That’s according to the Analytic Partners (AP) data analytics consulting/tech firm, which reports that CTV is yielding ROI 30% higher than that for other marketing channels — even though CTV is averaging just 7% of total spend. (Article reprinted from MediaPost.com) AP bases those stats on marketing and spending data gathered and analyzed across more than 750 brands in 45 countries through its ROI Genome platform. AP acknowledges that the perceived difficulty of measurement and attribution is one of the biggest reasons CTV’s spend isn’t a higher proportion of most brands’ media mix. Digital channels that generate performance measurement via simplistic metrics like click-throughs and “last-click” (the last touchpoint before a consumer makes a purchase) attribution are attractive because they offer “the perception of immediate impact,” and so an ability to justify and adjust spending in real time, notes Mike Menkes, senior vice president overseeing consulting services for AP. But those metrics don’t take longer-term buying processes into account — which is why CTV’s benefits are so underrated, he says. When comprehensive measurement programs are applied, they show that streaming TV and other video impact consumer purchasing decisions in both the short and long term, Menkes explains. In fact, video’s impact “lasts twice as long as non-video media,” he says (chart above). Assessments of CTV and video in general should also take into account their impact on performance and lower-funnel marketing channels, Menkes says. For example, ROI Genome shows that 30% of paid search clicks are driven by other forms... Read More