Amid steady growth in Connected TV
advertising, Adjust empowers marketers to analyze the 'assisting
power' of CTV
SAN
FRANCISCO, May 11, 2022 /PRNewswire/ -- Adjust today
introduced CTV AdVision — the industry's first comprehensive
connected TV measurement solution — as the mobile marketing
analytics platform reports upward-trending growth in both mobile
and CTV app installs from CTV advertising campaigns. In April, CTV
ad to mobile app installs tracked by Adjust exploded by 184%
globally compared to Dec. 2021, while
CTV app installs boomed 150% last month over February.
What sets CTV AdVision apart is that it
offers brands the ability to analyze the assisting power of CTV on
performance.
Ad spending on CTV is projected to surpass $21 billion this year, according to a new
Interactive Advertising Bureau (IAB) report1.
But even as marketers increasingly leverage this growing channel as
part of their overall marketing strategy, many grapple with
measurement challenges, including fragmentation, complexity and
expense, that are preventing them from taking advantage of CTV
advertising to reach a massive, engaged viewership. In fact, the
same IAB survey shows just 18% of total ad spend on video
(encompassing CTV, social, short-form video and traditional linear
TV), is currently allocated to CTV.
"Marketers have struggled to turn CTV into a performance channel
because, until now, they didn't have the data to do so," said
Gijsbert Pols, Ph.D., Director of Connected TV & New Channels
at Adjust. "What sets CTV AdVision apart is that it offers brands
of all sizes the ability to analyze the assisting power of CTV on
performance and reveals the extent to which CTV is helping other
channels to convert and improve ROI."
Offering app marketers more CTV visibility than ever
before
CTV AdVision combines Adjust's current market-leading connected
TV measurement offerings — CTV to Mobile and CTV to CTV — with
a dedicated CTV dashboard in Datascape. On one screen, marketers
can clearly see how their CTV campaigns are performing overall, as
well as the impact of CTV campaigns on their apps with metrics and
KPIs, such as installs, revenue and ROI. Additionally, in the
Datascape Overview dashboard and report building tool, marketing
decision-makers can gain a holistic view of their user acquisition
and retention strategies to see CTV performance in the context of
other channels.
Among its core capabilities, Adjust's CTV AdVision empowers
marketers to:
- Measure CTV campaign influence on mobile apps.
- Analyze the assisting value of CTV campaigns on other
campaigns, such as search and social, including the presence of CTV
in customer journeys.
- Measure the impact of advertising campaigns for apps
functioning on CTV devices.
- Create and track QR codes optimized for CTV in the
dashboard.
- Customize the attribution logic to fit the specific needs of
the CTV ecosystem.
"As CTV becomes a more prominent channel in advertising, we know
marketers need to be able to prove ROI on their CTV campaigns,"
said Katie Madding, Chief Product
Officer at Adjust. "We built CTV AdVision to empower marketers and
advertisers with a unified attribution method, with reliable data
and visualizations on CTV performance, that allows for consistent
and independent measurement."
Additionally, marketers benefit from Adjust's partner
integrations with the biggest players in the CTV ecosystem, from
platform providers like Samsung to intermediaries, such as The
Trade Desk and tvScientific. Clients from a wide range of app
verticals already using CTV AdVision, including Plarium and
PeopleFun, have noted the challenges or impediments it has helped
them overcome to advertise on CTV.
"With Adjust's CTV AdVision, we've been able to achieve
heightened visibility into the performance of our CTV efforts to
optimize our campaigns," noted Shlomi
Laufer, Team Lead at Plarium. "Previously, we had to make
choices for our CTV marketing without the data to support or guide
our decisions. With CTV AdVision, we're able to easily and
confidently purchase CTV ads."
"By using Adjust's CTV AdVision, our growth team can view
PeopleFun's connected TV marketing strategy within the context of
its greater digital marketing efforts," commented Carol Miu, CEO of PeopleFun. "We can now rely on
one measurement solution, Adjust, when we promote our hit puzzle
game Wordscapes on CTV. Before, we had to synthesize different
measurement solutions from each CTV provider."
Learn more about Adjust CTV AdVision here.
About Adjust
Adjust is the mobile marketing analytics platform trusted
by growth-driven marketers around the world, with solutions for
measuring and optimizing campaigns and protecting user data. Adjust
powers thousands of apps with built-in intelligence and automation,
backed by responsive global customer support.
In 2021, Adjust was acquired by AppLovin (Nasdaq: APP), a
leading marketing platform providing developers with a powerful,
integrated set of solutions to grow their mobile apps. Learn more
about Adjust at www.adjust.com.
Contact info
Joshua
Grandy
Director, Global Communications
pr@adjust.com
1 IAB 2021 Video Ad Spend & 2022
Outlook
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SOURCE Adjust