Effective CTV ad targeting & measurement — Chris Kelly // Upwave
- Part 1 Effective CTV ad targeting & measurement — Chris Kelly // Upwave
- Part 2Navigating today’s marketing measurement challenges — Chris Kelly // Upwave
Show Notes
-
02:40CTV and CTV advertisingCTV refers to big television devices connected to the internet. CTV advertising allows marketers to reach consumers through a full-screen immersive experience on digital devices, combining linear's immersive experience with digital's targeting and measurement capabilities.
-
04:20Taking a broadcast approach to CTVCTV combines the impact of broadcast television with the precision of digital targeting. Ultimately, marketers should think of CTV as a broadcast experience, speaking to consumers as they would on broadcast because it's the same device they're watching on.
-
07:26The power of CTV and microtargetingThe virtual MVPD market blurs cable and streaming content lines, creating a unique TV advertising landscape. For instance, YouTube TV offers a mix of digitally targeted, local, and national ads advertisers can leverage based on their targeting needs and campaign goals.
-
12:17B2Bs adoption of CTVCTV provides a credibility boost and is a great upper-funnel storytelling vehicle. However, this is also the reason it is expensive, and for small-scale B2B marketers who dont require that, it makes more sense to avoid CTVs high CPMs and invest in other activities.
-
19:09CTV pricing and challenges for B2B marketersCTV's limited inventory and concentration of viewer hours in the blue-chip apps, keep CTV CPMs high. This creates a barrier for B2B marketers looking to explore CTV as a channel due to the limited number of impressions they can achieve within their budget.
-
21:35Deploying and measuring CTV investmentsCTV wont yield the expected returns when viewed solely as a lower funnel ROAS channel. Consider the long-term benefits of CTV like building brand awareness and intent instead of undervaluing CTV investments due to a short-term focus on immediate conversions.
Quotes
-
"CTV is the best of both worlds, where it is a full-screen immersive experience of linear but the granular targeting and measurement you get from digital." - Chris Kelly
-
"Being on TV lends an air of credibility. There's been plenty of research done over the decades to prove that. The fact that its accessible to more businesses now is fantastic." - Chris Kelly
-
"CTV is expensive because it's a great upper-funnel storytelling vehicle. If you're a small-scale B2B marketer who doesn't need that, it doesn't always make sense to pay those CPMs." - Chris Kelly
-
"CPMs range from $40 to over $60 for CTV from the blue-chip streaming apps. That's a hurdle to B2B marketers dabbling in the channel because you don't get that many impressions when you're paying a high CPM." - Chris Kelly
-
"Youre undervaluing CTV investments if you're just looking for a short-term ROAS. You must think long-term if you're investing in a $55 CPM on CTV." - Chris Kelly
- Part 1 Effective CTV ad targeting & measurement — Chris Kelly // Upwave
- Part 2Navigating today’s marketing measurement challenges — Chris Kelly // Upwave
Up Next:
-
Part 1Effective CTV ad targeting & measurement — Chris Kelly // Upwave
Chris Kelly, CEO of Upwave, explores CTV ad targeting and navigating today's marketing measurement challenges. CTV can be a valuable channel for B2B marketers, especially if they have a consumerized B2B approach or a large enough customer base to justify the investment. However, some B2B marketers tend to undervalue CTV investments because they primarily focus on short-term ROAS, overlooking CTV’s long-term brand-building benefits. Today, Chris discusses effective CTV ad targeting and measurement.
-
Part 2Navigating today’s marketing measurement challenges — Chris Kelly // Upwave
Chris Kelly, CEO of Upwave, explores CTV ad targeting and navigating today's marketing measurement challenges. When the same platform that takes your ad dollars also determines the success of its own ads, we have a measurement problem in advertising. While the dollars seem to pay off when the platform is the one grading its performance, this prevents marketers from holistically evaluating their advertising efforts to make strategic investments. Today, Chris discusses navigating today's marketing measurement challenges.
Play Podcast