What are the most effective media buying metrics for OTT platforms?

Measuring the effectiveness of OTT platforms solely based on reach and frequency may be insufficient. These OTT platforms offer advertisers advanced targeting capabilities to reach specific audiences based on demographics, interests, behavior, and location. Unlike traditional TV, OTT platforms provide detailed insights for advertisers to optimize their campaigns. Skipping and blocking ads on OTT platforms can reduce ad effectiveness. High frequency does not guarantee impact if viewers can skip or block the ads. OTT platforms have interactive features that enable viewers to engage with content and ads, improving effectiveness compared to measuring based on reach and frequency alone.

For OTT ad success, track engagement: video completion rates, viewability, time spent viewing. Measure reach: unique viewers, frequency. Gauge effectiveness: cost per completed view, click-through rate, conversions, ROI. Don't forget context: ad placement relevance, brand lift, multi-device tracking. Choose metrics that align with your specific campaign goals!

Buying OTT is still buying ads on a relational platform. So, number one, don't mis-use the media thinking you are going to drive lead gen. Just like OTA, OTT is a relational media. Relational media is best used to drive your brand in to the permanent memory. OTT can't break your water heater or make someone call that wasn't going to anyway. There are certain short buying cycle category's that may see leads from relational media. Mostly, we use it to drive emotional bonding. So, buy A18+ and forget the higher CPM's that come with over targeting. Reach the most people with the minimum frequency of 3 weekly exposures. You can buy Over the Air TV and Cable for way less than a $10 CPM. Why pay $25-$45 CPM for OTT?

As plataformas OTT hoje em dia viraram a realidade de muitas pessoas que preferem mais autonomia na hora de escolher o que assistir, ouvir etc. Com isso, torna-se um público segmentado, o que contribui para as estratégias de mídias. Além disso, esses modelos de plataforma disp?e de métricas muito poderosas, a exemplo disso, nas plataformas de streaming disp?e de realizar anúncios em programas específicos com foco total no target, além de contar com informa??es relevantes como quantidade de visualiza??es, os programas mais assistidos, os top 10, feedbacks e avalia??es dos telespectadores, o mesmo vale pra plataformas de músicas e até o próprio WhatsApp que possui inúmeras ferramentas de engajamento, e análise das métricas desejadas.

For effective media buying on OTT platforms, focus on key metrics. Measure completion rates to assess ad viewability and engagement. Track unique viewers and impressions to gauge reach. Analyze click-through rates for interactivity. Monitor conversion rates to measure the impact on business goals. Understand user demographics and behavior through data analytics. Cost-per-thousand-impressions (CPM) and cost-per-click (CPC) provide cost-efficiency insights. Regularly assess these metrics for data-driven optimization, ensuring a targeted and impactful media buying strategy on OTT platforms.

Metrics like completion rate and viewability offer profound insights into audience engagement. A high completion rate indicates an engaged audience, while viewability ensures genuine human interaction with our content. For me, these metrics are invaluable in assessing the quality and effectiveness of our OTT placements. It shows intent like no other

Analyzing completion rate and viewability provides valuable insights into ad engagement by revealing the percentage of viewers who watch your ad in full. In my experience, this metric is particularly helpful in identifying ad placements where viewers have the option to skip after a short time, such as on certain websites, channels, and streaming platforms. By understanding these trends, you can optimize your ad campaign for better engagement and reach.

Measuring the real interest manifested by a certain targeted audience is a great tool for analysing the creative performance you paid for. Still: will these key learnings be accepted? Will they lead us to "fine tuning" (i.g. a better understanding of our audience?)

La tasa de finalización y visibilidad son 2 indicadores muy importantes. Visibilidad se puede tener Miles. Pero quienes llegan al final del anuncio es muy importante para poder satisfacer la necesidad. La tasa de finalización nos ayudará a comprender el tipo de información que se quiere enviar al cliente con el tipo de mensaje adecuado.

For marketers, viewability and completed ad analytics are essential on over-the-top (OTT) platforms. Viewability verifies that viewers see advertisements, thus helping in analyzing the success of campaigns. Completed ad analytics reveal if viewers saw the whole commercial, offering information on interaction and possible influence. Both indicators help advertisers enhance their OTT platform strategy and improve return on investment.

Cost considerations play a pivotal role in our advertising strategy. Metrics like CPM and CPCV provide a clear understanding of how much we invest in our OTT ads. Personally, I emphasize the need for a deep understanding of these metrics to ensure we optimize our ROI effectively across different platforms. Just a vanity CPM and CPCV doest count. One needs to go deeper and be more effective

I think relevance to the TG is more crucial to 1st consider which OTT platform is suitable for your brand, only then the metrics of CPM and CPCV come in the picture.

Alguns fatores externos influenciam diretamente o custo do CPM, o que te ajuda a mostrar como vem o mercado. Porém fatores internos como a qualidade do criativo também s?o influentes diretos no CPM, esses s?o pilares essenciais que você deve ter o controle, porque ele que muitas vezes vai dizer como o seu ROAS vai performar. Sempre que um CPM estiver muito alto, é importantíssimo você fazer de tudo para o seu CTR acompanhar, reduzindo assim danos no seu ROI. o CPCV também vai apontar a qualidade da sua big idea ou do seu anúncio, trazendo assim aonde ficam as oportunidades.

Me resultó útil CPCV para saber cuál es la correcta inversión que se debe realizar. Midiendo el ROI. Puede ser q tengamos el mejor anunció e invertir en CPCV pero no sé logra el cierre. Es más conveniente utilizar CPM para dar a conocer el Producto y/o Servicio y asegurar el ROI. Mucho depende de la demografía.

Cost Per Completed View (CPCV): Assess the cost for each completed view. Attribution Metrics: Understand the contribution of each touchpoint in the customer journey. Ad Fraud Metrics: Guard against ad fraud to ensure genuine audience reach.

In the evolving world of media buying, we're witnessing a clear move away from legacy systems. Companies now favor conversions and attribution as key metrics, signaling a shift from traditional measurement methods. This change reflects a broader transformation where the lines between offline and digital media are getting fuzzier. Interestingly, the way we buy, measure, and optimize TV and video investments is starting to resemble what we do in the digital media space. Advertiser are quick to adapt, realizing that OTT success requires the nuances provided by conversions and attribution. This trend really emphasizes the industry's dedication to keeping up with tech advancements and using them for smarter, data-driven media buying strategies.

As métricas de convers?o na mídia digital s?o inúmeras e muito eficazes, como é o caso de anúncios que convertem em landing pages captando leads de forma pontual, para isso, basta de ter um CTA atrativo e que converse com a persona. As plataformas OTT possuem a forma de monetiza??o e distribui??o de forma assertiva, o que contribui na hora de montar a estratégia de mídia para se falar com o público certo, garantindo que as convers?es aumentem, isso claro, alinhando a um conteúdo rico e chamativo.

Conversion is a key metric that directly measures your OTT ads to business outcomes. Tracking the % of viewers who take a desired action, you can quantify the impact of your ad efforts in terms of tangible results, such as visits, sign-ups, or purchases. This metric is needed for evaluating the ROI of your campaign and understanding how well your ads are driving actions that matter to your business. Attribution complements conversion by identifying which ads and touchpoints in the customer journey contributed to these conversions. To understand the path to purchase and optimizing your media mix. Attributing conversions to specific ads, you can see which messages, channels, or sequences work - allowing you to refine your strategy

Para além de Convers?o e Atribui??o no Google Analytics e Kochava, é muito importante analisar a efetividade das suas estratégias também em contras "off line", ou seja, compras que acontecem no ponto de vendas físico (supermercados, bares, restaurantes, concessionárias, etc.). Para isso, analisar as métricas de Lift Offline é fundamental. Para entender isso, você pode usar estudos de medi??o de terceiros, como a Ninth Decimal.

Definition: The percentage of viewers who not only clicked on the ad but also took the desired action (e.g., made a purchase or filled out a form). Importance: Reflects the ad's impact on actual business outcomes and return on investment (ROI).

As we’re seeing the adoption of more interactive campaigns and shoppable ad formats, buyers and brands will be able to measure more lower funnel metrics such as Ad engagement and even sales which are directly attributed to investment in the OTT channel. Still early days of being deployed at scale, but if proven successful performance budgets will be assigned to OTT as well as branding dollars.

Before selecting any OTT platform it is also important to analyse their target audience. It will not work even after getting higher reach or frequency if the TG doesn't match.

When assessing media buying on OTT platforms, crucial metrics include viewership or reach, signifying the total number of distinct viewers; engagement indicators like average viewing duration; and conversion rates, denoting the proportion of viewers completing desired actions. The cost per acquisition (CPA) is essential to determine the expense of gaining each customer, while return on ad spend (ROAS) evaluates the ad expenditure's overall efficiency. Demographic and behavioral analyses are also key in comprehending the audience's characteristics. Monitoring these metrics offers valuable insights into ad performance, guiding more effective and focused media buying strategies on OTT platforms.

Ultimately, the right metrics will always come down to what your client's or brand's objective is, but when considering OTT and video more broadly, it's always important to remember there is a considerable amount of research that shows that building reach and frequency leads to sustainable business impact: higher brand awareness, lower price sensitivity and higher ROI. That said, R&F is just one metric, CPM or viewability, while different, still helps to ensure you're buy is efficient and your partners are delivering quality inventory.

In a time when we have increasingly powerful tools to make media more effective, competition also becomes fiercer, and advertisements compete second by second for consumers' attention. It is at this moment that creativity is as important as the tools themselves. It is creativity that will make the communication stand out from all the other competitors.