Ad-tech company Strategus said it launched a product that measures the impact that programmatic connected-TV advertising campaigns have on search and social activity for brands.
Search and Social Impact Attribution matches paid-search and social-ad clicks with people exposed to one or more CTV ads, Strategus said. That allows advertising to observe a direct connection as consumers move along the path to conversion.
“Today’s performance marketing campaigns shouldn’t be tracked or analyzed in silos,” said Joel Cox, co-founder and senior VP of strategy and innovation at Strategus. “Instead, advertisers must be able to understand the impact of each individual action within the context of the entire campaign. As marketers increasingly rely on CTV as a key component of their marketing campaigns, our new performance solution for search and social attribution allows them to track the impact of each CTV advertisement, providing new levels of clarity into brand lift and campaign efficacy.”
Strategus has conducted research that found that a combination of programmatic CTV campaigns and search and social ads deliver higher rates of conversion. In one campaign, consumers who were served a CTV ad from Strategus in concert with a Google search ad were more than 100% more likely to convert into customers.
“As a performance marketer, understanding brand awareness impact on sales is important but also challenging,” said Pat Patterson, senior marketing manager at Meetup, a Strategus client. “Search and Social Impact Attribution gave us more insight into the customer journey, which aided this analysis and gave us validation that higher funnel activities aided our sales acquisition channels.”
