CTV advertisers have access to an unprecedented level of full funnel data & measurement, but with so much to measure, the challenge becomes knowing what to prioritise. Next Episode believes that every CTV campaign has to pick a “lane” and choose a singular “North Star” metric to guide strategy and investment, ensuring campaigns focus on what matters most to the brand otherwise the campaign can become muddled or diluted.
For many advertisers, Return on Ad Spend (ROAS) remains a primary goal, but other metrics like brand lift, site traffic, and audience engagement offer additional layers of insight. With CTV’s capabilities, brands can track audience reactions in real-time, using metrics like search volume changes or traffic uplifts following ad exposure. Advanced targeting also enables brands to segment audiences based on their relationship stage with the brand, providing distinct calls to action or messages that align with their journey.
At Next Episode, we guide clients through the metrics that matter most to their business, ensuring campaigns are built with specific goals in mind. By focusing on relevant metrics, brands can leverage CTV as a powerful tool for long-term relationship building and brand loyalty.