Why OTT platforms offer better campaign impact measurement

For advertisers, OTT platforms offer scale, reach and the ability to accurately measure whether campaigns are contributing to marketing goals. Unlike with linear TV, advertisers are not left guessing about ROI with OTT.

Traditionally, advertisers relied on demographic data, instinct, and probabilistic matching between ads and audience behaviour. OTT data has changed the game, offering end-to-end data-driven measurement solution that enable a holistic understanding of the campaign – from planning to delivery.

Advertisers can measure better key indicators like brand reach among relevant audiences, change in brand perception, and whether the campaign drove branded shopping queries, customer acquisition and traffic to their websites.

Powered by target group indices (TGI), internal surveys and A/B testing, audience & creative insights help marketers with the right strategy for relevant audiences. The offering helps brands understand the audience, gauge the messaging and test creatives to identify those best suited to deliver the  on campaign objectives.

Recently, a global consumer durable brand used such a tool to perfect its messaging. An internal survey to understand what affected purchase consideration showed clean air as the single largest factor – it was also the brand’s key positioning, highlighting a powerful communication theme.

Brand impact

The Brand Lift Study helps advertisers understand their campaigns’ impact on audiences in terms of mind measures such as ad recall, message association, brand awareness, brand consideration and purchase intent.

Meanwhile, Cross Screen Attribution, used by advertisers with huge spends across TV and OTT, measures cross-screen impact and RoI. The solution details how the campaign delivered on reach, frequency and duplication among media. It compares the effectiveness of each channel, helping to optimise the media mix.

Sales impact

This is done through solutions that compare the performance of media in terms of RoI, measuring the impact on sales.

Sales Lift uses advanced analytics to measure the campaign’s impact on market measures like sales/inquiries/dealer walk-ins.

Media Mix Modeling is a regression-based solution built on historical data to gauge the performance of various media and campaigns. Done at the start of the media planning, it provides a holistic understanding of media levers, their RoI and synergies for key KPIs.

OTT combines real-time reporting and hyper-targeting with the full-screen, immersive experience of linear TV. Advertisers understand its potential and are raising its share of the marketing pie. In the days to come, we will look at the depth and effectiveness of each offering mentioned above and how they help advertisers plan and execute campaigns that deliver better.