The Marketer’s Guide

to OTT Television
A Practical Guide to Connected
TV Advertising & Measurement
Introduction

With the rise of cord cutting behavior, connected OTT is the future of big screen advertising,
TV (CTV) recently surpassed mobile in terms of marrying the reach and impact of TV with
total video ad impressions served.1 Although the transparency of digital targeting and
traditional TV still reigns supreme, its market share measurement. This comprehensive guide on
has been declining in lieu of over-the-top (OTT) OTT television will help you understand OTT’s
viewing.2 context within the advanced TV ecosystem, the
value of OTT for digital marketers, and how best
to integrate OTT media buying and measurement
into your marketing strategy.

2
Table of Contents

Chapter 1: Introduction to Advanced TV 4

Chapter 2: OTT & CTV Measurement Deep Dive 9

Chapter 3: Getting Started with AppsFlyer OTT 16

Integration

Chapter 4: OTT Media Buying & Test Strategies 19

Research Sources 26

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Chapter 1 | Introduction to Advanced TV

The advent of OTT has made TV advertising more

Defining Advanced TV
accessible to mobile-first marketers who previously
could not have afforded to fit TV into their performance Terminology
advertising plan. Beyond the clear synergies between Advanced TV terminology can be complicated and
OTT and mobile for app advertising across screens, often inconsistent depending who you ask,3 so let’s take
addressable buying methods have lowered minimum a moment to clarify a few definitions. To begin with,
spend requirements while offering more sophisticated advanced TV is an umbrella term for non-traditional
targeting and measurement options than traditional TV. TV buying. Within advanced TV, the most common
method for buying OTT ads is addressable TV - although
In this chapter, we’ll cover the basics of advanced TV confusingly, you’ll often find DSPs and digital trade
terminology, followed by key trends that position OTT as desks refer to this as programmatic buying in line with
a gold mine for audience reach and engagement. the digital definition of programmatic. Regardless of
who you buy from, asking about their methodology
is key to understanding what you’ll get out of it. Lastly
when considering your OTT/CTV buying strategy, there
are important distinctions to consider in terms of how
TV formats are labeled as well as the type of content
delivered for targeting purposes.

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 Chapter 1

Advanced TV
An umbrella term for all TV formats outside of traditional linear TV buying, including addressable
TV, addressable VOD as well as OTT
TV BUYING

Traditional TV Programmatic TV Addressable TV

Traditional index-based buying (age/ Buying of programs on the household level Automated buying of specific audiences on
gender) of specific TV programs, spots layered with special audience data through linear and connected TV through a software
and dayparts on linear TV newer STBs, in advance of airing program in real-time

Linear TV Over the Top (OTT)

TV provided through a set-top box A device that connects to the
(STB), which uses cable / satellite to internet to facilitate video viewing
deliver live, scheduled programming on TV, desktop, mobile and tablet
TV FORMATS

on traditional TV channels via dedicated OTT apps/sites

channel 7
channel 8 Connected TV Digital TV
A smart TV with internet capabilities or a Online TV content
regular TV that is connected to an OTT device via desktop, mobile
with internet capabilities & tablet devices
(i.e. streaming player)

MVPD VOD
“Multichannel Video Programming Distributor” is a service provider that “Video On Demand” is the opposite of live / scheduled TV, allowing
delivers programming on / from multiple channels, usually via subscription viewers to select and view content at the time of their choosing
T V CONTENT

Physical MVPD vMVPD SVOD AVOD

Telecom MVPDs “Virtual” MVPDs use the “Subscription” VOD “Ad-Supported” VOD
use cable/satellite internet to aggregate live services charge a flat is free to watch, but
to provide linear TV and/or on-demand content subscription fee includes ads

TVE
“TV Everywhere” refers to channels that can be streamed on any device, requiring an authenticated login via Pay TV
(subscription) in order to access the contentt

5 ©AppsFlyer
 Chapter 1

Key Trends to Watch Trend #1

From a volume perspective, it’s true that OTT still CTV is Outpacing Linear TV
represents a small chunk of the U.S. market – about $2B
in advertising compared to $63B for traditional TV in Overall, 80% of U.S. WiFi households have at least one
2018.2 Traditional TV spend has been slowly declining OTT device, of which 47% own a streaming box/stick, 37%
since 2016, making the trajectory for OTT impossible to own a smart TV and 34% are cordless (non-subscribers
ignore.4 There is significant potential for investing in of pay-TV).5 CTV access is growing while set-top box
OTT now, given its strong YoY growth rates in ad spend ownership is declining. In fact, smart TVs represented
(+40%)2 and user behavior (+17% U.S. homes using OTT / almost 9 in 10 TVs sold in the US during Q1.6
+28% total time spent streaming OTT).5

Household Reach Among U.S Wi-Fi Household

April 2017 April 2018

89% 90% 90%

88%

64%
80% of homes have at least one of these OTT devices
59%

47%
40% 37%
30% 28% 31%
25%
23%

7% 8%

Phone Desktop Tablet Streaming Smart TV Gaming DVR/ Internet

(PC/Mac) Box/Stick Console Set-Top Box Blu-ray Player

Source: comScore Connected Home, U.S., April 2018

*DVR/Set-Top Box only include those that are connected to the home router

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Trend #2 OTT Has High Engagement,

as viewership is dominated by the “big 4” OTT apps.
Together, Netflix, YouTube, Amazon Video and HULU
But Limited Attention comprise 75% of total OTT time spent.5

Overall, OTT viewers are a highly engaged audience –

especially on TV, the preferred screen for 75% of OTT
streamers.7 Consequently, OTT app owners often find
that those who watch on CTV are stickier than those who
Percent of OTT Streaming Time Spent
watch only on mobile.

CTV viewers are also more engaged with ads than 10%
Pure-Play
their desktop/mobile counterparts (2x longer ad vMVPD

engagement time + 25% higher completion rate). This Big 4, 3% Music

trend is magnified on OTT over linear TV, as OTT viewers 75% 25% 2% Premium
2% Digital
are more likely to say their second-screen activity is 2% Broadcast

completely or mostly related to the program or ads.7 7% Other

This may have something to do with the ad format of

OTT apps, which are non-skippable (no DVR) and tend to
have fewer commercials with less ad time than linear TV.
Source: comScore Connected Home, U.S., April 2018

The high engagement of OTT/CTV viewers bodes well

for advertisers looking to promote awareness. However,
competition is fierce for most OTT/TVE app owners,

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Trend #3 A Few CTV Players Dominate

Streaming Media Player: Brand Share By Installed Base
Streaming Media Player Owner in U.S Broadband Households
the Market 100% Other

Tivo
75%
Similar to the concentration seen among the big 4 Sony

OTT apps, CTV platform share is dominated by a few 50% Apple

major players. Let’s zoom in on the top two categories – Google

streaming boxes/sticks (36% of OTT devices for TV) and 25%
Amazon
smart TVs (20%).5
0% Roku
Q1/2015 Q1/2016 Q1/2017 Q1/2018

Source: Parks Associates, U.S., Q1 2018

Streaming Boxes/Sticks: Together, Roku and Fire
TV comprise over 60% of the U.S. installed base for
streaming media players.8 Roku has been the dominant Share (%) of Smart TVs by OEM in U.S. Wi-Fi Households
player since OTT’s origins a few years ago, but Amazon
has been quickly catching up and recently announced 7%
3% Samsung
figures that seem to beat Roku for the first time. As 4%
Vizio
CNET reported in January 2019, Fire TV now has over 30 6% 33% LG
million active users, whereas Roku reported 27 million 6% TCL

active users in Q4 2018.9 Sony

12% Sharp

Hisense
Smart TV Brands: Likewise among smart TV brands, 24% Other

two players comprise 57% of the OEM market share with

Samsung leading over VIZIO.5 Source: comScore Connected Home, U.S., April 2018

These trends are important to consider for OTT

advertising, as marketers will want to focus their
attention on the highest reaching players.

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Chapter 2 | OTT & CTV Measurement

For performance advertisers, defining your attribution correlated metrics like awareness, acquisition and sales.
methodology should be the first step to determine your AppsFlyer uses a similar method to attribute mobile
OTT test strategy. That’s why we’re using this chapter to installs to TV ads via time- and location-based signals at
dive deep into the topic of advanced TV measurement no added cost.
with a technical focus on OTT and connected TV (CTV)
attribution.
Enter CTV. While internet connectivity has the potential
to provide a more accurate link between TV ads and
cross-device actions in the same household, the
TV Measurement Overview development of true people-based attribution is still
Advertisers have long accepted the limitations of nascent. AppsFlyer is proud to offer deterministic
traditional TV measurement. Unlike digital channels attribution of OTT app downloads occurring on the same
that rely on tracking URLs, pixels, postbacks and S2S/ platform as the CTV ad, but for now, attribution from
SDK integrations to provide one-to-one, deterministic CTV ads to other devices relies on the same probabilistic
measurement between ad engagements and methodology as traditional TV. Some marketing cloud
conversions, TV attribution relies on probabilistic companies have started to offer “identity graphs” which
attribution. TV advertisers receive standard reporting use household- and user-based signals to provide
on estimated impression delivery by demographic (e.g. advanced cross-device attribution from CTV, but these
18-34 age group) based on TV ratings and Nielsen panel offerings are not yet integrated with any major MMP.
data, but if they want to understand the impact of those
impressions they’ll have to invest in separate research.
This is typically done via incremental lift analyses or
paid brand studies to estimate the likely effect of TV on
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 Chapter 2

Probabilistic Deterministic

Incremental Lift Analysis SDK/S2S Integration

Installs

Time
Baseline Installs Incremental Installs

Conversion Lift Test

A B
23% 37%

Control Variation

Cross-Device Graph 1st Party Data Matching

OTT App OTT

Publisher Advertiser

Campaign Data CRM Data

OTT provider matches campaign exposure data with advertiser’s customer relationship
management (CRM) data - validated by deterministic factors such as login authentication
(in beta)

IP, Device ID, user agent, cookie data, etc. validate multi-device ownership to
connect ad engagement and acquisition data across screens at the user level

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 Chapter 2

Deterministic Measurement: Streaming Boxes & Sticks Smart TV Platforms

S2S/SDK Integration
There are currently two reliable options for holistic
attribution of OTT app downloads occurring on the same
OTT platform as the CTV ad:
OTT Apps Gaming Consoles
1. Direct integration with each platform provider
for data pass-back (a manual and cumbersome
process for those advertising across platforms)
*Android TV includes Nvidia, Philips, Sharp, TCL, Toshiba and Skyworth TV brands.
2. Working with a centralized attribution partner
(e.g. AppsFlyer)

Integration with AppsFlyer allows advertisers to see all Once your OTT app is integrated with the AppsFlyer
their OTT installs in one place, rather than aggregating SDK, it takes just a few clicks to enable paid attribution
separate reports from each OTT platform provider. In for integrated media sources. While optional, server-to-
addition to streamlining the analytics process, AppsFlyer server (S2S) integrations allow you to send AppsFlyer
also provides advanced measurement options. Setup events back to each OTT partner and media source for
unlimited in-app events, configure custom attribution optimization purposes.
windows and seamlessly integrate OTT media sources
to facilitate deeper insights and standardization across
OTT platforms. We currently offer the following server-
to-server (S2S) and software development kit (SDK)
integrations, with more platforms coming soon:

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 Chapter 2

Probabilistic Measurement:
Lift Tests & Device Graphs
Deterministic measurement will always be more
accurate than probabilistic methods, but for some
advertisers it may be worthwhile to invest in additional
analytics that can give them a broader picture of the
impact from CTV campaigns. This is not only helpful for
OTT app owners, but also for mobile app owners who
wish to use CTV advertising to generate awareness.
For the mobile performance advertisers in particular,
running CTV campaigns without any idea of their impact
on product consideration or app installs may seem like a
waste of money.

Luckily, some media partners and marketing analytics

companies are starting to offer solutions that help
answer this plea. There are two main ways to do this:

1. Conversion Lift Test

2. Cross-Device Graph

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 #1 conversion rate between the test and exposed groups
Conversion Lift Test to understand the likely impact of ad exposure. This can
then be used to benchmark eCPIs from CTV to mobile.

Test Control
Unfortunately, these tests come at a hefty price as the
Those who Those who
saw would
advertiser must pay for ads delivered to the control
your ad have seen audience. A similar, potentially cheaper approach to this
Your ad your ad Other ad
problem involves ghost ads. With this method, you only
pay for your own ads. On the backend, the DSP tries to
randomize a select audience exposed to ads other than
your own – essentially replicating the control group.
Ghost ad tests are either offered as added value with a
significant minimum spend (e.g. $200K), or come at a flat
fee that should cost less than the placebo ad approach.

It should be noted that both of these approaches are

Didn’t convert Converted because of this ad Converted regardless of this ad
based on correlation analysis that may be impacted by
selection bias. This may lead to different results between
Conversion lift tests can only be executed by a DSP who
tests, requiring iterative testing to come up with accurate
is running media across multiple devices, and requires
predictive models.
turning off other media to avoid test contamination. Prior
to launch, the DSP divides your target audience into an
exposed group and a control group. The test group sees
your ads, while the control group sees placebo ads. After
the campaign ends, the advertiser analyzes the install

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 Chapter 2

#2 Cross-device graphs are arguably the most

Cross-Device Graph comprehensive approach to date for cross-device
attribution from CTV. The above graphic illustrates
MMP / Media Sources
1 a scenario where the advertiser is using a data
MMP and/or media sources push
raw ad impression + install data to management or marketing cloud platform such as
Data Processor at the Advertiser’s
Ad Impression request Drawbridge, Tru Optik, Samba TV, Data + Math, Adobe
or Oracle to aggregate data. IP is typically the main
connecting metric for this approach, while other metrics
such as device ID, user agent, time and geo are used to
OTT Install validate the accuracy of cross-device graph connections.
The end result is a multi-touch attribution report that
2
Data Processor Data Processor creates cross-device estimates which app installs were driven by media across
graph by matching common
factors between ad impression + devices, i.e. CTV to mobile and vice versa.
install data to additional people-
based data points (e.g. same IP
within defined attribution window,
Device validated by additional patterns
such as user agent, device ID,
The main drawbacks to this approach are cost and
Graph ID geo, cookie, time, and 3rd party accuracy. Involving a custom analytics partner can
household viewership data)
cost upwards of $10K/month. The alternative to this is
finding a DSP or programmatic partner who can offer
3 cross-device attribution as added value (e.g. The Trade
Advertiser Tech Stack Data Processor appends device
graph ID to each impression +
conversion match across household Desk), but each partner has its own approach with its
devices, then pushes device graph
to Advertiser for further analysis
own limitations and minimum spend requirements.
against CRM data Cost aside, cross-device graphs may lend more accurate
results than conversion lift tests, but they still fall short
of deterministic methods. Any associations from cross-
device graphs should be taken with a grain of salt.
*Note: Actual data flow may vary depending on which partners the advertiser is working with, as well
as data permissions (for example, some advertisers may pass CRM data to data processor for additional
validation, prior to receiving device graph)

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 Chapter 2

Looking Forward
Overall, CTV measurement is still extremely fragmented,
not unlike the wild west of mobile attribution a
decade ago. However, the high growth rate of CTV will
naturally lend itself to technical advancement over
time. We will likely see cross-device measurement
become more unified under the ownership of central
attribution providers in the future. Nevertheless, the
synergies between OTT apps and mobile present clear
opportunities for app marketers to start testing OTT
television sooner than later.

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Chapter 3 | Getting Started with AppsFlyer
OT T Integration

Although each OTT platform offers its own 1st party

reporting on a variety of metrics, integration with
AppsFlyer has a number of advantages. In addition to
facilitating aggregated reporting across OTT platforms
with standardized attribution windows, AppsFlyer allows
you to setup unlimited in-app events such as program
searches, program views, and ad completion rates (for
ad-supported TV apps). Currently, 1st party reporting
from OTT providers such as Roku and Fire TV do not
have visibility into in-app events, making integration
with AppsFlyer essential for advanced analysis, audience
segmentation and optimization for user acquisition and
re-engagement.

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 Chapter 3

AppsFlyer currently offers the following platform 1. Develop an OTT app

integrations, the majority of which have both SDK and Depending on the platform, the majority of code may
S2S support: be transferable from Android (i.e. Amazon Fire TV,
Android TV) or iOS (i.e. Apple TV)

OTT Type Platform SDK S2S Notes

In beta; SDK requires

2. Add AppsFlyer SDK into OTT app
Fire TV X X
out of store APK For some platforms, this takes just a few lines of code.
SDK requires out of For others, there are a few additional steps such as
Streaming Box/
Roku X X store APK; S2S requires SDK initialization and in-app events tracking APIs
Stick
Segment integration
(optional).
Apple TV X X N/A

Gaming Console Xbox X X N/A 3. Define in-app events

The more in-app events you set up, the more
Roku X
granularity you’ll have for analysis, targeting and
Samsung X In development
optimization (e.g. free trials, subscriptions, logins, ad
Smart TV LG X views by quartile, program views by quartile, page
Includes Nvidia, Philips, views, searches by program type/name, etc.)
Android TV X Sharp, TCL, Toshiba and
Skyworth TV brands

4. Publish the app on the OTT platform’s app store

Ready to set up your first OTT app with AppsFlyer? The logistics for this step also vary by platform
The links in the table above provide more specific
directions for each platform, but to briefly summarize, 5. Add OTT app into AppsFlyer dashboard
here are the basic steps you’ll need to take: Add your app’s bundle ID to start seeing data in
AppsFlyer

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 Chapter 3

After integrating your Fire TV app with AppsFlyer, there

are also a few best practices to consider for media
optimization:

• Set up view-through attribution for more holistic

measurement of Fire TV advertising; this is required to
gain attribution from video ads and recommended for
clickable formats, preferably with longer view-through
windows to maximize coverage

• Set up revenue tracking if your TV app is ad

monetized to activate LTV and ROI reporting

• Set up server-to-server (S2S) integration to send

postbacks of acquisition and in-app event data from
AppsFlyer to Amazon for real-time optimization of your
Fire TV ad campaigns

For more information, contact your Success Manager or

set up a free consultation with an AppsFlyer expert.

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Chapter 4 | OTT Media Buying & Test Strategies

The emergence of OTT and addressable TV has opened ∙∙ Advanced OTT targeting and measurement
the playing field for TV buying by lowering minimum options should be considered in parallel with digital
spend requirements, increasing targeting options, performance forecasting, planning and optimization
and providing a more seamless path for cross-screen
retargeting.
Although OTT is generally considered an upper funnel
tactic, CTV can also be a powerful driver of cross-screen
However as a medium mixed between traditional and acquisition if used in the right way. In this chapter,
digital realms, it can be unclear where the management we’ll break down the landscape of OTT media buying
of OTT television media should fall within your by describing media source categories, ad formats
organization. On the one hand, OTT is an upper funnel and targeting options. Lastly, we’ll walk you through
tactic and there may be advantages of buying OTT within specific use cases to illustrate how you can apply this
traditional TV packages from a pricing perspective. On knowledge to plan, implement and optimize your own
the other hand, the tactical planning and/or execution of OTT campaigns as an integrated component of lifecycle
OTT may be better suited for digital performance teams marketing.
for a few reasons:

∙∙ OTT can be accessed through the same partners as

digital (i.e. programmatic or publisher direct)

∙∙ Working with a programmatic partner to buy OTT,

desktop and mobile inventory in a package lends lower
CPMs and minimum spends, in addition to facilitating
sequential messaging strategies (i.e. OTT TV → digital)
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OTT Media Sources 1. Programmatic

DSPs and ad networks are often the easiest place to
In general, there are three ways to access OTT inventory start for those new to CTV due to their wide reach
through addressable buying: across platforms, lower minimum spends, cheaper
1. Programmatic cross-screen blended CPMs (i.e. CTV + mobile video),
sophisticated audience segmentation, and advanced
Networks & DSPs
reporting options (e.g. platform/publisher-level
reporting + cross-device graphs). Although 3rd party
data and private marketplace (PMP) deals can offer a
variety of niche targeting options, targeting typically
cannot be guaranteed at the program or platform
level. Programmatic ad formats are limited to non-
clickable video (i.e. mid-roll) for now, as OTT platform
2. Platform Direct providers hold the keys on homepage placements and
Boxes/Sticks Smart TVs Gaming Consoles
clickable display formats.

2. Platform Direct: Beyond targeting considerations,

buying directly from the OTT platform provider can
sometimes lend lower rates and more placement
3. Publisher Direct options. For example, Amazon Fire TV and Roku offer
clickable display banners, which tend to yield lower
dMVPDs TVE Channel
eCPIs than a typical mid-roll ad. However, each OTT
Extensions
AVOD (Free) platform has its own rules of play. For example, smart
TV partners (i.e. Samsung Ads, Inscape) offer native
Pay TV (TVE)
placements across linear TV as well as OTT. Others are
Native OTT
(SVOD/Live)

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more restrictive, warranting PMP or publisher direct

Video Placements
deals to access certain inventory; Apple TV does not
sell ads in-house, while Xbox and PlayStation only sell
direct inventory to those who have an app on their
HULU: Pause Screen Ads
respective platform.

3. Publisher Direct: Lastly for big TV and OTT app

In-Stream Video (Mid-Roll)
advertisers who want to guarantee placement in
specific programs or channels (e.g. HULU, FOX
NOW), publisher direct may be the way to go. Just
keep in mind that some OTT apps have competitive
restrictions in terms of which advertisers they will
accept.

Display Banners

Fire T V: Inline Ad Placement

Roku: Homepage Banner

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Targeting Considerations Automatic Content Recognition (ACR),

Beyond media source considerations around inventory, a technology which recognizes what is
pricing and measurement, targeting is a pivotal part of being watched on CTV by tapping into the
the OTT media planning process. Traditional advertisers microphones on smartphone devices
who typically focus on program-based buying may want ∙∙ Interest-based profiles can be expanded
to consider more nuanced targeting to align OTT with programmatically by combining web and app
digital media. For mobile performance advertisers who install/usage data—pulling audiences from DMPs
are used to run-of-network (RON) targeting with CPI like eXelate, Data Alliance, Twine, PushSpring,
partners, it’s important to remember that OTT is limited Skydeo, Datalogix, Neustar, BlueKai, Epsilon, etc.
to CPM and flat fee pricing (no CPC/CPI options, as far ∙∙ Content Targeting
as we are aware). Integrating 1st party data from your
∙∙ OTT App Groupings (10+ apps)
DMP or MMP (e.g. AppsFlyer) for lookalike audiences and
retargeting is a quick win to increase target relevancy ∙∙ As an extension of interest-based targeting,
for free. It may also help to add a few basic 3rd party working with OTT platform providers and/or PMP
filters, depending on the cost. Here are a few options to deals to place your ads in a specific group of apps
consider for your OTT targeting strategy: can be a great way to reach a particular type of user
based on the type of content they watch (e.g. AVOD
∙∙ Platform Targeting
channels for free app marketers)
∙∙ Work directly with the OTT platform provider to
∙∙ OTT App Specific (1 app/publisher)
guarantee OS targeting
∙∙ As mentioned previously, you’ll need to work
∙∙ Behavioral Targeting
directly with OTT app publishers to guarantee
∙∙ Lookalike (1st party data)
premium positioning and/or high SOV in specific
∙∙ Psychographic/Demographic (2nd/3rd party data) TV programs or channels (typically at higher cost)
∙∙ TV-centric DMPs and data providers like Samba ∙∙ Retargeting
TV, Inscape, Alphonso and Tru Optik pull from a
∙∙ Work with OTT publishers or programmatic partners
network of smart TVs to target users based on
to drive awareness on OTT, then retarget users on
viewing data across screens
mobile/web to drive acquisition
∙∙ Mobile user data is connected to CTV through
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OTT Use Cases & Test Strategies

OTT can be relevant to many types of advertisers—from Phase 1: Goal Setting
mobile app owners to new OTT/mobile app owners to As a first step, you’ll want to determine your
big brands who are already spending on linear TV, each measurement strategy. Integration with each of your OTT
has its own goals and distinctions to consider. For the platforms is crucial, and AppsFlyer can help simplify this
purposes of giving a single and detailed example on process. Beyond that, if you’re not already working with a
how to devise your first OTT media test strategy, we’ve marketing cloud platform, you’ll need to weigh the pros
chosen to focus on the middle category: new OTT/mobile and cons of advanced cross-screen analytics vs. cost.
app owners. Even if you don’t fall into this category, the There are essentially two paths you can take here:
rationale described in each of the two scenarios below
A. Platform Direct with Same-Device Attribution
may give you inspiration that can be adapted to your
To take the path of least resistance, start by focusing
specific use case.
on one OTT operating system where you predict the
most potential: Roku or Fire TV. This will allow you
Advertiser Profile: New TV App Performance Advertiser to test a variety of ad formats to understand video
You manage a free, ad-supported TV content service vs. display efficiencies on CTV. You can also retarget
across desktop, Android, iOS, Roku and Fire TV that just these users on mobile, e.g. via Amazon DSP (for
launched last year. You have limited budget and strict more info on how to advertise with Fire TV, read our
acquisition performance goals, with little room for upper- blog post here)
funnel testing. Thus far your paid media efforts have B. Programmatic with Cross-Screen Attribution
been focused exclusively on mobile, where you are able Establish cross-platform benchmarks by working
to achieve a $1-3 CPI. Your analytics team tells you that with a DSP to test multiple OTT operating systems
user LTV is 6x higher on TV screens and that TV users against mobile. This typically requires more budget
become stickier and more frequent viewers, but you also and might be less efficient initially, but if you’re
know that TV advertising can be very expensive. willing to do this, you’ll get more granular learnings
in a much quicker timeframe that will help you
quickly decide which areas to invest in long term

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Phase 2: Attribution Setup Phase 3: Media Planning & Test Setup

The minimum measurement requirement under both A. Platform Direct B. Programmatic with Cross-
scenarios is site-served reporting, but of course, we with Same-Device Device Attribution
Attribution
highly recommend working with an MMP to streamline
your reporting process with advanced analytics. You Partner Choose the platform Select a single, broad-reaching
Selection where you want to programmatic partner who can
also have the option of integrating a marketing cloud focus your growth goals, provide:
or RFP all OTT platform (1) Ample video inventory across
platform for additional visibility on probabilistic mobile/ providers for a more devices and platforms at a fair
web attribution from OTT TV. As aforementioned, some vetted comparison price.
(after all, there are only (2) Placement-level reporting
DSPs are able to offer cross-device graphs for free a few to choose from). catered to your needs (e.g.
creative, OS, IP, timestamp,
(scenario B). completion rate, app category,
app, geo, audience segment, user
agent, IDFA / G-AID, cookie).

Media Choose a variety of ad Determine the minimum

Allocation formats with spend number of installs and
levels that fit within time required for statistical
your budget. Some significance to set your initial
of the custom display test budget for media allocation:
placements have hefty (1) Forecast CPI conservatively for
minimum spends, so if CTV, understanding that actual
you choose to include eCPI may be hard to accurately
those in your test you predict (e.g. $75-300+).
may want to hold off on (2) Allocate minimum media
mobile/web retargeting across both OTT and mobile
until a later date. in order to understand the
overlap of those exposed to each
platform.

Targeting RON targeting is a RON targeting on CTV will

great place to start achieve the lowest CPM and CPI.
if the partner can Replicate your usual targeting
give you content- or strategy for mobile (i.e. RON) or
program-level reporting; consider a minimum audience
otherwise, consider filter such as CTV/OTT ownership.
testing RON vs. a
narrower audience on at
least one ad placement.

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 Chapter 4

Phase 4: Post-Campaign Analysis & Optimization

∙∙ After your campaign runs, analyze the data to
understand factors such as:
∙∙ CPI benchmarks by OS
∙∙ Impact of multiple ad exposures on acquisition and
LTV across devices
∙∙ Best performing content (ad creative, program,
content category, etc.)
∙∙ Depending on these results, plan your next OTT test:
∙∙ Optimize your measurement strategy
∙∙ Refresh or refocus your ad creative allocation
∙∙ Explore new segments with the partner used
in your first test, or RFP additional partners to
hone in on the most promising segments for
success (e.g. OTT platform provider expansion,
specific ad formats, top app publishers, expanded
programmatic inventory, retargeting, etc.)

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Research Sources
1
Extreme Reach, “Q2 2018 Video Benchmarks”, U.S., Q2
2018
2 MAGNA via Marketing Dive, “OTT ad spending will leap
40% to $2B in 2018, Magna finds”, U.S., Sept. 2018
3 WYWY, eMarketer, Altitude Digital, LinkedIn, Wikipedia
4 eMarketer, “Total Media Ad Spending, US”, Sep 2018
5 comScore Connected Home, U.S., April 2018
6 Adobe Digital Insights, Digital Dollar Report, U.S., Q1
2018
7 Nielsen, Maru/Matchbox and Brightline via Video
Advertising Bureau (VAB), “Linear TV and OTT: Living
Together in Harmony”, U.S., Nov. 2018
8 Parks Associates, U.S., Q1 2018
9 CNET, “Amazon Fire TV tops 30 million active users,
seeming to beat Roku”, 1/10/18

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 About AppsFlyer

AppsFlyer’s technology is found on 98 percent of the

world’s smartphones, making it the global leader in
mobile attribution and marketing analytics. Data-
driven marketers trust AppsFlyer for independent
measurement solutions and innovative tools to grow
and protect their mobile business. With Facebook,
Google, Twitter, Pinterest, Snap Inc., Tencent, and
4,600+ other integrated partners, and clients including
Larissa Klitzke HBO, Waze, Alibaba, Skyscanner, Activision, and 12,000+
leading brands worldwide, AppsFlyer has 15 global
offices to support marketers everywhere.
About the Author
Larissa leads AppsFlyer’s product marketing efforts To learn more, visit www.appsflyer.com for general info
in North America, guiding strategic initiatives across or www.appsflyer.com/product/tv-attribution/ for more
client, partner and agency relationships. Larissa brings info on TV / OTT attribution.
a unique perspective to the team with seven years of
agency experience in cross-platform media planning
and marketing strategy. Through previous roles at M&C
Saatchi Performance and Carat, Larissa has worked
closely with leading brands including Microsoft, Amazon,
Sony and Red Bull. You can follow her on Linkedin.

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