The television industry has long been a source of entertainment for people of all ages and with the advancement of technology, it has become a valuable platform for brands to advertise and reach their target audiences.
The progression of television into Connected TV has played a critical role in this shift. Nowadays, we are witnessing explosive growth among netizens as well as marketers with plenty of advertising opportunities that drive measurable results.
CTV feeds netizens with the content of their interests that draw their attention towards bigger screens.
Owing to this, advertising on connected television has expanded the arena of effective brand promotion for marketers since they are enabled to tap into suitable converting audiences along with the attribution of mobile campaigns they run on CTV.
How brands and marketers can leverage connected television to mobile attribution?
The flow of connected television to mobile attribution begins via a CTV commercial and continues with one or more mobile app conversions, where the app installation gets attributed to a CTV ad if a user has installed it after viewing the ad.
If a user installs an app from the Play Store or App Store then the installation will also be applied to the same CTV ad.
Marketers get plenty of user insights such as emotions, location, and the type of content they prefer to consume, based on a personalized feed created for the audience to target and showcase the content.
This further opens a new avenue for marketers as they can measure the campaign performance with effective tracking of its events and set KPIs.
Since CTV ads attributed to mobile conversions provide a full-funnel view include installs, ad impressions, in-app events, and more. Based on this, marketers can analyze the viewers watching an ad and how frequently they install the app, resulting in increasing user LTV and ARPU.
This has resulted in CTV becoming a growth engine and welcome additions to brands marketing mix. Marketers can analyze the results and monitor which advertising efforts are bringing the best outcomes.
This year the global CTV advertising revenue is $23.6 billion dollars which is predicted to reach $32.6 billion dollars by 2026. The growth of almost ten times is because CTV is revolutionizing the digital ecosystem while encouraging brands of all sizes to advertise on it if they have not had it yet.
It bridges the gap between TV and mobile devices as marketers can leverage CTV’s ability to sync with users’ mobile devices and track their interactions seamlessly.
This unified tracking enables marketers to gain a holistic view of user engagement, attributing conversions and actions accurately across various touchpoints.
CTV ads also drive a course growth in user acquisition by tapping into a cohort at one location as most people while watching TV often keep their smartphone with them and consult it after watching interesting content on smart TV.
This helps marketers leverage CTV’s ability to sync with users’ mobile devices and track their interactions seamlessly. The unified tracking enables them to gain a holistic view of user engagement, attributing conversions and actions accurately across various touchpoints, resulting in multi-touch attribution and quality ROAS.
According to Statista, global CTV advertising has seen a rise of 81 per cent as it is effectively channelizing one to various marketing practices.
With an increasing range of user devices, CTV adverts have benefited a lot since the rise of screens gives new parameters for effective campaign performance with the measurement of real-time actionable results.
Therefore, by leveraging multi-touch CTV attribution, marketers can credit each touchpoint of ad placement and conversion because with exposure of ads on multiple screens, users resonate better and respond to the campaign.
This enables marketers to make data-driven decisions that enable brands to sustain the digital ecosystem.
It also helps marketers to engage audiences across multiple touchpoints as they get a clear direction to target the right audience wherein, CTV has started playing a vital role in multi-screen advertising.
By: Gagan Uppal, Country Head, Xapads Media
