OTT Benchmarks: 5 Ways Digital Attribution Can Improve ROAS for CTV/OTT Advertising

The CTV/OTT space presents many advantages for B2B marketers, including clear targets, ideal buyer profiles, and precise targeting strategies. However, B2B marketers are feeling increased pressure to prove the value of CTV/OTT in reaching their target audience and without the right digital attribution, it can be tough to prove success and maximize return on ad spending (ROAS).

TJ Sullivan, SVP of Sales at Digital Remedy was recently featured in MarketingProfs, where he discussed digital attribution in the OTT/CTV space. Specifically, TJ outlined five ways to succeed with CTV/OTT, improve ROAS, and boost your bottom line:

Use multi-touch attribution

Multi-touch attribution for CTV/OTT gives you the ability to see the customer journey beyond just first- and last-touch—which is especially crucial for B2B marketers looking to understand the full customer journey.

Factor in incrementality

CTV/OTT metrics let you dive into the details to understand which tactics moved the needle with the right people in the right way. Factoring in incrementality lets you see the real picture by taking all attributed conversions and filtering out ones that the campaign didn’t directly drive.

Match strategy to sales insights

Good B2B marketers know how to recognize buy signals—those actions and behaviors that indicate a prospect is ready to buy. Being able to recognize those “telling” signals and match them to the strategy—optimizing creative, targeting, and placement to drive those signals—is a key advantage in CTV/OTT advertising when it’s done right.

Use actionable CRM data to segment and target

The beauty of CTV is that it enables real-time optimization of ad buys in comparison with Linear, which means you are able to move your budget toward the publishers, creatives, dayparts, audiences, and geographies that are working to drive the most action to fully maximize your spend.

Use real-time feedback to target in real time

When you combine multi-touch attribution with real-time performance metrics, it creates a powerful platform to fully optimize targeting and content delivery.

Work with a trusted partner to achieve success 

While it may be relatively new to some marketers, multi-touch attribution must become a top priority, as it allows you to not only identify the specific touchpoints throughout the consumer journey that triggered the desired action, but also leverage valuable performance insights to optimize future campaigns. With the Flip OTT performance platform, Digital Remedy is making it accessible and simple for brands and marketers at all levels to win in the OTT/CTV space. To learn how you can leverage alternative attribution methodologies within our award-winning CTV platform, visit www.digitalremedy.com/flip.

Check out TJ’s full insights on MarketingProfs and be sure to follow Digital Remedy on LinkedIn and Twitter for the latest updates.