- 15th July 2024 |
- 4 minutes
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CTV App Live-Event Ad Campaigns & Accurate Measurement
How the Super Bowl Proves the Need for Accurate Measurement of Ad Campaigns with CTV App-Broadcasted Live Events.
The Grand Stage of Advertising
The Super Bowl isn’t just a game; it’s the ultimate advertising arena. For one fleeting evening, brands have a once-in-a-year shot to captivate millions. But with the evolution of live event broadcasting on connected TV (CTV) platforms, capturing the real impact of these ads is like catching lightning in a bottle. Traditional methods? They’re not up to the task.
The Power and Pitfalls of CTV
CTV apps are a goldmine for promoting live events, but without robust cross-media measurement tools, brands are flying blind. The real challenge? Measuring CTV reach and brand lift during those crucial one-off live events. Data and success stories reveal that integrating strategies across traditional and CTV mediums can yield powerful results.
The Super Bowl: The Ultimate Test Bed
This year's Super Bowl ads saw a whopping 4.12% Spike!
Let’s talk numbers. This year’s Super Bowl ads saw a whopping 4.12% spike in brand awareness for high-reach campaigns, especially at the top of the brand funnel. Beatgrid’s analysis shows that smart ad placements across both traditional linear and CTV platforms make a difference.
Measuring Impact and Brand Awareness
Relying on demand-side platforms for aggregated channel-reach data?
That’s like trying to complete a puzzle with missing pieces. Brands need the full picture to measure ad effectiveness and brand lift accurately. Case in point: Uber Eats, DoorDash, and Dunkin’. Uber Eats scored a 3.4% boost in spontaneous recall, while DoorDash’s consumer consideration shot up by 7.5%. Dunkin’? They nailed it with an 8.4% increase in awareness and 7.5% in consideration. The secret sauce? Balancing humor with relevance and clear product presentation.
The Future of Live Event Advertising
As we look beyond Super Bowl LVIII towards 2025 and beyond, the landscape of live event advertising is set for a revolution.
Despite the fragmentation, live TV’s allure is undeniable, especially for mega-events like the Super Bowl. But to hit the mark, brands must adopt a multichannel, cross-screen strategy to connect with diverse audiences, including elusive groups like 18-to-24s, 25-to-34s, and the Latino community. Accurate metrics to measure CTV app incrementality versus linear reach? Absolutely essential.
Embracing Technological Ad Measurement Advances
Platforms like Netflix, Amazon Prime Video, and Paramount+ are game-changers. With agnostic cross-media measurement solutions, brands can finally bypass the walled gardens, measuring not just reach, but also brand lift and overall ad impact. As linear TV gives way to CTV as the dominant force for broadcasting, investing in precise CTV measurement is no longer optional—it’s crucial.
The Super Bowl is more than a sporting event; it’s a powerful reminder of the need for accurate measurement in CTV live-event ad campaigns. Despite the hurdles, the enduring appeal of live TV and the high stakes of securing ad inventory underscore its relevance. Brands must leverage sophisticated, data-driven approaches to maximize their advertising impact, ensuring their messages hit home with audiences.
By Ian Alastair Hobkirk
Digital Marketing Manager
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