Innovid's Jessica Hogue on the Excitement of Connected TV

Bill Duggan What excites you most about CTV Connected TVJessica Hogue Now that marketers are becoming more comfortable with CTV we can focus on maximizing the channel We can start to leverage the latest creative technologies to have progressive conversations with audiences We can access the tools and data needed to unlock CTV measurement and gain insight into how campaigns are performing and how they can be optimized even in real time What39s exciting is that CTV is no longer an experimental channelDuggan CTV provides new opportunities for creative What are some of the creative techniques for CTV you39ve seen that have been particularly effectiveHogue Advanced creative including interactive and dynamic generates higher engagement than traditional video units Innovid39s recent benchmark study found that compared to standard preroll video advanced creative formats generated a 309 percent lift in engagement and an average of 34 additional seconds earned We39re going to see more advertisers leveraging the sequencing of creative as a part of convergent TV strategies As linear viewing declines buyers will be ramping up impression volume on CTV where they39ll have access to dynamic ad formats that allow messages to be far more tailored While there39s been a lot of focus on managing frequency on CTV marketers should focus on leveraging frequency simultaneously with sequencing creative to increase recall through a broader storytelling approachDuggan Earlier in the year ANA issued the report quotMedia KPIs That Matterquot that identified unique reach as one of the most important KPIs for media What is CTV39s role in building unique reachHogue Initially CTV was thought of as a medium used for targeting and niche tactics But the number of households that receive adsupported content has grown dramatically and we can now think about how to leverage CTV to drive broad reach In our recent quotDecoding CTV Measurementquot study we observed that on average campaigns only reached 13 percent of those households suggesting there39s far more headroom to leverage CTV for unique reach Furthermore there39s a huge opportunity to leverage programmatic technologies to build unique reach efficiently Compared to directsold campaigns programmatic campaigns had a lower average cost per unique reach a lower average campaign eCPM and a higher average unique reach efficiency At Innovid we39ve also focused on helping advertisers unpack reach at a publisher level to understand unique reach and to drive optimization for both programmatic and directsold campaigns enabling brands like AnheuserBusch to significantly decrease cost per unique reachDuggan There is a myth that CTV has a frequency problem But the new ANAInnovid report found otherwise Please explainHogue One of the main goals of our research was to put frequency in the appropriate context and to provide tools to help marketers better understand when and where excessive frequency occurs You can39t manage what you don39t measure and measuring frequency through the lens of a unique household is critical to cutting through its mystique Surprisingly we observed that the average frequency was just 46 across all campaigns What39s more frequency didn39t increase significantly for larger campaigns We grouped frequency distribution into light 12 exposures medium 39 exposures and heavy over 10 exposures buckets and found that the majority of households in our study 85 had just one to two exposures Only one percent had over ten exposures indicating that the issues pertaining to frequency in CTV are more likely to occur when viewers are consuming content sold by multiple inventory partners thus being exposed repeatedly within a single viewing sessionDuggan What are the barriers holding back greater investment in CTVHogue Fragmentation and cost are the biggest barriers Fragmentation makes it harder for buyers and media planners to assemble campaigns Relying on measurement provided by media sellers requires analysts to try to sort out inconsistencies and make guesses about issues like duplication We39ve addressed some of the fundamental needs for consistent measurement across platforms and publishers and now we need to evolve to alwayson reporting amp8212 not just measuring a single campaign amp8212 to create normative benchmarks and provide marketers with the tools and confidence to optimize premium inventoryDuggan How big of an issue is ad fraud in the CTV space and what should marketers be doing about itHogue While ad fraud exists in the CTV space there are steps that can be taken to mitigate exposure to fraud when buying inventory programmatically For instance marketers should focus on private marketplaces PMPs which allow them to benefit from the efficiency of programmatic while ensuring quality placements and brand safety Marketers should also work with tech partners who are MRCaccredited and have integrations with leading verification vendors many of whom have put a strong emphasis on CTV ad fraud in recent yearsUltimately concerns about ad fraud have not been preventing marketers from investing in programmatic CTV an Innovid analysis revealed that programmatic impressions served to CTV increased by 207 year over year in 2020The new report from Innovid and ANA amp160quotDecoding CTV Measurementquot amp160is available hereClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Innovid's Jessica Hogue on the Excitement of Connected TV

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