an advertiser, what if you could now measure how your TV advertising is working!?
Our approach to CTV is different, compelling, and unique in the connected space. We firmly believe in measurement and attribution in digital efforts and television should be no different. At Compass our digital team has created a space that is taking television and making it measurable.
CTV: Connected Television – ad delivering to the televisions in people’s homes.
OTT: Over-the-Top – ad delivering to the connected devices in people’s homes.
We work with our partners in revolutionizing how CTV is measured and attributed. We do not use panels. We do not use indexes. Every person is counted. Our platform’s 1:1 deterministic match means that all media is measurable and accountable so you can clearly see the performance of your CTV ad campaign inside your website’s Google Analytics. This allows businesses of any size to efficiently buy premium CTV media and evaluate it the way they do with search and social.
CTV & OTT: ATTRIBUTION
Here is how it works…
Until now, Connected TV advertising has been complex, inefficient, and opaque. This prevents many businesses from taking advantage of the most influential screen in the house. Through an audience-first approach, we use extensive data sets to focus on the specific target audience you wish to reach most. We then open access to apps, measure performance, and offer hands-on control to businesses of all sizes.
FIRST PARTY AUDIENCE ACTIVATION
Most advertisers sit on a wealth of audience targeting data – their customers. This data can be onboarded to a campaign using a range of identifiers:
- Physical Address
- Email Address
- IP – Home or Business
- Mobile Device ID’s
We refer to this as “addressable” TV. Engagement is typically strong as both parties know each other.
WEB TO TELEVISION RETARGETING
After your campaign starts, we place the retargeting pixel on your website and then the magic really happens! Retargeting is successful as it typically drives the most conversions in any campaign.
- Retargeting on CTV works the same way as it does for all other digital campaigns.
- A pixel is placed on the advertiser’s website.
- Any visitors to your site get added to the retargeting audience pool to retarget them on tv.
- These visitors will be retargeted with a non-skippable CTV ad that reignites their interest.
It’s what we’ve all been waiting for, and we can help you make it happen.
Finding more is as easy as contacting us at Compass Marketing & Advertising Partners.
