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  1. Retargeting
  2. How Connected TV Works
  3. Ad Builder
  4. Analytics & Reporting

How to Measure Connected TV Performance

SteelHouse Connected TV advertising brings the accuracy of digital reporting to television. Get a clear look at metrics that measure your campaign’s performance, no guesswork needed. TV has gone digital — it’s time to start acting like it.

How to Measure Connected TV Ad Performance

Television Ads Meet Digital Precision

If you ever wanted to know how many site visits your TV ads have generated, you can now.

SteelHouse provides detailed reporting that breaks performance down into the metrics that matter most.

Site & Page Visits

Track viewers who visit your site.

Performance by Device

Pinpoint devices driving strong results.

1st Time Site Visitors

Identify users who are new to your brand.

Performance by Geo

Locate regions making an impact.

Performance by Creative

Know how individual ads perform.

Performance by Publisher/TV

Learn which publishers perform best.

Fully Integrated Into Google Analytics

SteelHouse Performance TV allows you to measure and verify your Connected TV campaign performance alongside the rest of your performance channels in Google Analytics.

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Measure CTV Ad Performance Across the Entire Household

Cross-Device Verified Visits is our proprietary technology that measures any user visits to your site following the guaranteed in-view display of your ads, in a window of time defined by you. That means you'll know when someone sees your ad to completion, and what device they use to convert.

  1. 1

    User completes an ad (considered viewable by IAB standards) on a household device

  2. 2

    User visits advertiser site on any household device within Verified Visit window

  3. 3

    User converts within conversion window


Customer Success: Tulalip

This Seattle-based resort and casino came to SteelHouse with the goal of expanding their reach and driving awareness among a key audience.


Tulalip Resort Casino was searching for a way to reach a key, local audience. Seeking to connect with 35+ year old casino enthusiasts with a penchant for luxury hotels and in the market to travel, they turned to Connected TV advertising to leverage precise targeting to find their desired audience.

They saw a measurable impact on site traffic thanks to their Connected TV campaign, driving an impressive 1.4% site visit rate, with an average cost-per-visit of only $10.91. These numbers are notable for two major reasons; the visit rate exceeds the typical rate for display campaigns, and site traffic was trackable, documented, and measured.

This campaign’s performance blew us away, driving a site visit rate higher than what we see with display. Being able to combine TV advertising with the precision of digital is a huge advantage, and it’s exciting to know we can run an ad on TV and measure its actual performance. Thank you SteelHouse!

- Patrick Amsbry, Flying A Media

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Advertising with SteelHouse Performance TV allows brands and agencies to reach their ideal audience with CTV advertising content streamed over smart TVs and over-the-top (OTT) devices. Performance TV ads are shown during premium, ad-supported shows provided by well-known networks. You can also reach viewers of your CTV ads when they’re on their computers and mobile devices using SteelHouse Audience Extension. Request a demo to learn more about advertising using SteelHouse Performance TV.

Unlike traditional TV advertising, advertising with SteelHouse Performance TV is a true performance marketing channel for the following reasons:

  • You can target your ideal audience using audience segments from the Oracle Data Cloud, as well as retarget site visitors on premium networks and devices to advertise on CTV.
  • You can track your TV ad performance on both the SteelHouse platform and Google Analytics – a feature exclusive to Performance TV. Metrics include impressions, visit rate, revenue, ROAS, and many more. There’s no more guesswork when it comes to TV ad attribution, because SteelHouse Performance TV acts like any other digital performance channel. You can treat it exactly like you would paid search, social, or display. This is what makes your ads on CTV act as a true performance marketing channel.

Request a demo today to learn more about SteelHouse Performance TV.

SteelHouse offers Connected TV inventory on thousands of high-quality, brand-safe Connected TV networks and apps. Advertise to your hand-selected audience on networks such as the Food Network, CNN, ESPN and much much more. SteelHouse Performance TV ads are streamed on devices such as smart TVs, Apple TV, Fire TV Stick, Roku, Chromecast, mobile devices, and Android TV. Request a demo today to learn more about SteelHouse Performance TV.

With SteelHouse, you can quickly launch your own SteelHouse Performance TV advertising campaigns from a single platform. You can upload your creative, select your audience, set your budget & goal, run your campaign and see the results, all from the SteelHouse platform. Request a demo today to start advertising on CTV.

Good question, there are several differences between SteelHouse Performance TV and paid search advertising. Let us break it down for you.

SteelHouse Performance TV advertising works by allowing you to select your target audience with either 1st or 3rd party audience data while paid search primarily works by selecting keywords that your target audience may be searching for on search engines. Because it may be difficult to select the right keywords that may convert, selecting an audience using buyer intent signals and previous behavior patterns using SteelHouse Performance TV advertising may help compliment your media mix.

Traditionally, paid search visit costs are calculated using a cost per click metric, while a visit from a viewer who saw your SteelHouse Performance TV ad then visits your website is called a “site visit.” Terminology aside, these two metrics are most comparable to each other and SteelHouse Performance TV has been able to deliver a cost per site visit comparable to that of non-branded paid search, roughly within the range of $2 – $12.

Media and Delivery
Paid search is typically displayed as a plain text ad to users who searched using a search term that you are bidding on. The text ad is then served on search engine results above and below other paid and organic listings.

On the other hand, SteelHouse Performance TV advertising brings your messaging to life through the use of your own video creatives. Your TV commercial is unskippable and streamed on premium networks and devices while users are engaged in viewing their favorite shows and movies.

With SteelHouse Performance TV, you are able to report on your advertising similar to paid search reporting. You can see metrics such as impressions, site visit rate, cost, revenue, and ROAS on the network and audience level. All of this data is available in both Google Analytics and on the SteelHouse Advertising Suite. The ability to track the effect and performance of TV commercials is now available with SteelHouse Performance TV.

Request a demo today to learn about your new performance marketing channel, SteelHouse Performance TV.

Yes, you can. This is one of the major benefits of advertising with SteelHouse Performance TV, ease of use and portability of your existing creatives. Request a demo today to learn more about launching SteelHouse Performance TV campaigns.

There are two terms that refer to the same thing: OTT and Connected TV. OTT is an older term and stands for Over The Top, meaning content doesn’t require a cable subscription, but rather goes “over the top” of a cable box and streams directly. Connected TV acts the same, thus they are different terms for the same thing. Learn more about our OTT advertising here.

Yes, SteelHouse has curated the most frequently asked questions regarding Connected TV advertising technology. Get the CTV Terminology Cheat Sheet here.