OTT/CTV - Reporting Training
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00:00Today I will be walking you through OTT CTV reporting.
00:12To start off let's refresh on what is OTT CTV. OTT stands for over the top and CTV stands for
00:25connected TV. OTT CTV is a format of video advertising that appears on streaming content.
00:32OTT CTV campaigns run on small screen and large screen devices. Examples of large screen
00:39devices include smart TVs, Roku's and Apple TVs. Examples of small screen devices include
00:47laptops, desktops, tablets and mobile devices.
00:52So which products and tactics can we run OTT CTV? The recommended tactic tags for OTT CTV
00:59are addressable geofencing and search retargeting keyword contextual. Although possible it is
01:05not recommended to run these tactics for OTT CTV site retargeting and geofence due to it
01:11strictly relying on cross device matching that is required with OTT CTV.
01:15What are the key performance indicators for OTT CTV campaigns? As you can see these metrics are
01:23slightly different from display. We are targeting users on devices they can connect to a TV or a
01:29functionality with the TV itself such as streaming boxes, smart TVs, gaming consoles. Therefore most CTV
01:35inventory is not clickable. In fact it is best for the video to complete in full. This is why the main
01:42metric we report on for connected TV are impressions, completes and completion rate. We will include
01:49weighted actions if we are tracking conversions in the campaign as well. So as you can see an impression
01:55occurs when an ad is displayed on a screen. Essentially impressions represent the number of times an ad is
02:00served and displayed regardless of whether it is clicked or not. Video completion events. A video completion
02:07event occurs when a video creative plays all the way to its end at a normal speed. Video completion rate.
02:14This is the ratio of video start events to video completion events. And weighted actions. This is the sum of
02:21both online and offline conversions from users who have taken action after being served the ad.
02:29So what else can we see in the OTT CTV report?
02:32You will see the breakout of all OTT CTV tactics included in your campaign. We will include clicks
02:40just to see if any of the campaigns are driving clicks to the website. Keeping in mind these will be low.
02:48We are also able to show ad performance by device. Most of the time this will be 100% connected TV,
02:54unless we are specifically targeting large devices versus small devices. Mobile can show up in those instances.
02:59For addressable geofence, we will show the zip plus 4 report with any foot traffic attribution.
03:12This report shows where users are seeing your ad. The addressable geofence tactic targets users based
03:18on their specific demographic and interest. If there is more than one audience we are targeting in the
03:23campaign and the client wants to know the separate metrics per audience, we can show this breakout as well.
03:30Keyword performance. The search tactic targets users based on their behaviors and keywords they are
03:36searching for. This report gives a rundown of the top performing keywords within the specific geo.
03:43And lastly, we will show the video performance, which includes KPIs per video. Note,
03:48this screenshot is using sample data. Previews for videos only show a play button. Therefore,
03:52the preview is not included. Some advertisers ask to see domains for OGTC TV specifically. We do not
04:03typically show this information unless the advertiser is adamant about seeing it. The most important thing
04:08we need to keep in mind is that we are reaching our target audience despite what domains they are viewing
04:14the add-on. Your respected ad apps teammate will look at these metrics and make optimizations as needed
04:24for optimal performance. Is there an audience we could be targeting that is better fit for the campaign?
04:29Are domains that are driving many clicks to the website being blocked? Is competition a factor that
04:34needs to be addressed? Or are we seeing any delivery issues?
04:37So with that, let's look at a full OGTC TV report from TabClix.
04:52So as you can see, here are our KPIs, the performance by the campaign, including the impressions,
04:58clicks, although they will be low, completions, complete rate, and weighted actions.
05:03Here we have our device type, connected TV, with the total amount of impressions that you can see
05:09matches the above impressions here. 100% of users are being driven by the connected TV ads.
05:22Here we have our addressable geo-bends location performance, which we track with impressions.
05:29And then if your campaign has any conversions, we are able to track those weighted actions as well.
05:37Keyword performance shows impressions, completions, and completion rate. And then here you will see
05:43the video performance with the ad name, the impressions, completions, completion rate,
05:48as well as weighted actions.
06:02Here are the benefits of OGTC TV for your reference.
06:10And then here is an in-depth look of the OGTC TV inventory given by Simify.
06:18Thank you for your time.