CTV Measurement vs. Linear TV Measurement Explained
by Frankie Karrer
7 Min Read
A look at the past - because the only time you should look back is to see how far you’ve come.
5 Min Read
We always like to look forward to what’s to come, especially in the exciting world that is Connected TV. However, in order to innovate, we also need to learn from the past. Connected TV has been around for over a solid decade, and more networks and CTV platforms are jumping on the bandwagon. But only recently has Connected TV advertising taken off.
Let’s take a closer look at the ebbs and flows in the industry – it’s been quite a ride and we’re only getting started.
Connected TV refers to streaming content (free ad-supported or premium ad-free content) on smart TVs or other over-the-top devices (smartphones, tablets, laptops, etc.).
Therefore, CTV advertising platforms refer to providers that streamline the advertising and reporting process for marketers on these channels through a process called programmatic advertising.
The terms OTT and CTV are often used interchangeably because they’re essentially the same thing with a slight distinction. OTT (over-the-top) is all of the streaming content viewed on OTT devices, whereas CTV (Connected TV) usually refers to the OTT content that is viewed on a smart TV.
Therefore, CTV advertising is essentially streaming TV advertising with living room quality content. But again, using CTV and OTT interchangeably is normal for this industry.
Now that we know what OTT is, let’s define linear.
Linear TV is defined as TV programming viewed on a predetermined schedule through a traditional satellite or cable box setup. Rather than the on-demand viewing that you’d get from streaming services, you’ll need to tune in at specific times on specific channels to see the shows you want on linear.
Therefore, traditional linear TV advertising is the act of marketing your business or service to this market during prime time viewing.
MNTN is a Connected TV advertising platform rooted in performance marketing, which is the North Star of everything that we do.
We first started out as a digital advertising platform to help brands automate and retarget their marketing efforts. We also wanted to streamline communications between marketers and creative teams to launch campaigns at scale in a matter of minutes with our Ad Builder solution. However, as we mentioned – driving results for marketers (and making their lives that much easier) is our first priority, which is why our analytics and reporting can be accessed and customized all in one place.
Through our experience in the industry, we noticed something amiss. Linear television always had the reach and prestige as an advertising channel, however many brands struggled to find a way to link it to ROI and justify it in their marketing spend – completion rates on this channel also hovered at a low 14%.
We also noticed more and more Connected TV platforms popping up in the late 2000s, which revolutionized the way television content was consumed. For the first time ever, television became audience-first instead of content-first. Consumers only needed an internet connection to be able to watch television on their time schedule – and entirely on their terms. If television content could be viewed in this way, shouldn’t advertising content be treated the same?
We turned this concept into reality with MNTN Performance TV – keeping all of the best parts of television advertising, while at the same time treating it as a direct-response channel that could be tracked and measured like any other in their marketing mix.
Keeping the themes of automation, performance, and branding running strong, we elevated our solution offering to include Connected TV. Now, brands could run ads on Connected TV – but with the added benefit of automating the entire process so marketers can simply “plug and play” their campaign parameters such as timeline and budget and focus on driving performance.
Here are some of the other features added to the platform to keep advertisers one step ahead:
Well, that’s one for the history books! Whether or not you’re a Connected TV ads convert or a seasoned performance marketer well versed in all things CTV, welcome – we hope you’ll stay awhile. Check out some of our other resources or sign up for our CTV/OTT report below.
Subscribe to the report Apple, Amazon, NBC and more use to get their CTV news.