How mobile marketers can master CTV advertising in 2022
Connected TV (CTV) is continuing to grow rapidly, driven by the rising adoption of smart TVs, gaming consoles, and streaming devices. In 2020, the global connected TV device market size was already as big as $166.33 billion, and it is expected to reach $289.03 billion by 2028.
CTV is changing how we experience television and is fast becoming an extremely important channel for mobile marketing. It presents unique opportunities for app marketers to reach new swathes of consumers that weren't necessarily accessible before. In a recent piece with digital media and marketing publication New Digital Age, Adjust's Lead Product Strategist, Gijsbert Pols, explains how to master CTV advertising. Read the article here or see our summary of the key points below.
Buying CTV Ads
Mobile marketers have the edge over other buyers when purchasing CTV ads because they are already accustomed to the programmatic landscape. However, buying CTV inventory is still different. While major content owners, such as WarnerMedia or Disney, do not always sell their inventory themselves, streaming services, like Hulu, have their own demand-side platforms (DSPs), selling their own inventory. When choosing an inventory supplier, it is essential to consider your business goals and region.
You can take several approaches to create your CTV campaign and reach your target audience. Contextual targeting is powerful and the easiest to implement. The best way to ensure good contextual targeting on CTV is by partnering with companies that have integrated with all the big inventory suppliers and can deliver high-quality contextual data. Cross-device targeting is also an excellent way to show ads to a specific CTV audience segment and follow up with ads on the mobile devices of the same audience.
CTV offers mobile marketers many exciting opportunities, but analyzing and monitoring CTV campaigns effectively requires understanding the factors that make them challenging. And one of the primary challenges is the cross-device gap. Some of the options mobile marketers have to measure the impact of CTV ads on mobile include:
- DSPs usually don't have additional costs beyond the master service agreement and often allow you to import your first-party data on app installs and post-install events to improve measurement and targeting. However, the data is limited to their own inventory.
- TV attribution companies only look at your CTV campaigns, giving an isolated view. While you can analyze CTV advertising by itself, you can't measure its impact on the other running campaigns.
- A mobile measurement partner (MMP) can provide an advanced analysis of your campaign performance, assigning credit for conversions across all marketing channels. This allows you to understand the value of your CTV campaigns in the context of your entire marketing mix.
For a comprehensive look at the CTV ecosystem, you can read our Ultimate How-To Guide made in partnership with DCMN here. For information on how you can transform CTV into a performance channel, check out our solution CTV AdVision here.