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Have you been looking to get the most out of your CTV advertisement?
If that is the case, do not worry as you have landed in the right place.
This blog comprises the list of fundamental CTV metrics that every advertiser must track to make sure that their ad campaigns are making a great impact.
In fact, 59% of advertisers said CTV metrics are a great approach for successfully raising their brand awareness (Source: eskimi.com, 2024).
However, if you are keen to know how you can even do it, stay with me, and I will explain how this strategy can multiply your campaign outcomes.
Key CTV Metrics to Track
In my opinion, as an advertiser, there are certain metrics that you need to measure in order to ascertain the efficiency of your Connected TV (CTV) ads.
By doing so, you are able to make rational decisions and modify your ad campaigns for better outcomes.
Here are several CTV metrics that You should be looking out for:
1. Understanding the Viewability Rates
One of the most fundamental metrics for CTV advertising is the viewability of the audience.
That simply means the percentage of the ads that are actually seen by viewers during a campaign.
A high viewability rate means your ads have the likelihood of getting an audience’s attention.
However, low rates may reflect issues with where and how the ad is being placed or made.
Take a look at the graph below to see the projected growth of US Connected TV ad spending from 2022 to 2028.
2. Evaluating the Completion Rates
Completion rates demonstrate the number of people who viewed an advertisement from the beginning to the end.
A high rate of completion indicates that the viewer’s interest was captured and maintained by the content of the ad.
That metric provides an understanding of how the ad does its job in terms of preserving an audience.
Do You Know? 87% of US TV households have at least one Internet-connected TV device, most probably Smart TVs.
3. Examining the Audience’s Reach and Frequency
Reach is the number of unique viewers who viewed the advertisement and frequency is how many times those viewers saw the ad.
A good balance between these two ensures you are not overexposing or underexposing your audience.
Therefore, you must ensure to have better control over these two, and this will help deliver ads more effectively and contribute to increased brand recognition without building a sense of irritation in viewers.
4. Analyzing Engagement Metrics
Engagement metrics depict the number of people who interact with your ads via liking, sharing, and commenting.
It is relatively straightforward to determine what kind of ads are most appreciated by the audiences.
As they interact, they express their thoughts which allows you to better the design of your future advertisements so as to retain viewers and enhance effectiveness.
5. Cross-Device Enrollment Evaluation
Cross-device attribution allows you to measure how users engage with your ads across different devices, such as using the smartphone after the TV.
Since people use more than one device, it lets you track the path following where they first view the ad, and then from where they made the purchase.
In this way, you can decide the budget for your advertising more efficiently and can offer your customers an excellent experience regardless of which device they use.
The graph depicting US Connected TV Users by Device (2024) indicates that smart TV users are predicted to increase by over 5% this year.
6. Conversion Rates Monitoring
The conversion rate is the percentage of the total number of people who took that action you were expecting from them after viewing your ad – be it a purchase or sign-up.
A high figure of conversion rate indicates that your advertisement has affected the viewers and motivated them to follow your words.
But if it is low, it may indicate that your advertisement is poorly crafted, and there is a requirement for more monitoring and improvement.
7. Calculating Cost Per Acquisition (CPA)
In terms of CPA, this metric shows how much more you may require to pay for an ad campaign to acquire more customers.
The lower the CPA is better as it indicates that you are able to attract more customers without paying much.
It is recommended to track this number so that you know exactly how much you are required to spend based on the advertising output or profits that you are targeting with your ads.
8. Measuring Return on Ad Spend (ROAS)
ROAS is another fundamental CTV metric that provides details on the revenue earned from advertising for each dollar spent on it.
For instance, a high ROAS indicates good returns from your expenditure, however, the low rates depict the loss.
On tracking this, you can know if your advertising strategies are yielding great results.
Or else you are required to alter those tactics so that the next time they are more cost-effective in selling to customers.
In Conclusion: Why Do These Metrics Matter for Your CTV Campaigns?
In conclusion, monitoring these CTV metrics is pivotal for your campaign because they show how ads perform.
For example, examining cost per acquisition (CPA), return on ad spend (ROAS), and CTV measurements show if the ads are effective.
In addition, to determine the effectiveness of your advertisement, consider the number of people who view your other advertisements and if they are sufficiently engaged.
To the best of my knowledge, these statistics will influence how you advertise, and by keeping an eye on these metrics, you will surely improve your business.
Gaurav Rathore
