Connected TV combines TV's reach and impact with digital's targeting and measurement. CTV advertising is growing rapidly - understanding its metrics is essential.
CTV-Specific Metrics
Completed video views, household reach, frequency per household, and video completion rate (VCR). CTV typically sees 90%+ VCR due to non-skippable formats.
Cross-Device Attribution
CTV viewing happens on shared devices. Attributing conversions requires matching household graphs or probabilistic matching to connect TV exposure to web/app conversions.
Measurement Solutions
Use CTV-specific measurement partners like iSpot, TVSquared, or platform-native solutions. Compare CTV incrementality to other channels with unified measurement.
How Xplainr Helps
Xplainr integrates CTV data with your digital marketing channels, providing unified cross-channel attribution for modern media mixes.
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Related Resources
- Video Ad Performance
Compare CTV metrics with digital video ad benchmarks.
- Incrementality Testing
Prove CTV's true lift with holdout experiments.
- Cookieless Attribution
Navigate cross-device measurement in a privacy-first world.