Connected TV has been inarguably one of the top marketing stories of 2021. As advertisers get ready for 2022, the great CTV shift has brought with it a slew of measurement challenges — with inconsistent metrics being chief among them.
The good news is that CTV works and works well, and there is a bevy of solutions coming into play that are helping marketing teams drive measurable performance, all while leveraging the powerful brand play for which TV has always been known.
In this new infographic, Digiday and Yahoo unpack three measurement approaches that are making headway for marketers, plus a wealth of case examples that have emerged as new, robust insights drive incremental reach beyond the old days of linear audience metrics.
Explore this infographic to learn more about:
– How a leading CPG brand leveraged TV exposure data to compare old and new CTV strategies
– What in-flight analysis meant for one national electronics brand’s CTV campaign
– Three approaches to CTV measurement that are working for advertisers today
Sponsored By: Yahoo
More from Digiday
‘Intentionally being cautious’: Why the ad industry isn’t ready to let AI agents spend ad dollars
For now, LLMs are being used as accelerants, not decision makers. They compress workflows. They do not spend the ad dollars
Walmart says ‘open partnerships’ are central to its AI strategy, while Amazon goes it alone
Walmart and Google have announced a partnership that brings the retailer’s shopping experience inside Google’s AI assistant, Gemini.
After an oversaturation of AI-generated content, creators’ authenticity and ‘messiness’ are in high demand
Content creators and brand marketing specialists on how 2026 will be the year creator authenticity becomes even more crucial in the face of rampant AI-generated “slop” flooding social media platforms.