Adjust has introduced CTV AdVision – the comprehensive connected TV measurement solution – as the mobile marketing analytics platform reports upward growth in mobile and CTV app installs from CTV advertising campaigns.
In April, CTV ad installs on mobile apps tracked by Adjust soared 184% globally compared to December 2021, while CTV app installs soared 150% last month compared to February.
Ad spend on CTV is expected to exceed $21 billion this year, according to a new report from the Interactive Advertising Bureau (IAB). But even as marketers increasingly leverage this growing channel as part of their overall marketing strategy, many face measurement challenges, including fragmentation, complexity and expense, that prevent them from leverage CTV advertising to reach massive, engaged audiences. In fact, the same IAB survey shows that only 18% of total video ad spend (encompassing CTV, social media, short form video and traditional linear TV) is currently allocated to CTV.
“Marketers have struggled to turn CTV into a performance channel because, until now, they haven’t had the data to do so,” said Gijsbert Pols, director of connected TV and new channels at Adjust. “What sets CTV AdVision apart is that it gives brands of all sizes the ability to analyze CTV’s assisting power on performance and reveals how CTV is helping other channels convert and improve their return on investment.
CTV AdVision combines Adjust’s market-leading connected TV measurement offerings – CTV to mobile and CTV to CTV – with a dedicated CTV dashboard in Datascape. On a single screen, marketers can clearly see the overall performance of their CTV campaigns, as well as the impact of CTV campaigns on their apps with metrics and KPIs, such as installs, revenue, and ROI . Additionally, in the Datascape Overview dashboard and reporting tool, marketers can get a holistic view of their user acquisition and retention strategies to see CTV performance in the context of other canals.
Among its key features, Adjust’s CTV AdVision enables marketers to:
- Measure the influence of CTV campaigns on mobile apps.
- Analyze the assistive value of CTV campaigns on other campaigns, such as search and social media, including CTV’s presence in customer journeys.
- Measure the impact of ad campaigns for apps running on CTV devices.
- Create and track CTV-optimized QR codes in the dashboard.
- Customize attribution logic to meet the specific needs of the CTV ecosystem.
“As CTV becomes an increasingly important channel in advertising, we know marketers need to be able to prove the ROI of their CTV campaigns,” said Katie Madding, Chief Product Officer at Adjust. “We created CTV AdVision to give marketers and advertisers a unified attribution method, with trusted CTV performance data and visualizations that enable consistent, independent measurement.”
Additionally, marketers benefit from Adjust’s partner integrations with the biggest players in the CTV ecosystem, from platform providers like Samsung to intermediaries, such as The Trade Desk and tvScientific. Customers from a wide range of application verticals already using CTV AdVision, including Plarium and PeopleFun, have noted the challenges or barriers it has helped them overcome to advertise on CTV.
“With Adjust’s CTV AdVision, we were able to gain increased visibility into the performance of our CTV efforts to optimize our campaigns,” said Shlomi Laufer, team lead at Plarium. “Previously, we had to make choices for our CTV marketing without the data to support or guide our decisions. With CTV AdVision, we are able to buy CTV ads easily and with confidence.”
“By using Adjust’s CTV AdVision, our growth team can see PeopleFun’s connected TV marketing strategy in the context of their digital marketing efforts,” commented PeopleFun CEO Carol Miu. “We can now rely on one measurement solution, Adjust, when promoting our hit puzzle game Wordscapes on CTV. Before, we had to synthesize different measurement solutions from each CTV vendor. »