Effective 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.

About the speaker

Chris Kelly

Upwave

Chris is CEO of Upwave

Part 1 Effective CTV ad targeting & measurement — Chris Kelly // Upwave
Part 2Navigating today’s marketing measurement challenges — Chris Kelly // Upwave

Show Notes

02:40

CTV and CTV advertising

CTV 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.
04:20

Taking a broadcast approach to CTV

CTV 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.
07:26

The power of CTV and microtargeting

The 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.
12:17

B2Bs adoption of CTV

CTV 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.
19:09

CTV pricing and challenges for B2B marketers

CTV'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.
21:35

Deploying and measuring CTV investments

CTV 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