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Summary
- Brands are using multichannel and multi-device attribution strategies to better connect with audiences through CTV.
- Advertisers tap into purpose-built attribution models for holistic views of customer journeys across devices.
- Successful CTV campaigns enhance attribution measurement across omnichannel environments, leading to increased audience engagement.
In today’s fast-paced marketing landscape, understanding the role of holistic attribution in powering Connected TV (CTV) is critical. As the article “How advertisers are leveraging omnichannel attribution and measurement to power CTV” highlights, brands are using multichannel and multi-device attribution strategies to better connect with audiences through CTV. Advertisers are developing new tactics for tracking and analyzing audiences across various devices as CTV advertising evolves, making it necessary to be discerning when evaluating options.
Omnichannel measurement is vital in an omnichannel world
The article states, “Being able to effectively unify the omnichannel experience for CTV makes a really big difference for brands.” With no one-size-fits-all CTV attribution strategy, brands need solutions that consider the entire customer journey, enabling consistent and accurate measurement frameworks. As advertisers tap into purpose-built models for a holistic view of customer journeys, they’re discovering that successful CTV campaigns can also enhance attribution measurement across omnichannel environments.
Jon Zucker, senior product marketing manager at MNTN, reveals, “We found that people who watched a CTV ad and visited a site stayed there 49% longer than people driven to the site from paid social and 19% longer than those driven by paid search.” In 2023, advertisers must ensure their ad messaging, buying funnels, and consumer experiences align with the growing expectations of CTV viewers. Don’t miss out on the valuable insights in the article How Advertisers Are Leveraging Omnichannel Attribution and Measurement to Power CTV.
“Being able to effectively unify the omnichannel experience for CTV makes a really big difference for brands.
Rafa Bracero, Director of Marketing Strategy at MNTN
Citation: Mntn. (2023, March 24). How advertisers are leveraging omnichannel attribution and measurement to power CTV. Digiday. Retrieved March 31, 2023, from https://digiday.com/sponsored/how-advertisers-are-leveraging-omnichannel-attribution-and-measurement-to-power-ctv/
