Choosing Your Connected TV Partnerhttps://keynesdigital.com/wp-content/uploads/2021/11/Blog-Header-Templates.png25601280Keynes DigitalKeynes Digitalhttps://keynesdigital.com/wp-content/uploads/2021/11/Blog-Header-Templates.png
Marketers are actively seeking a partner who expresses the strongest interest in their overall success.
As programmatic advertising grows, there are more and more options for providers to choose from and it can get overbearing, especially with new channels and trends also evolving rapidly.
To help make this decision-making process easier, Keynes Digital put together a guide of questions every marketer should ask when choosing a Connected TV advertising provider.
What do you consider Connected TV advertising?
First and foremost, a Connected TV commercial must be on a Full Episode Player (FEP) and it must be on a TV Network. These are the same networks you see through a traditional cable subscription.
Why settle for only looking at Video Completion Rates (VCR) when Connected TV commercials typically all have over 95%? There are many other metrics and data points that can help better speak to the performance of a Connected TV campaign.
For example, a high-funnel branding marketing campaign may be looking at a Reach goal. For a high-funnel performance-focused campaign, strategizing against a Cost-Per-Site Visit (CPV) goal may make more sense. A low-funnel, direct response-based marketing campaign may be looking at Return-On-Ad-Spend (ROAS) or Cost-Per-Acquisition (CPA).
It’s important to understand the value of looking at a variety of different goals based on the targeting of the Connected TV campaign.
Connected TV advertising can be incredibly effective at driving brand new users to the site and then encouraging these users to convert.
Partner with a company that understands your unique campaign objectives and overall company goals to construct a targeting plan that makes the most sense for your brand.
What level of reporting do I have access to?
Ask questions like:
Do we have a portal to log into?
Do we have network-level reporting?
Can we report on industry-standard metrics?
These may sound like basic or obvious questions, but necessary to ask upfront.
Having 24/7 access to a reporting dashboard should be a requirement and transparency within that reporting is crucial.
Work with a partner that doesn’t hesitate to give you the data you need in a digestible format, in order to help you make informed decisions in your marketing plans.