One size doesn’t fit all

Each video-based platform takes a different approach to many concepts which marketers previously didn’t have to think about. While linear measurement was reasonably straightforward, CTV(Connected TV) and social video platforms define a view differently, for example, to say nothing about the different creative requirements. These differences matter.

The creative that works on television also may or may not work on CTV, and results from YouTube, Facebook and Instagram may all vary depending on the industry. Marketers need to make creative specific to the platform on which they are running.

For example, when the branding should first appear in an ad depends on the platform – the audience may watch 15 seconds of a CTV ad, but only five seconds of a YouTube ad or only two seconds of a Facebook ad. Engagement and attention vary markedly by the platform. Third-party partners like VidMob can quickly accommodate platform-appropriate creative changes, modifying the length or size of the content accordingly.

Furthermore, CTV and social video platforms deliver against different KPIs. YouTube typically delivers high engagement, while Facebook and Instagram offer better direct response results. And CTV is best for driving completed views, making it an excellent vehicle if the primary goal is views and awareness.

Marketers need to match the right KPIs to each platform to deliver the best combination of engagement, direct response and brand lift.

While CTV differs from other video ad platforms like YouTube and Facebook, campaigns on CTV shouldn’t be deployed separately from other video campaigns but rather with an eye toward how to adapt to this unique platform. The marketers that will be most successful will be those who test CTV in the context of what’s working on other video-based platforms and iterate and adapt accordingly.