Setting Strategies for CTV Measurement and Attribution

As connected TV has become a more critical part of their media mix, advertisers are increasingly questioning whether their existing attribution methodologies properly account for CTV’s role in delivering their desired outcomes. In fact, new research by ADWEEK Branded and MNTN found that measurement and attribution is U.S. CTV advertisers’ top challenge, and 75% agreed they felt “confused” by all the different methods for attributing their CTV campaigns.

These figures come from “CTV Advertisers Take On Measurement and Attribution,” based on an exclusive survey of 129 U.S. brand marketers who are active CTV advertisers. The research examines a variety of issues, including CTV ad budgets, CTV as a performance channel, and campaign measurement and attribution.

The key findings include:

• CTV spend is soaring: 78% of respondents said their CTV ad spend is significantly higher (39%) or higher (39%) than it was a year ago.
• Focus on measurement: Measurement and attribution was chosen as the top benefit of CTV over linear, but it was also identified as their biggest challenge.
• Need for CTV-specific attribution: Asked to identify their single biggest attribution challenge, 30% cited a lack of access to CTV-specific methodologies.

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