{"id":46915,"date":"2022-10-19T16:13:01","date_gmt":"2022-10-19T23:13:01","guid":{"rendered":"https:\/\/www.kochava.com\/?p=46915"},"modified":"2022-10-19T16:13:01","modified_gmt":"2022-10-19T23:13:01","slug":"executing-performance-marketing-on-ott-ctv","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/executing-performance-marketing-on-ott-ctv\/","title":{"rendered":"Executing Performance Marketing on OTT & CTV"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1665597807511{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

Extend your audience reach on advanced TV platforms<\/h2>\r\n[\/vc_column_text][vc_column_text]Let\u2019s travel back in time. The year is 1995 and digital marketing is just taking off with the advent of the internet. Only two years prior in <\/span>1993<\/span><\/a>, the first click banner went live. Life is good. But companies are still having to open up their chain wallets and pay upfront for their advertisements without knowing how well they\u2019ll perform.\u00a0<\/span>\r\n\r\nIn rolls performance marketing, a form of digital marketing that is driven by results. Payment is based on how users interact with the content or when an action has been performed such as a click, app install, purchase, or other conversion goals. Performance marketing is a cost effective way for advertisers to diversify their audiences while expanding their reach. Life is way better.<\/span>\r\n\r\nLet\u2019s travel forward to current times. The year is now 2022 and over-the-top (OTT) and connected TV (CTV) platforms are growing rapidly. Advertisers can market to wide audiences across many screens, but it is still difficult to consistently measure the impact on lower funnel conversion events due to a fragmented ecosystem. However, it\u2019s not impossible, and that\u2019s a good thing – particularly in these tough economic times where brands want to see more tangible returns on ad spend. Let’s see how.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1665597791459{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

Performance marketing on advanced TV platforms<\/h3>\r\n[\/vc_column_text][vc_column_text]In recent years advertisers have shifted more and more of their ad dollars away from traditional TV upfronts and towards OTT and CTV platforms. With this shift, addressability and targetability have increased, and the user\u2019s journey has changed. In the world of connected devices, marketers can now measure direct correlation between an ad on a smart TV screen and a conversion on another connected device screen.\u00a0<\/span>\r\n\r\nUnlike brand campaigns that attempt to drive awareness and interest (high marketing funnel metrics), a performance marketing campaign seeks to directly drive mobile app installs and purchases.<\/span>[\/vc_column_text][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1666136602430{padding-top: 20px !important;padding-bottom: 20px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”46987″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_top=”50″ margin_bottom=”50″][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][vc_column_text]Traditionally, bottom funnel events were often associated with retargeting and paid search efforts; however, OTT and CTV platforms have introduced app-install campaigns and other device\/platform specific marketing initiatives.\u00a0<\/span>\r\n\r\nWhile OTT and CTV advertising can absolutely drive top of funnel outcomes, marketers shouldn\u2019t overlook this channel\u2019s potential for successful performance marketing initiatives.\u00a0<\/span>\r\n\r\nWhen ad budgets are under duress, as they are now, performance marketing offers more direct proof of return – through user acquisition, new subscriptions, and\/or direct in-app revenue. The ability to show this direct growth in users or revenue makes it easier for advertisers to commit further spend with confidence. \u00a0 <\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1665597821653{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

How performance marketing works<\/h3>\r\n[\/vc_column_text][vc_column_text]Performance marketing, like many other marketing strategies, is composed of the marketer who wants to reach a specific audience and the owner of that audience (eg, Roku, Amazon). What differentiates performance marketing from any other type of marketing is that the marketer only pays if a certain action is performed.<\/span>\r\n\r\nAs an example, a quick service restaurant (QSR) places an ad on YouTube promoting a new meal deal. They will determine the success of the ad campaign based on how many users install their app and place an order. In this case, their key performance indicator (KPI) will be app installs with app event optimization towards order completions. The marketers will pay for each app install that was driven by that specific campaign. <\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1665597769645{padding-top: 20px !important;padding-bottom: 20px !important;}”]\r\n

Getting started with performance marketing<\/h3>\r\n[\/vc_column_text][vc_column_text]With any marketing campaign, it\u2019s beneficial to have a well established strategy to ensure accurate and insightful data collection. Here are three steps you can take to get your campaign up and running.<\/span>\r\n\r\n1. Outline your campaign goals<\/b>\r\n\r\nStart by outlining your campaign goal(s). These goals could include app installs, in-app purchases, or overall impressions. These goals will be the basis to your campaign and keep you focused on what insights you want to glean from the information you collect. After the campaign is complete, you can look back at these goals and see if they were achieved.<\/span>\r\n\r\n2. Define campaign KPIs<\/b>\r\n\r\nFrom the goals you set, you can define the KPIs that you will base your campaign on. Examples of KPIs include:<\/span>\r\n