What Franchise and Multi-Location Brands needs to know about measuring Connected TV advertising and closing the attribution loop.

Premium content is king. A forecasted 230 million people in the US will be using Connected TV (CTV) this year, yet franchise brands and multi-location businesses lag behind other marketers when it comes to CTV advertising. Netsertive’s VP of Marketing Erin Martin and Walker Linares from The Trade Desk recently co-hosted a CTV Advertising Measurement Webinar, to help Franchise Brands and Multi-Location Businesses get in the CTV game, with insights into how to implement and properly measure CTV advertising to improve their marketing mix. 

Read the recap of the webinar highlights below to learn more about:

  • Location-based targeting capabilities
  • What KPIs to measure and how in-store tracking and attribution works
  • How to think about budget and performance expectations

Erin: Can you share some of the advanced targeting capabilities that multi-location marketers should be aware of as it relates to location-based targeting? 

Walker: With digital and Connected TV advertising especially, you can target and refine the audience you want to reach in a ton of different ways. You can target a single household, obviously age, gender, if people have visited your website, or signed up for your email. There are all kinds of hybrids of capabilities, including interest-based targeting, retargeting previous purchasers and more.

With all of these targeting capabilities, where it gets really interesting, is that you can get incredibly precise. You can get down to the usual zip code level and even a step deeper. You can target people who have visited certain locations once or a certain number of times, or reach those people within a certain radius of my storefront or service area. You can reach them again when they're actually closer, maybe on a different device. 

Another type of targeting is competitor conquesting, which is when you target people who have visited a competitor's location. 

And the last piece is price, meaning that you can control how much you’re willing to pay based on the type of targeting or audience you want to reach. So I'll probably pay a little more for somebody who's very close or you could use lookalike modeling to find other people that share similar profiles to the avatar you are trying to target. Or you can open up your geo, but set a very strict price you're willing to pay.

The above are ways that you can start to think about targeting differently, and then start to strategize on how to combine them. You can use all of these different tactics together, independently test them; the permutations are basically limitless.

Erin: What do marketers and multi-location marketers need to pay attention to as it relates to digital and CTV advertising measurement? 

Walker: There’s a lot of different ways you could answer: did this work? And it’s good there's a lot of ways that you can define and measure success from upper funnel all the way to lower funnel, based on what you as a marketer are looking to achieve. It could be, I want to reach all the households in this area close to my business, or did they make a purchase or download a coupon? This is kind of another one of those, choose your own adventure type of things.

What's key here is to understand what you determine as value that you want from the campaign and also understand that there’s a ton of digital touch points that are playing a role in that final conversion or action that you’re defining as valuable to your business. 

As consumers, we watch television, see ads, and we don't just see an ad and then immediately always pick up the phone and do the purchase. Sometimes it takes a little time for that second or third time we were reached, a coupon, or whatever it might be. And it's tying that all together.

There's convincing, there's persuasion, then there's maybe a call to action that draws 'em to that final point of purchase. And so it's looking at all of it and understanding that bigger picture. And that's what I think the change has been now is you can look at more of what is my holistic media strategy and get a little bit smarter about tying all the various pieces together from that big screen to, hey, they're now within a hundred yards of my store, or they made an in-store or online purchase. 

Erin: How can franchise and multi-location marketers measure online to offline conversions? How does that work?

Walker:  The simplest example that I'll just give before I really dive in in this: I watch an ad on my TV and then I go on the website and I do an action that matters, whether it's sign up or buy, going to a store or maybe your phone or your computer to do that kind of purchase or again, a thing that counts towards attribution. But that's really where it gets interesting because again usually it's not just, oh, I saw this ad and I'm gonna immediately do something about it.

It looks a little bit more like this; I started on my phone, on Spotify or Pandora, and then I also saw that ad on the big screen on HBO Max; there's many touch points you can track. On the technical side, how it works is that when you look at this ecosystem of digital, you have a bunch of devices you're consuming on. You have a tv, a phone, a laptop.

There's a bunch of different IDs associated with that and so essentially it's almost that simple. You're able to tie together things like a cell phone or a laptop and those identifying IDs associated with it back to the bigger household. This is a laptop that is in this household regularly and differentiating between something like a coffee shop or an office and a home. 

And so you're able to say, I know that this device is a part of this household and therefore somebody saw something on this screen and then performed an action on this screen that is tied together and it's piecing it together. I think attribution was last touch in so many ways, which is not how we work as consumers, that's not how we operate.And so this helps tie it together. 

Ten years ago TV advertising was more about individuals, but today TV and Connected TV advertising is different, it’s about households. Usually there's multiple people within a household and that's how measurement is broken down, where you have this larger household identifier. How many households did I reach? Then how many unique people, then how many devices. It's to the household, to the individual, and then the devices and all of those devices have device IDs and IP addresses, timestamps, LAT LONG, and all these different signals allow us to tie them all together.

And when you look at this household graph, there's tons of things feeding into it and data being licensed to feed the beast, including your internet connection that has an IP address and every device is connected to it, is there.

That's a very simple way of thinking about a much more complicated solution. 

How does Netsertive’s Localized CTV and video advertising work?

Localized CTV ads with Netsertive provides a way for marketers of multi-location businesses to deploy a brand awareness campaign, but target specific zip codes and dynamically insert location information for the closest dealer, retailer, or franchisee. This way, viewers see a brand compliant ad-spot yet are provided with a local call-to-action, driving more immediate demand.

Example of a Localized Connected TV Advertisement from Netsertive
Brand video with localized overlay

CTV has advanced targeting capabilities for digital advertising but with the feel of a traditional television ad. Netsertive’s Connected TV (CTV) ads combine our proprietary localization technology and CTV advertising to give location-based businesses a leg up on the competition. You can connect CTV ads viewers to other digital channels, website visitors, appoints and sales. You can also run customized, local digital advertising campaigns while keeping central control. Measure the impact of your media on business outcomes and tap into the largest premium CTV inventory marketplace. 

To learn more about CTV measurement check out our webinar or contact us to learn more.

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