CTV Attribution
Explore new channels and measure unique audiences with a performance-driven approach to CTV and OTT acquisition. Unlock the value and power of TV in your omnichannel marketing.
Tap into streaming to maximize user growth and measure ROI
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Connect the dots of connected TV
Solutions for smarter scale, exploration, and expansion
Access new audiences with top CTV and OTT partners
Quickly measure the effectiveness of CTV and OTT strategies. Singular allows you to test the latest platforms and brands with unique audiences and content.
Drive more value by tracking users across platforms and devices
Diversify your marketing strategy and measure the impacts of new platforms and user journeys.
Singular’s cross-device and platform attribution empowers you to discover and engage new audiences.
Give CTV credit within your attribution reporting
Prioritize CTV signals with customizable attribution windows and touchpoint settings for effective attribution decisions. CTV impressions won’t get lost amongst traditional network clicks.
Optimize your campaigns with custom ROI visualizations
Analyze granular ROI reports that capture CTV and OOT activities. With Singular you can build custom visualizations for quick performance insights and smarter optimizations.
Unlock internal insights with automated data access
Send CTV and OTT campaign and attribution data to the destination of your choice with a few clicks of a button. Singular’s plug-and-play ETL gives you unparalleled data access without all the effort.
CTV FAQ
Also referred to as CTV marketing, connected TV advertising is a type of advertising that targets consumers through their internet-connected or smart TV set. This can also include advertising through internet-connected gaming consoles, streaming devices, and other smart TV platforms.
Connected TV is becoming an umbrella term for multiple related but not identical forms of content delivery:
- Connected TV
- Streaming media
- Over-the-top (OTT)
- Smart TV
Similar to other forms of digital advertising, CTV advertising can target specific audiences based on their demographics, interests, and past viewing habits. Unlike many social media channels, CTV advertising enables marketers to reach an engaged audience that stays on the platform for longer periods of time compared to other devices. CTV has almost 100% view completion rates.
Marketers use CTV advertising to reach specific audiences through targeted programmatic ads. Specifically, marketers use programmatic connected TV ads to automatically place ads based on the viewers demographics, interests and other targeting options. Marketers can also use CTV ads to target specific geographic areas with relevant local offers.
In addition, CTV advertising is used for video-on-demand (VOD) advertising, in which advertisers place ads within streaming content. Since there are so many smart TV sets in the market today, many brands use this channel for larger brand awareness campaigns.
Regardless of which targeting or content type is used, since CTV ads are seen on internet-connected devices, this means there is a high level of measurement and data available to analyze and optimize CTV marketing campaigns. In order to maximize the performance of CTV advertising campaigns, marketers use marketing analytics and attribution providers like Singular.
Singular supports CTV to mobile app attribution, meaning measuring the performance of ads that promote mobile apps that are served on streaming content on a Smart TV.
Additionally, Singular can also measure mobile app installs that result from mobile apps ads on OTT (over-the-top television – TV content served over the internet).
Attribution relies on devices in the same household commonly using the same IP address. Ad views are measured on the television and are connected to mobile app installs that use the same IP address.
- CTV touchpoints are probabilistic impressions, placing them in the lowest priority in the attribution waterfall.
Marketers can choose to prioritize CTV touchpoints with the same weight as the highest priority touchpoints (deterministic clicks).
As with all of Singular’s attribution solutions, Singular also collects upper-funnel data sets from CTV partners like cost and creative to provide ROI and granular insights for key KPIs.
Hone in on the platforms, devices, and channels that work for your omnichannel strategy