Home >> Insights >> Content Hub >> CTV App Live-Event Ad Campaigns & Accurate Measurement
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.
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.
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.
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.
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.
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.
Request Free Demo
Try a tailored single-source audience measurement solution to start improving your cross-media ROI.