2024-11-23-MNTN-零售商联网电视效果测量指南_8页_746kb

CTV Performance Measurement Guide Summary

Key Points:

• CTV is a crucial advertising channel for retailers, driving performance (conversions, website traffic, sales, revenue) across online and offline (in-store) purchases.
• Effectively measuring and attributing CTV success relies on performance metrics and the right advertising partner.
• MNTN Performance TV offers specific CTV measurement and optimization capabilities.

Performance Metrics:

• Efficiency-Based (Optimization Goals):
  • ROAS (Return on Ad Spend)
  • CPA (Cost per Acquisition)
  • CPV (Cost per Visit)
  • CPVC (Cost per Completed View)
• Outcome-Based (Measurement Results):
  • Revenue
  • Visits
  • Conversions
  • Conversion Rate
  • Visit Rate

CTV Measurement Features (MNTN):

• Tracks non-skippable ads.
• Measures impact within a defined sales window.
• Uses household confirmation, linking TV viewership to online activity from the same household.
• Provides offline attribution to measure real-world purchases driven by CTV ads.

Benefits (Case Studies & Data):

• MNTN helped a retailer like Tuckernuck achieve significant growth in ROAS (304% YoY) and conversion rate (56% YoY), while decreasing CPV (25% YoY).
• Factoring in offline sales can boost total ROAS (e.g., jewelry brand saw a 32% increase in ROAS after strategy adjustments).
• Attributing performance across online/offline provides a holistic view.

Attribution Model Components:

1. Tracks completed non-skippable ad views.
2. Measures visits/conversions within a defined window.
3. Confirms household identity across channels (TV-watching vs. online activity).
4. Credits CTV for relevant site visits.

Comprehensive Reporting (MNTN):

• Fully integrated with Google Analytics and Rockbox.
• Customizable reporting with real-time measurement.
• API for seamless data import into BI platforms.

Call to Action:

• MNTN positions itself as a powerful partner, offering full integration and the ability to optimize and measure CTV impact across the entire customer journey (online + offline).