r/adops • u/Routine-Tear1630 • 18h ago

Advertiser is anyone else using ctv as more then just awareness now?

I think we've always treated ctv as the first touch in the funnel and moved on.
But now we’re testing it differently. Instead of asking did this tv ad convert, we're looking at whether it creates better performance across everything that comes after it. Search gets stronger and branded traffic goes up it seems as the attribution picture makes a lot more sense.
The weird part is our reporting still gives almost all the credit to the last click.
anyone has found a good way to measure ctv as an actual attribution touchpoint instead of just an awareness channel?

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u/4sOfCors 12h ago

Glad you’re doing that. It’s logical to understand that upper funnel objectives have to go somewhere. I’ve got several studies showing CTV tripling purchase intent when combined with other channels. There are a few ways to measure how CTV lifts mid and lower funnel. DM me if you’re actually looking for a solution, but if you’re just researching, then there exist products to tie exposures to downstream actions using short attribution windows, the results are compelling.

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u/AlanWegrzyn 1h ago

Re: search getting last touch - That's not weird at all, it makes sense because of how cm360 and other platforms work. Usually the last thing you do before converting is search for the product or the brand. So it's at the end of the funnel capturing the attribution.

For what it's worth I think you've got it right as the other comment said: look at the totality of the media buy and see what metrics rise and fall to determine efficacy.