Advertising 5 Min Read

Top or Bottom Funnel: Prioritize Measurable Performance This Holiday Season

Written by Tim Edmundson

We’ve laid out why this holiday season is going to be the biggest one for ecommerce in history. We’ve also shown you why Connected TV (CTV) is the biggest opportunity for reaching shoppers in Q4. And, best of all, we’ve launched the 2020 SteelHouse Holiday Marketing Guide for a comprehensive breakdown of strategies and insights that will help you have a very merry holiday season.  

So now that you’re armed with that knowledge…what now? It’s time to start planning and prepping your campaigns, and you need to make SteelHouse Performance TV a lynchpin of your ad strategy this holiday season. It’s designed specifically to optimize toward performance goals; so whether you’re focusing on the top of your funnel with site visits, or trying to drive conversions at the bottom—it’s built to optimize your campaigns to drive the best results possible based on your goal. And, it delivers industry-leading measurement across every device in the household that’s not only available in a fully customizable reporting suit, it’s also trackable in Google Analytics.

2020 Connected TV Advertising Performance Has Been Stellar

2020 has been a banner year for streaming television, with viewing numbers at record levels.  The same success applies for advertisers running CTV campaigns on Performance TV. We crunched the numbers across every Performance TV campaign launched in 2020, and the results have been impressive. Here are our campaign benchmarks YTD:

  • ROAS | 4.36X
  • Site Visit Rate | 1.87%
  • Cost Per Completed View | $0.04
  • Cost Per Site Visit | $4.60

While ultimately campaign performance will be determined by a number of factors including your industry, goals, and budget, to see these averages play out across all advertisers is a testament to how effective Performance TV can be. 

It’s not only its ability to drive key metrics that makes Performance TV valuable, it’s the measurement capabilities it has as well. An ad campaign could be absolutely crushing it, but if you don’t have the ability to measure it then you would never know. And especially with CTV advertising, you need measurement that tracks cross-device.

That’s why Performance TV uses Cross-Device Verified Visits, 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. And as mentioned before, it’s integrated with Google Analytics so you can track your CTV campaigns alongside the rest of your performance channels. 

How to Get the Most from Performance TV

Our Holiday Marketing Guide gives some in-depth guidance for how to make the most of Connected TV advertising with Performance TV. That said, if you’re looking for a few quick tips before diving into the guide, we’ve got you covered. 

Be Direct | Performance TV effectively transforms CTV into a direct-response performance channel, so lean into that. Whether its a prospecting or retargeting campaign, be sure to include a prominent CTA both visually and audibly, so your audience knows exactly what they should do. 

Start Prospecting Early | Launch your prospecting campaigns in September to start driving site traffic and raising brand awareness. Shoppers tend to seek out brands they already know when it’s time for the major shopping events like Black Friday and Cyber Monday. Also, this will ensure your site visitor audience pools are well stocked for your retargeting campaigns.

Launch Multiple Campaigns | There are different kinds of shoppers, which means you’ll need messaging and creative tailor-made to connect with them. Launch multiple campaigns with different audiences in mind; for example you can target gift buyers with one and those self-shopping with another. 

Ramp Retargeting Budget | Launch retargeting campaigns in the run-up to Thanksgiving and Black Friday. This will let you tap into the audience pool you’ve created with your prospecting campaigns, create a sense of urgency, and remind them of your offering for when they’re ready to convert. 

Make This a Very Merry Holiday Season

There’s an enormous opportunity this holiday season with Connected TV advertising. Hopefully by now we’ve equipped you with everything you need to know to make the most of it. Be sure to check out our Holiday Guide for a complete in-depth analysis of this year’s holiday ad campaign season, and what you can do to drive performance.