We address the most frequently asked questions about our measurement of Connected TV and its fit into broader campaigns.
In recent months, interest in connected TV as an advertising medium has boomed all over the world. But measuring it, and in particular, knowing how it fits into campaigns that also include traditional television or other media, is a major concern for advertisers and has sparked interest in the measurement we do at FLUZO. In the following lines, we address the most frequently asked questions about our measurement.
Can FLUZO measure the incremental reach that CTV brings to linear TV?
This is undoubtedly the question that most concerns advertisers, as has been highlighted in a number of reports, and yes, by using the same methodology to measure all media for the same panel, we can compare the contribution of each medium used in your campaign, including connected TV, and calculate the incremental reach it provides to traditional TV.
And what about the exclusive reach or frequencies that can be achieved on this platform?
With FLUZO measurement, you can also access a completely cross-media perspective of your campaigns and isolate the 'exclusive' impact that connected TV has had, from a dashboard like this one.
Can I know who I am impacting on this medium?
Yes, you will be able to identify the audiences you are reaching, both exclusively and duplicated, so you can find out, for instance, whether you are reaching Low TV Viewers, and if you are doing so as efficiently as possible. You will also be able to use hyper-profiling data to build targets that go far beyond sociodemographic information, such as knowing the kind of car they drive, or the financial products they have contracted.
Does FLUZO measurement let me make adjustments and optimize my campaign in real time?
Absolutely. Another great advantage of our solutions is that our cross-media measurement data is reported on a weekly basis and is broken down by day and time slot. This has two advantages. One is that you can optimize your planning before the campaign is over, which is especially interesting in a medium like CTV. The other is that, when it comes to discovering niches of efficiency, we can play with the time slots and their impact on each medium's reach. For example, in this Movistar campaign in Peru, we unlocked data that helped us understand digital's importance in the mornings, when television consumption fell.
Is it possible to find out the impact of my CTV campaign on my brand KPIs?
Yes. In our Ad Effect solution, we combine information on exposure (on what medium/media did contact take place, how often, with what advertisement) with post-impact surveys on recall, message or brand assessment.
This enables us to find out how they change depending on where and how exposure occurs. For example, in this case study for Renault, we found that those who had been impacted by CTV had greater increases in brand awareness and an increased effect on all advertising awareness metrics.
Can I measure the digital or mobile behavior triggered by my CTV campaigns? Is it possible to learn about this post-exposure behavior?
Yes! Thanks to our single-source model, we can aggregate the data sets produced by the same panel to have a 360º view of the advertising impact. This is the model we use with our panel partner, Netquest, for our clients in Spain, Portugal and LATAM,
Basically, we are able to cross reference the exposure data with the panelists' digital behavior for the same time period, including Google searches or web or app browsing. This way, we can find out if your audience visits your website or that of your competitors after seeing your ad. And again, this information is available in hyper-granular detail, allowing us to draw conclusions about the number of times we need to impact a target to get them to act in the digital world.
What is the difference between the ACR technology some manufacturers integrate into their SmartTVs and FLUZO's ACR technology?
Although the two technologies are cousins, in that they are both based on Automatic Recognition Content, there are three major differences between them. The first is that Smart TV ACR technology uses image recognition, while FLUZO ACR technology uses audio recognition.
The second is that the Smart TV technology is embedded in the devices themselves, while FLUZO's technology is installed via smartphone to record panel members' total environmental context (not just CTV).
And thirdly, Smart TV ACR is a census model, since all devices from certain manufacturers have this technology built in (regardless of whether the user activates it or not), while we work with panels that are representative of the internet user population.
I am a technology company, a network or an AdTech company that wants to enhance the value of its advertising network. How can you help me?
At the moment, the biggest obstacle for advertisers is the lack of certainty about this medium and its effectiveness. At FLUZO, we can help you demonstrate its advantages as an advertising medium, showing its incremental reach on top of traditional TV and other media.