OTT/CTV - Reporting Training - video Dailymotion

Beasley Digital

6 months ago

OTT/CTV - Reporting Training

Transcript

00:00Today I will be walking you through OTT CTV reporting.

00:12To start off let's refresh on what is OTT CTV. OTT stands for over the top and CTV stands for

00:25connected TV. OTT CTV is a format of video advertising that appears on streaming content.

00:32OTT CTV campaigns run on small screen and large screen devices. Examples of large screen

00:39devices include smart TVs, Roku's and Apple TVs. Examples of small screen devices include

00:47laptops, desktops, tablets and mobile devices.

00:52So which products and tactics can we run OTT CTV? The recommended tactic tags for OTT CTV

00:59are addressable geofencing and search retargeting keyword contextual. Although possible it is

01:05not recommended to run these tactics for OTT CTV site retargeting and geofence due to it

01:11strictly relying on cross device matching that is required with OTT CTV.

01:15What are the key performance indicators for OTT CTV campaigns? As you can see these metrics are

01:23slightly different from display. We are targeting users on devices they can connect to a TV or a

01:29functionality with the TV itself such as streaming boxes, smart TVs, gaming consoles. Therefore most CTV

01:35inventory is not clickable. In fact it is best for the video to complete in full. This is why the main

01:42metric we report on for connected TV are impressions, completes and completion rate. We will include

01:49weighted actions if we are tracking conversions in the campaign as well. So as you can see an impression

01:55occurs when an ad is displayed on a screen. Essentially impressions represent the number of times an ad is

02:00served and displayed regardless of whether it is clicked or not. Video completion events. A video completion

02:07event occurs when a video creative plays all the way to its end at a normal speed. Video completion rate.

02:14This is the ratio of video start events to video completion events. And weighted actions. This is the sum of

02:21both online and offline conversions from users who have taken action after being served the ad.

02:29So what else can we see in the OTT CTV report?

02:32You will see the breakout of all OTT CTV tactics included in your campaign. We will include clicks

02:40just to see if any of the campaigns are driving clicks to the website. Keeping in mind these will be low.

02:48We are also able to show ad performance by device. Most of the time this will be 100% connected TV,

02:54unless we are specifically targeting large devices versus small devices. Mobile can show up in those instances.

02:59For addressable geofence, we will show the zip plus 4 report with any foot traffic attribution.

03:12This report shows where users are seeing your ad. The addressable geofence tactic targets users based

03:18on their specific demographic and interest. If there is more than one audience we are targeting in the

03:23campaign and the client wants to know the separate metrics per audience, we can show this breakout as well.

03:30Keyword performance. The search tactic targets users based on their behaviors and keywords they are

03:36searching for. This report gives a rundown of the top performing keywords within the specific geo.

03:43And lastly, we will show the video performance, which includes KPIs per video. Note,

03:48this screenshot is using sample data. Previews for videos only show a play button. Therefore,

03:52the preview is not included. Some advertisers ask to see domains for OGTC TV specifically. We do not

04:03typically show this information unless the advertiser is adamant about seeing it. The most important thing

04:08we need to keep in mind is that we are reaching our target audience despite what domains they are viewing

04:14the add-on. Your respected ad apps teammate will look at these metrics and make optimizations as needed

04:24for optimal performance. Is there an audience we could be targeting that is better fit for the campaign?

04:29Are domains that are driving many clicks to the website being blocked? Is competition a factor that

04:34needs to be addressed? Or are we seeing any delivery issues?

04:37So with that, let's look at a full OGTC TV report from TabClix.

04:52So as you can see, here are our KPIs, the performance by the campaign, including the impressions,

04:58clicks, although they will be low, completions, complete rate, and weighted actions.

05:03Here we have our device type, connected TV, with the total amount of impressions that you can see

05:09matches the above impressions here. 100% of users are being driven by the connected TV ads.

05:22Here we have our addressable geo-bends location performance, which we track with impressions.

05:29And then if your campaign has any conversions, we are able to track those weighted actions as well.

05:37Keyword performance shows impressions, completions, and completion rate. And then here you will see

05:43the video performance with the ad name, the impressions, completions, completion rate,

05:48as well as weighted actions.

06:02Here are the benefits of OGTC TV for your reference.

06:10And then here is an in-depth look of the OGTC TV inventory given by Simify.

06:18Thank you for your time.

OTT/CTV - Reporting Training

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