The measurement of outcomes in the connected TV (CTV) space is rapidly evolving, presenting new opportunities and challenges for advertisers. The key to effective measurement lies in aligning strategies with campaign objectives rather than adhering to traditional channel-based assessments, Parvati Vaish, senior vice president of consulting, CSA, at Havas Media Network, said in this interview with Lisa Granatstein, editorial director of Beet.TV.
“At Havas Media, our perspective on measurement is always to make sure that we are tying back to the goals of the campaign, regardless of how you would traditionally think of a channel,” Vaish said. “While CTV is often perceived as an upper-funnel placement, it can also drive more action-oriented results when strategically leveraged.”
Balancing brand metrics
Havas Media’s approach emphasizes balancing brand metrics with incrementality measurement, ensuring that the right partners are in place to track various performance indicators. These include brand lift studies, foot traffic conversion, and script lift analysis.
“Our strategy with measurement is really about helping our clients understand how their investment is paying off against their strategies,” Vaish said. “We are stewards of our clients’ money and focus on both efficiency and efficacy.”
Reaching cultural communities
One key trend in programmatic CTV is the shift toward community-based marketing.
“You can’t just take a ‘geo’ or a DMA and assume everyone within that area behaves the same way. There are microcultures within these regions,” Vaish said.
Smart bidding and hyper-targeted audiences allow advertisers to engage more effectively with distinct cultural communities rather than relying solely on broad mass reach strategies.
Another critical area of focus is cross-screen measurement, particularly as video content expands into social platforms and other formats.
“What’s going to be particularly interesting is understanding the value of second-screen behaviors and how they complement large-format video like CTV,” Vaish said. “We need to think beyond reach and frequency to assess the incremental impact each additional screen has on conversions.”
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