Connected TV’s Unique Advertising Strengths

Calibrate your CTV campaign effectiveness with DISQO benchmarks

Connected TV (CTV) is gaining share within media mixes, but it’s still a relatively new ad channel. Consumers are seeing more streaming ads as the number of ad-supported tiers rise. Meanwhile, platforms and their brand clients are testing new strategies, ad formats, and personalization tactics to lift brand impacts and behavioral outcomes with consumers.

As the opportunities to deliver innovative brand experiences through CTV grow, so does the importance of measuring campaign effectiveness. CTV platforms and their clients must understand how their campaigns are moving audiences and also how CTV performs against other channels to get the most out of media investments.

DISQO’s inaugural CTV Ad Effectiveness Benchmarks report reveals what “good” CTV campaign performance looks like overall and within key business categories, along with how CTV compares to cross-channel benchmarks. Below are select insights to help you optimize your CTV campaigns.

Connected TV’s branding power is real

TV’s ability to reach a wide, highly engaged audience long ago solidified its place as a prime medium for brand building. Our benchmarks show that CTV builds on linear TV’s foundation moving the needle on brand metrics like favorability and purchase intent. CTV providers are working hard to better match advertisers with content and keeping brand experience at the center. They’re carefully weighing how ad loads and frequency impact audience engagement to deliver brand experiences that leave a lasting impression.

Download our full report to gauge your CTV ad effectiveness across eight different brand lift metrics. Learn which metrics, from awareness to persuasion and beyond are most impacted, and learn how to optimize your CTV ad spend based on your unique campaign goals. 

Connected TV can be closer to the path-to-purchase

DISQO’s benchmarks reveal that there is work to do in optimizing for the consumers’ path-to-purchase. However, the rise of shoppable ads, QR codes, and live links in ad creative has introduced new opportunities for viewers to actively lean into and take action at the prompting of CTV ads. 

With the merging of linear TV and digital through CTV, channels that are traditionally considered for performance marketing are now considered for brand marketing, and vice versa. As CTV continues to evolve, all media should be examined from a full-funnel perspective to maximize ROI. 

DISQO’s report offers benchmarks for nine distinct behavioral metrics, from category and competitive search to site visits and e-commerce activity. Download it for insights about optimizing CTV campaigns and driving valuable outcomes.

Connected TV ad performance varies across industries

It’s important to consider CTV ad performance in the context of your industry. This not only enables powerful conclusions about how your ads stack up to competitors' but also highlights the channel’s effectiveness at driving brand lift and behavioral outcomes for your specific offerings. Consumables, for example, perform exceptionally well for outcomes metrics, while goods see a far greater impact on brand metrics.

DISQO’s benchmarks showcase CTV performance across key industries and go deeper into certain categories – food & beverage, health & beauty, finance, and entertainment – for select metrics. Learn which stage of the funnel is most influenced by CTV in your industry.

Benchmark your connected TV campaign performance with DISQO!

Measure and champion your campaign effectiveness with DISQO. Our objective, identity-based methodology across all media channels helps hundreds of brands, agencies, and media platforms perform complete ad measurement. Then, compare your campaign outcomes to the industry’s only full-funnel CTV Ad Effectiveness Benchmarks for a compelling narrative that supports future media investments.