SANTA MONICA, Calif. — As advertisers seek to drive results across various platforms, connected TV is emerging as a key opportunity for performance media.
While traditional TV advertising has focused on reach and frequency metrics, Matt McDonald, Global Head of Connected TV & Streaming at Google said advertisers are increasingly looking for ways to understand how their campaigns drive awareness, consideration and action.
In this video interview with Beet.TV, McDonald discussed how Google is working to make it easier for brands to measure and attribute conversions across devices.
Enhancing Cross-Device Measurement
“Advertisers have the ability through their regular cross-device campaigns to include CTV inventory and measure the actions and shoppable events on the big screen,” said McDonald. “And I think that’s a big opportunity.”
Google has been investing in ways to allow consumers to engage and connect with ads on the big screen, whether through QR codes or a functionality called “send to phone.” The company is also working to enhance the ways brands can measure conversion events, whether they happen directly on the TV screen or later on another device.
“Core to successful performance media is measurement, but that can also be really challenging because … sometimes, a consumer will take an action immediately. But quite frankly, the majority of the time, they take an action later on, often on another device,” McDonald said.
To address this challenge, Google has been focusing on enhancing its first-party tools and working with partners to increase the ways advertisers can get visibility into cross-device measurement. The company is also working with advertisers to set up learning agendas and market-based tests to measure incrementality and attribution.
“We think by setting up the right degree of testing, it gives you the best ability to understand how media is working for you,” McDonald said. “And so we’ve been really focused on doing that on a first-party basis and a third-party basis.”
Creating Vertical-Specific Solutions
Looking ahead, McDonald said he’s excited about creating more vertical-specific solutions for different advertiser groups. For example, Google has been working on ways to help media and entertainment partners measure app installs on connected TV, particularly through its Google TV operating system.
The company is also exploring opportunities in the shopping space, with new ad formats that can enable shoppable TV experiences. Additionally, Google is looking at ways to measure mid-funnel conversion events, such as adding an item to a cart or capturing an email or phone number, which could be applicable to verticals like insurance, pharmaceuticals and financial services.
“We believe that, the more that we can make your media measurable, the better that we can help you leverage every dollar the best they can,” McDonald said.
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