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CTV Questions at Ramp Up Conference

Mar 4

Written by wpengine

CTV Questions at Ramp Up Conference

Last week I had the opportunity to attend and speak at the Live Ramp Conference: “Ramp Up” in San Francisco, CA.  Sinclair’s CompulseOTT in Conjunction with partner ZypMedia and w/Aman Sareen, CEO hosted a lunch panel on Local OTT Advertising Insights. The room was packed to an overflow crowd and here are some questions that were asked:

1.    What metrics should I be looking at in OTT?

Focus on % of CTV (ConnectedTV) on the reporting.  If your seller doesn’t report on that, you should run for the hills.  Some providers of OTT (Over-The-Top), are focused more on desktop and mobile which is not really the spirit of the definition of OTT. OTT should be a 90%+ CTV experience in a full episode player. Ensuring that your provider reports out the % of CTV and that % is greater than 90% will ensure that you’re at least buying the right product.

2.    Why is my “V.C.R.” (Verified Completion Rate) important?

If all of the ads are non-skippable and/or you’re watching a live steam, then the completion rate should be in the 95% range.  If a seller tries to put short-form mobile clips in or set-top box VOD (which is not OTT or CTV) then it will drag down the VCR rate because a viewer can skip through some of those ad impressions.

3.    Why does the type of 3rd party data used for targeting and how it’s applied matter?

Targeting with 3rd party data is relatively new in the CTV space.  There are over 10,000 3rd party data sets that could be used for CTV targeting.  However, the quality of the data provider is important.  The quality is based on the type of data that is being used to target and how that data was collected.  There are basically two types of data: “Probabilistic” and “Deterministic”. The data that is “Deterministic” is generally more valuable because it is derived from unique identifiers that were determined to be true.  “Probabilistic” data is derived from a much larger data set and assumptions are made based on probable outcomes.  Regardless of the type of data, they are both useful in providing additional targeting in CTV.  Knowing how the data was collected and how often it is refreshed is also helpful. Providing match rates of how many impressions matched the data set and then reporting on that in CTV is a difficult but evolving process.  Another important point with 3rd party data is that you must have a Data Management Platform (DMP) to be able to target with data segments in CTV.  Which DMP you use and how the segments are applied are not only important but critical. There have been some providers who have had some miss-steps in the delivery and execution of 3rdparty data.  Work with a notable ad platform and reliable and known data sets.

4.    Is 1st party data targeting in CTV possible?

1st party data targeting within CTV is possible if you choose the right provider with the right tech stack integrations.  The ability to onboard email addresses or collected IP addresses and then target CTV ads to those IP addresses is now possible. For the first time at the Live Ramp conference, I heard key marketing executives such as Chris Whalen at Kimberly Clark and Bob Rupczynski at McDonald’s openly discuss the use of 1st party data in their marketing and advertising plans.  While there are many use cases for 1st party data targeting, the right partner can help you navigate this new space.

If you interested in CTV/OTT I would welcome the conversations,

Brian Hunt

Head of CTV/OTT

Sinclair Broadcast Group

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