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22 May 2024
Marketing | 2 min read

[Webinar Recap] How CTV Boosts Performance Throughout the Funnel (And How to Measure it with MMM)

Rockerbox - Maggie Tharp Written by Maggie Tharp
on May 22, 2024


CTV advertising is growing rapidly. For advertisers, CTV offers a chance to reach a huge audience of potential customers and influence buyers from the top to the bottom of the funnel. We discussed how best to leverage and measure CTV in a webinar titled "How CTV Boosts Performance Throughout the Funnel (And How to Measure it with MMM),"  on May 21, featuring industry experts from Rockerbox, Playbook Media, and tvScientific.

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Understanding CTV's Full-Funnel Potential

CTV advertising isn't confined to just one stage of the marketing funnel. It's a versatile tool that can drive results across the entire customer journey. While linear TV has traditionally been associated with the top-of-funnel, CTV's capabilities extend further, influencing consideration, and conversion stages. By tapping into CTV's full-funnel potential, marketers can create cohesive campaigns that resonate with audiences at every touchpoint.

Harnessing the Power of Cross-Channel Campaigns

Another topic we discussed in the webinar was the effectiveness of integrating CTV with other marketing channels. We already know that omnichannel campaigns produce a much higher purchase rate than campaigns leveraging one channel (287% higher!) so we discussed how you can combine CTV with other channels to create a seamless brand experience for consumers and ultimately lead to higher engagement and conversions.

The Role of Marketing Mix Modeling (MMM)

Measuring the impact of CTV advertising requires robust analytics and measurement tools. Enter Marketing Mix Modeling (MMM), a powerful technique for measuring the correlation between ad spend, marketing investment, and metrics like conversions and revenue. By incorporating MMM into their measurement strategy, marketers gain deeper insights into CTV's contribution to revenue generation and ROI.

Register to Level Up Your CTV Strategy

As consumer behavior continues to evolve in the digital age, marketers must adapt and innovate to stay ahead of the curve. CTV advertising presents a unique opportunity to reach audiences in a highly targeted and engaging manner. By embracing a full-funnel approach and leveraging advanced measurement techniques like MMM, marketers can optimize their CTV campaigns for maximum impact and drive meaningful business results.

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