Why the Death of Cookies Will Be Good for CTV

You wouldnamp8217t think in 2024 and with the death of cookies staring us in the face that many marketers would still be stuck on lastclick attribution But many of them still are and that outdated thinking almost automatically cuts off certain nonDR channelsOf those nonDR channels CTV has caught my attention for the results itamp8217s driven for our portfolio of B2C and eCommerce brands In this post Iamp8217ll explain the measurement models weamp8217re using that have helped us recognize its potential why I think it stands alone as an upperfunnel channel positioned to increase its share of marketing budgets and steps to test it in your channel mixBetter PostCookie Measurement that Reflects Well on the Upper FunnelA couple of years ago we made a big investment in media mix modeling solutions for our clients which was a huge step in helping design objective channel portfolios that didnamp8217t rely on inplatform conversion data or cookie tracking MMM which weamp8217re now broadly recommending has worked very well in combination with platform lift studies eg Metaamp8217s Brand Lift studies to help us understand where our clients need to spend money even within channels And what we tend to find is that brands are overindexing on things like brand search and retargeting while underinvesting in awareness campaigns and channels including paid social video and amp8211 you guessed it amp8211 CTVWhether or not you finish this article determined to test CTV you should consider MMM and lift tests as part of your measurement strategy Both of those initiatives work without cookies and teach marketers how to think more holistically about fullfunnel journeys amp8211 which should hold up very well in the months and years to comeCTVamp8217s Unique Strength in the Upper FunnelCTV combines the storytelling power of bigscreen television spots with digital firstpartydatadriven targeting capabilities That alone is a powerful and unique combination driven by smart emerging companies like TV Scientific and iSpot but consider that platforms like LinkedIn and Google have recently introduced CTV options that can also work with their walledgarden data and move users through their ecosystem to purchaseIf big brands still think itamp8217s worth it to spend millions of dollars to reach huge unsegmented audiences with linear TV ads imagine the value a good measurement model would show for effective CTV campaignsSteps to Test CTV in Your Media MixFirst determine your goal and KPI to measure the impact of CTV amp8211 in essence how will you know whether or not itamp8217s working Remember that if you are looking for CTV to fit into an MTA or lastclick model you will need to think outside the box Perhaps you might look at upperfunnel KPIs like website traffic or something lower like a lift in purchases within specific geos You donamp8217t need to change your entire measurement approach for a test you just need to prove viabilitySecond create compelling creative Note that compelling doesnamp8217t necessarily mean expensive Letamp8217s not forget Coinbase launched a SuperBowl ad with a floating QR code The focus should be to grab attention highlight the product and use case and push a CTAThird set your audience targeting Many CTV platforms like TVScientific have offtheshelf audiences that will be effective for the majority of advertisers However CTV can become truly powerful with 1stparty and 3rdparty data resources Leveraging companies like Bombora and Liveramp can provide marketers the ability to reach highly targeted audiences through the medium and as mentioned major platforms are rolling out options that can take advantage of their data Be sure to set a small enough audience for you to get adequate frequency and measurement amp8211 in other words launching to a nationwide audience with a 30K budget likely wonamp8217t be enough to move the needle but targeting that budget to Tucson might be a different storyLet it rip and watch things like a hawk Measure the impact on upperfunnel campaigns first You should see website traffic pick up within days and sales to follow shortly after That said I wouldnamp8217t suggest cutting your course of antibiotics early and the same goes with a CTV test The truth is that cold audiences donamp8217t warm up immediately If like so many marketers youamp8217re addicted to bottomfunnel advertising the withdrawal will be noticeable but donamp8217t give up Sustained effort will pay off and the impact will last past the end of the campaign On that note be sure to continue measuring the impact of your CTV campaigns for 24 weeks after it finishesLast ThoughtsAs just about every digital marketer knows the death of cookies is going to present a lot of issues even from those who moved away from lastclick attribution long ago But with new issues comes a need for new solutions and a new way of thinking amp8211 which will turn out to have some benefits for the marketing industry at largeI anticipate that with a more holistic marketing approach to the customer journey weamp8217ll see both increased adoption of CTV and a rush to help brands of all sizes and resources measure its effectiveness in their media mix Brands that can shift to a CTVfriendly mindset now will have an earlyadoption advantage and the low engagement costs that come with it over competition slower to catch onPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Why the Death of Cookies Will Be Good for CTV

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Bryan Karas

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