Strategus just launched a product that measures the impact that programmatic connected TV advertising campaigns have on search and social activity for brands.
This latest attribution tool, Search and Social Impact Attribution, matches paid search and social ad clicks with people exposed to one or more CTV ads, which allows advertising to observe a direct connection as consumers move along the path to conversion.
“Today’s performance marketing campaigns shouldn’t be tracked or analyzed in silos,” said Joel Cox, co-founder and senior VP of strategy and innovation at Strategus.
“Instead, advertisers must be able to understand the impact of each individual action within the context of the entire campaign. As marketers increasingly rely on CTV as a key component of their marketing campaigns, our new performance solution for search and social attribution allows them to track the impact of each CTV advertisement, providing new levels of clarity into brand lift and campaign efficacy.”
Strategus has conducted research that found that a combination of programmatic CTV campaigns and search and social ads deliver higher rates of conversion. In one campaign, consumers who were served a CTV ad from Strategus in concert with a Google search ad were more than 100% more likely to convert into customers.
“As a performance marketer, understanding brand awareness impact on sales is important but also challenging,” said Pat Patterson, senior marketing manager at Meetup, a Strategus client. “Search and Social Impact Attribution gave us more insight into the customer journey, which aided this analysis and gave us validation that higher funnel activities aided our sales acquisition channels.”
To read more, click here.
About Strategus
Strategus ran one of the first-ever programmatic CTV campaigns in 2015. And we continue to push the industry forward with CTV expertise and experience.
Our partners gain an experienced programmatic advertising provider to deliver ads across CTVs and other streaming devices.
As an innovation leader, Strategus offers a full suite of managed services including targeting, measurement, and optimization.
In addition, Strategus has been recognized on the Inc. 5000 list, as one of the fastest-growing companies in the US for five consecutive years.
Get in touch with our team today to learn more about our latest reporting dashboard, first-party integration, or cross-device delivery.
.svg){kind=small}
Andy Dixon
