To help decode CTV measurement and uncover the truth behind common CTV myths, the ANA and Innovid conducted an unprecedented study across 20 leading U.S. advertisers, including Anheuser-Busch, General Motors, and Southwest. We sought to understand whether CTV could be a significant driver of reach, whether fragmentation led to issues with duplication, and whether excessive frequency was a prevalent issue. We also took on the Herculean task of estimating the true ROI of CTV.
Download Decoding CTV Measurement: An In-depth Look at Reach, Frequency, and ROI for insights, best practices, and a new set of KPIs to guide your CTV measurement strategy.
- Across our study, the average campaign reached only 13% of the available U.S. CTV households, indicating that we’re only scratching the surface of unique reach.
- Average frequency was just 4.6 across all campaigns. While high levels of frequency can exist in pockets, frequency is not universally high in CTV.
- The average eCPM of the campaigns in our study was $23, which sits between the average CPM for U.S. primetime TV ads for broadcast and cable ($36 and $19, respectively, according to eMarketer).
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