Metrics like cost per order and cost per acquisition are more feasible with CTV and over-the-top (OTT) channels. As a result, Dimesa has seen some advertisers move their television budgets entirely into streaming video.<\/p>\n
\u201cIn the last three years, this area has exploded, especially for performance marketers as measurement capabilities have come into place,\u201d she said. \u201cWe are now at the point where many of our clients have integrated streaming TV into their evergreen strategy.\u201d<\/p>\n
Pixel-Based Measurability<\/h3>\n
Tracking pixels are a key part of measuring ad campaigns on streaming video, similar to digital platforms that rely on the technology to measure when a view takes an action in response to a marketing message. Streaming video also provides marketers with the ability to deliver richer media experiences to consumers on the biggest screen in their households.<\/p>\n
\u201cIt is pixel-based, which is beautiful because it\u2019s one-to-one, so very much like digital where you understand exactly who and where your ad impressions are being served to,\u201d Dimesa said. \u201cI always like to refer to streaming television as the beautiful intersection of linear television and digital advertising.\u201d<\/p>\n
Alternative to Social Media<\/h3>\n
As advertisers seek greater efficiencies in their media spending and broader reach, some are supplementing their social media campaigns on streaming platforms or looking for other options, Dimesa said.<\/p>\n
\u201cWe do have quite a number of our clients who have come to us because\u2026Facebook isn\u2019t working for them anymore, or it\u2019s gotten cost-prohibitive or maybe they\u2019ve hit their cap on how much they can scale on Facebook,\u201d she said. \u201cNow, they\u2019re looking for an alternate channel. We do see some of our clients actually diverting funds from, say, what would traditionally be a Facebook budget to a connected TV, streaming TV channel.\u201d<\/p>\n
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