Changing the channel: Why holistic measurement is the key to better advertising for CTV

Connected TV (CTV) viewership figures have surged in the last two years as consumers spend more hours streaming. But as viewers access content on a variety of screens and platforms, how can marketers truly understand the impact of their media spend? This session explores the current challenges with digital and linear TV measurement, and asks how advertisers can reach and engage with the right audiences in the right way.

The latest reports show that CTV reached 19.2 million households^[1] in the UK alone at the end of 2020 with 80% having at least one connected TV^[2]. While this growth provides a rich opportunity for advertisers to reach audiences, it means viewership is even more fragmented. As content is consumed across an ever-growing number of devices and channels marketers are left to piece together multiple touchpoints just to get in front of the right consumer.

And even though fragmented viewership isn’t a new challenge, it has hindered nearly every marketer’s ability to get accurate cross-channel measurement and truly understand the impact of their media spend.

What you’ll learn:

• Key considerations for true campaign measurement, including affording advertisers the increasingly crucial ability to optimise campaigns mid-flight and understand performance in real-time
• How market research and brand lift studies specifically can be the answer to the CTV measurement conundrum, demonstrating through partner and customer examples, when fully adopted and incorporated at the heart of the entire ad campaign strategy
• How to unpack today’s current challenges with TV measurement, steeped in viewer fragmentation and misaligned content, and discuss the core reasons as to why measurement is critical to the future adoption of CTV advertising
• How market research and first party data insights can help marketers better reach and engage with their audiences, providing insight into buyer purchase patterns, behaviours, and sentiments
• How to address the elephant in the room - there is real opportunity for the market research industry to come together in a way that has yet to be done to help provide a more standardised approach to CTV measurement for advertisers today
• How to dissect the problem of multiple stimuli and shortened attention spans, and how market research can truly get under the skin of consumers, from their daily interests and viewing patterns to understanding motivations and message resonance.

In April’s Professional Webinar, Ben Hogg unpacks the current challenges with digital and linear TV measurement, and discusses how advertisers can draw on brand lift data, analysis, and research to reach and engage with the right audiences in the right way.

Speaker[s]: Ben Hogg, Managing Director EMEA and APAC, Lucid; and a Lucid Media Measurement partner  

^[1] https://www.thedrum.com/news/2021/10/20/how-agencies-can-deliver-the-best-results-advertisers-ctv-investment

^[2] https://www.thedrum.com/news/2021/10/15/the-expanding-world-tv-how-youtube-aims-boost-brands-across-ctvs