CTV advertising comes with its own set of terms and metrics. This glossary will help you navigate the key concepts in CTV measurement and campaign performance.
Attribution: The process of crediting CTV ad exposures to specific consumer actions or conversions. It helps advertisers understand which ads led to desired outcomes, such as website visits or purchases, by tracking viewer behavior across devices.
Brand Lift: Measures changes in consumer perception or behavior due to ad exposure. This is typically assessed through surveys comparing responses from viewers who saw the ad to those who didn't, helping gauge the ad's impact on brand awareness, recall, and purchase intent.
Completion Rate: The percentage of viewers who watch an entire ad. High completion rates on CTV often indicate engaged viewers and effective ad content, as these ads are typically non-skippable.
Conversion Rate: The percentage of viewers who take a desired action after seeing an ad. This can include various actions throughout the funnel, from website visits to purchases, helping measure the ad's effectiveness in driving specific outcomes.
CPM (Cost Per Mille): The cost per thousand ad impressions. This metric is used to evaluate the cost efficiency of reaching viewers and is a standard pricing model in CTV advertising.
Daily Budget: A spending limit set for each day of a campaign. This option controls how much an advertiser is willing to spend on a daily basis, though it may be unavailable for certain campaign types like retargeting.
Frequency: How often the same viewer sees an ad. While repetition can build awareness, too high a frequency can lead to ad fatigue, making it crucial to find the right balance for your campaign.
Impressions: The number of times an ad is served to viewers. This basic metric helps gauge the overall reach and scale of a campaign, though it doesn't necessarily indicate whether the ad was fully viewed.
Incremental Reach: The additional unique viewers reached by adding CTV to a campaign. This metric is particularly useful for advertisers expanding from traditional TV to CTV, showing the value of a multi-platform approach.
Lifetime Budget: A spending limit set for the entire duration of a campaign. This option controls how much an advertiser is willing to spend from start to finish, rather than managing daily limits.
ROAS (Return on Ad Spend): The revenue generated relative to advertising costs. ROAS helps assess the financial performance of CTV campaigns, allowing advertisers to determine the effectiveness of their ad spend.
Target Group: The specific audience segment a CTV campaign aims to reach. This feature allows advertisers to define and customize their viewer audience based on various demographic, behavioral, or interest-based characteristics, ensuring ads reach the most relevant viewers.
Viewability: Whether an ad has the opportunity to be seen by a viewer. While CTV ads are generally considered highly viewable due to their full-screen nature, factors like whether the TV is on during ad playback can affect true viewability.