CTV Measurement vs. Linear TV Measurement Explained
by Frankie Karrer
7 Min Read
Answers to the top Connected TV questions found on Quora
4 Min Read
With the rise of CTV ads, 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.
Q. What types of companies are going to succeed in the programmatic TV world?
A. Programmatic TV is booming, with forecasted ad spend to double to $14.12 billion by 2023. Research by PWC predicts it will represent approximately a third of global TV ad revenue by next year. All types of advertisers are able to benefit from this new form of advertising, but according to a recent eMarketer report, advertisers are still hesitant to dip their toes in for a number of reasons – the top three being cost, Inadequate Metrics, and lack of a large scale audience.
Programmatic TV encompasses Linear and Addressable TV, and Connected TV which is considered to be the power player out of all three of these programmatic types. MNTN is a leader in the industry, with solutions to address these three major advertiser concerns and is tailored to all types of advertisers. Think of it as a new form of digital advertising, which can be both accessed, measured and scaled.
Q. What would Connected TV change for advertisers?
A. Connected TV brings digital advertising precision to TV, which means advertisers are able to create and launch their performance advertising campaigns on TV – and measure them like any direct response channel. There are a couple of key features that makes it an attractive solution for any performance marketer:
Q. Will cable TV be eventually phased out in favor of internet TV?
A. It’s not a matter of ‘if’, but ‘when’. As it stands, cable TV is still raking in more advertising dollars, but internet TV subscriptions have already surpassed cable TV for the first time.There were 131.2 Million new subscriptions added, bringing the total to 613.3 Million worldwide – and those are only the 2018 figures. Last year, it was reported by Deloitte that 69% of consumers subscribe to internet TV, while only 65% of consumers pay for cable or satellite subscriptions. By 2023, there will be an estimated 82% of households adopting this technology.
However, the migration towards internet TV (or Connected TV, as its more commonly known) is greatly skewed across generational lines, as shown in a recent report by eMarketer.
This brings up another point of discussion – the why behind Connected TV, from both a consumer and advertisers perspective. Allconnect, a website which helps guide consumer purchase decisions for TV, breaks down the cost/fee structure nicely in one of their recent blog posts, however it’s easy to see why Connected TV is gaining popularity with viewers.
Q. What metrics do advertisers care about for online video campaigns?
A. Performance marketers care about metrics that will help their business measure the effectiveness of their ad spend. Additionally, they want to be able to piece together how their campaigns are performing as a whole, and be able to compare them with their other digital or traditional marketing efforts. In order to assess the “right” ones for their online video campaigns, the most important question to first ask is “What is your primary marketing goal for this campaign?” From here, advertisers can gauge whether the metrics should be linked to the ‘Awareness’, ‘Consideration’ or ‘Action’ set.
Keep in mind that this is not an exhaustive list and pertains to online video – however, the term ‘video’ is used loosely in digital marketing circles and also includes newer and more engaging formats like Connected TV.
Q. Is television marketing still effective now with the increase in social media marketing? Can people even sustain their attention for ads played on TV?
A. Television marketing is even more impactful than ever before – one would even say more than social media. There are a number of reasons why:
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