Best for
Keynes Digital works with brands that spend a minimum of $6MM annually on performance media advertising. Brands must be willing to measure the effectiveness of streaming or CTV advertising more holistically and not via MTA solutions. The impact of streaming or CTV advertising cannot be measured with clicks and consumers will be visiting the brands website over second screens and multiple devices, laptops and mobile, that depending on the consideration cycle can span multiple sessions where the final purchase event occurs direct or organically.
The problem
Brands Looking to expand their paid media marketing outside of the walled-gardens using streaming TV advertising with a CTV company that specializes in an audience-first approach to targeting high-intent, in-market consumers. Measuring incremental impact or lift is paramount to validating the ROAS/CPA from this non-clickable channel and it's very typical that Keynes and brand advertisers are working together with advanced forms of measurement.
The impact
Our brand partners are looking for enterprise grade solutions to measure CTV advertising impact on the business. These solutions include options like GeoLift, ghost bidding, the use of 3rd party MMMs, incrementality measurement companies, channel impact report, halo lift reports, assisted conversion reports, path to conversion reports, and more. Benchmarking CTV performance aligns with metrics similar to paid search where cost-per-website visit is a leading indicator of campaign performance with iROAS and iCPA oftentimes the final determinant to CTV campaign success. The value of CTV is measuring the impact across the entire paid and organic ecosystem and Keynes Digital breaks down the soloed based reporting that fails to recognize the other marketing touchpoints influencing the consumers journey to purchase.
