Advertising 5 Min Read

SteelHouse + Quora Digest

Written by Melissa Yap

With the rise of Connected TV advertising, marketers need to learn a lot about the fastest growing ad channel—and quickly. That’s why we’ve compiled the top questions and answers from Quora, where experts address complex questions, into a digest for a quick breakdown on what marketers need to know most. See what marketers are asking, and what the experts have to say.

Top Quora Q&As

Q. How do advertisers measure the performance of radio or TV commercials?

A. Marketing measurements can be notoriously hard, and is not an exact science. For example, radio commercials often ask listeners to visit a specific URL so they can track the impact of the ad, or use a promo code from the ad itself – but this doesn’t capture the campaign’s total impact. Why advertise on radio when you get the relevancy, reliability and prestige associated with advertising on television? We’re the connoisseurs of Connected TV (otherwise known as OTT, AVOD, SVOD), and contrary to belief – performance can be measured on television. 

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Q. How do you do Connected TV advertising?

A. If you’re new to the world of Connected TV advertising, welcome! If you need a bit of a refresher, we’re here to help, too. This very question is addressed on one of our main site pages here – or if you’re looking to drill deep into the details, we also wrote a comprehensive guide. Advertising on Connected TV is as straightforward as advertising on any other digital channel. Everything from setting up your creative, establishing your campaign parameters, launching your advertising campaign to market and measuring its impact, can all be accomplished with Connected TV. It’s similar in many ways but superior in others.

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Q. What are the core concepts of video advertising?

A. The core concepts of video advertising have generally stayed the same, while other channels have continued to innovate, such as Connected TV. SteelHouse is a mover and shaker in digital advertising, and a few years back we added Connected TV to our wheelhouse, after both seeing a rise in streaming TV platforms and consumer behavior swaying in that direction. Connected TV tends to be mistaken for video advertising, but offers a more efficient solution for marketers who want to achieve both branding and performance goals.

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Q. How do I track OTT and viewership data as an advertiser or do I have to depend on the data provided by the publisher?

A. OTT, or Connected TV (CTV), as we like to call it, can be easily measured and tracked without having to rely on the publisher. Our partnership with leading data provider, Oracle Data Cloud gives access to over 40,000 third-party audience segments – and serves ads directly to who you want to target. This eliminates a need to access viewership information on a program-level – our platform is audience-first, which means our ads will always find the right audience no matter the TV network. Here are other examples of campaign reporting you can expect to see through our user-interface, versus a standard publisher report.

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Q. Why do OTT platforms present a plethora of untapped potential for advertisers?

A. According to studies done by CMO.com, TV commands a more engaged audience than other channels – results from an eye-tracking survey found that it commanded twice the active viewing of YouTube and 15 times the active viewing of Facebook. Let that one sink right in for a moment. On that same note, we also did an assessment of video advertising and social media, which highlight ongoing challenges with brand safety, brand fraud and accurately tracking the results of such efforts to performance. How does CTV circumvent these and open up possibilities for advertisers, you might ask?

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