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CMO Strategies: A guide to marketers’ success metrics for ad-supported streamers, including Netflix, Prime Video and Roku
In this report, we examine the success metrics advertisers consider when placing ads on streaming platforms and the challenges they face on those platforms.
This is the second installment in Digiday’s two-part series covering the top ad-supported streaming services and a part of Digiday’s CMO Strategies series. In case you missed it, the first installment provided an overview of the various platforms’ offerings, including pricing and plans, ad options and new ad formats, and ad innovations, along with our methodology.
As streaming services continue to rival linear TV for audience share, brands and agencies are eager to measure the success of the campaigns they’re running on ad-supported streaming platforms. They consider metrics ranging from engagement/watch time to impressions to click-through rates. Streaming platforms aim to provide advertisers with that data, but measurement tools vary by platform, and the services must sell their individual platform offerings as well.
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