OTT Measurement: 8 Metrics & Benchmarks to Track Success
by The MNTN Team
Min Read
MNTN + Quora Digest
Answers to the top Connected TV questions found on Quora
2 Min Read
With the rise of Connected TV advertising, marketers need to learn a lot about the fastest growing ad channel—and quickly. That’s why we’ve compiled the top questions and answers from Quora, where experts address complex questions, into a digest for a quick breakdown on what marketers need to know most. See what marketers are asking, and what the experts have to say.
Top Quora Q&As
Q. How is television advertising ROI nowadays compared to online advertising?
A. ROAS paints a more accurate story of your overall methodology – helping you determine if your tactics are driving conversions, as well as calculating your potential profitability. A good benchmark to aim for a target ROAS is 4:1, which indicates an effective campaign.
Q. Do you see more adverts on TV or YouTube and social media?
A. We’re seeing a lot more ads in general across all three of these platforms, but whether or not a user sees more ads on one channel versus another will vary depending on your budget, targeting parameters and algorithms that determine how and where an ad is served.
Q. How effective is television advertising?
A. Television is seeing a renaissance. with Connected TV picking up steam. Today, CTV accounts for two out of five overall ad impressions, and represents half of video ad impressions. This growth means that CTV had 2x the video impressions than mobile devices
Q. Why do video ads pay such a higher CPM rate than display ads?
A. Connected TV CPM’s average between $25-$35, much higher than other digital marketing channels. This might result in a few sweaty palms, but there’s a reason why it’s so high – and we’re a true believer of the adage “you get what you pay for.”
Q. What is the future of television and advertising on television??
A. Connected TV is the new wave of television. Some may argue that it is simply an evolution of Linear TV, but there isn’t much in common besides the vessel. The biggest difference on television is not only the format; it’s the untapped potential for advertisers.
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