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Ad Fraud, Brand Safety & Measurement: What CTV Advertisers Need to Know in 2023
Getting ad dollars to work for you pushes the industry forward in ad-supported streaming. And under budget scrutiny, the use of performance-based media plans and measurability, as well as the data-driven capabilities of CTV for brand awareness and outcome-based marketing goals, is more important than ever.
One trend that Jon Stewart, SVP of customer success and analytics at Upwave, has noticed is the new shapes and sizes of CTV that have been emerging. “Now we’re seeing CTV-only buys, niche buys, smaller buys, and so forth,” Stewart said. Kristine Lopez, head of media product at Human Security, agreed that it’s about bringing transparency to CTV. She said, “There is so much growth in CTV, and ad tech, broadly, is just now gearing up to support the huge growth of eyeballs and accompanying ad dollars.”
Gutschmidt called the advancement in CTV “an unbelievable ride of growth that’s continuing to head in the right direction. I’m not sure there’s ever been a ‘normal year” in the evolution of CTV.”
The Importance of Person-level in CTV Measurement
Accurate data and person-level measurement are critical to fully measure impact. Stuart Schwartzapfel, SVP of media partnerships at iSpot.tv., warned that data inaccuracy can result in missed opportunities in reaching target audiences, making person-level measurement even more critical. According to Schwartzapfel, focusing on the household alone only represents half the picture. “Who is watching is just as important as how many are watching,” he said. Understanding how many people have been exposed to a message is equal in value to personifying the message itself, as household demographics establish audience characteristics.
Solving CTV’s Continuous Play Problem with In-Market Verification
GroupM and iSpot partnered in June 2022 to establish a new standard of continuous play, which Mike Fisher, executive director of investment innovation at GroupM, called “a challenge that is not necessarily new to people in the TV space, but has been a challenge that has been difficult to measure in the past.” The issue – when impressions are delivered and which device type was used – is one that GroupM believes the industry wants to solve together. He added, “If you’re buying the right way, connected TV is a very safe way to buy media.”
Principal of Pre-Meditated Media Gerard Broussard joined Fisher for a round of questions, including:
· Studies show that the issue of continuous tuning is most pervasive in homes with sticks and boxes, rather than straight-up apps going up on the stream. What is the split between connected devices and pure apps?
It’s around 50/50, with a swing of about 5-10%, dependent on content.
· What’s your point of view on the functionality and utility of panels versus big data?
We don’t believe that either one as a standalone solution will capture the opportunity that is currently available in our marketplace, both from a measurement outcomes perspective and from redefining what a modern media cross-screen currency can look like.
Case study with Canela Media & McDonald’s
Authenticity and audience engagement go hand-in-hand. For Evan Moody, VP and account lead at Canvas Worldwide, the most important components of this are listening – to both the consumer and content creators – and speaking up as a voice within a community. He said, “To put your brand on the line and behind something that you believe in is the only way to connect with your consumers authentically.”
McDonald’s was the launch partner of Canela Music’s original series “Rising Notes,” featuring a new generation of Latinx artists. Moderator Oswald Mendez, Canela Media CMO, described the case study as one that “has done something right by these artists who are trying to find their way in our world.” Marrying culture and commerce to enable purpose and profit, the series has reached Hispanic audiences and established relevant connections with the 18-24 year-old Latinx audience, giving new meaning to the term “connected TV.”
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