CTR is an important metric to quantify the success of your programmatic CTV campaign. Here’s all the information, tips, and tricks about CTR.
In the dynamic world of advertising, brands must come up with new ways to grab the attention of their audience. With several ads crowding our screens everywhere, it is not easy to stand out amongst this crowd. This is where programmatic CTV advertising works its magic and gives your brand the traction it needs. One of the most effective metrics to understand how your ads are performing before your audience is CTR or click-through rate! That’s where the art of storytelling in advertising comes into play. We accumulated expert opinions from the realm of advertising to bring to you all the secrets to achieving a high CTR with your campaign.
Decoding CTR
Click-through rate, or CTR, is a fundamental metric in advertising. It’s a simple ratio that evaluates the efficiency of a mobile advertising campaign. It is calculated by dividing the number of clicks received on an ad by the total number of times the ad appears and stating the result as a percentage. For instance, if an ad gets 500 clicks from 10,000 views, its CTR is 5%.
Why CTR is Vital for CTV Campaigns
CTR is a crucial tool for evaluating the performance of a CTV ad campaign. It lets you compare different campaigns, understand how well your ad creatives are working, and assess the success of ads across various channels.
It’s also a useful metric for determining the level of your audience. You can see if a high CTR translates to valuable users by linking campaign performance to user behavior within apps. However, it’s essential to remember that a high CTR doesn’t always mean high conversion rates. Advertisers need to align their campaign goals and key performance indicators (KPIs) for a more comprehensive view of success.
What is a “Good CTR”?
The term “good CTR,” varies depending on factors like industry, ad format, and target audience. There are a few vague standards that can help:
- Display Ads (Banners): These typically have a lower CTR, averaging around 0.11%. Banners mostly boost brand awareness and intent to buy.
- Video Advertising: Video ads usually enjoy a higher CTR, with an average of around 1.84%. They can easily attract the audience and keep them engaged.
- Native Advertising: On mobile, native ads can reach a CTR of up to 0.38%. Even on desktops, the average CTR is around 0.16%. Native ads blend seamlessly with content, making them appealing.
- High-Impact Advertising: High-impact ads, designed for desktop and laptop users, increase brand memory and recognition. CTR levels vary, but they always yield good results.
These benchmarks give you a general sense, but what’s most important is whether your CTR aligns with your business goals.
The CTV and CTR Partnership
CTV doesn’t just grab attention; it holds it. CTV commands the highest CTRs, making it a go-to choice for advertisers. Shorter ads, typically ranging from 15 to 30 seconds, tend to deliver the highest engagement and CTR. This holds whether you’re on a computer, tablet, or smartphone.
CTV’s Global Impact
Connected TV (CTV) has been recognized as one of the most effective marketing tools across the globe. The Americas, led by North and Latin America, are leading the way, capturing the majority of impression growth.
While mobile devices continue to dominate the landscape, global PC impressions are dwindling. The declining share of global PC impressions underscores the shift towards mobile devices.
The Rise of Programmatic CTV
The future of advertising is undoubtedly leaning towards programmatic advertising, and this trend is particularly pronounced in the realm of CTV. Programmatic impressions served to CTV have surged significantly year-on-year, indicating the increasing relevance of programmatic advertising.
Dynamic creative video impressions witnessed an impressive 100% surge in the first half of 2020. Brands turned to dynamic creativity to stay nimble and adapt their messages as situations changed.
How AXN Used CTV to Raise Its CTR
Now, let’s explore a real-world example of how AXN, a pay television channel, harnessed the potential of CTV advertising to achieve remarkable results:
Campaign Overview
AXN’s mission was to promote its new series, “Balthazar,” scheduled to premiere on June 14th. They aimed to generate interest and provide information about the series to audiences in Argentina, Mexico, and Colombia. The target audience included individuals interested in entertainment, series, movies, and technology. The campaign spanned from June 2nd to July 4th, covering the period leading up to and following the series premiere.
The campaign had specific Key Performance Indicators (KPIs), which included 500,000 impressions, 1,000 clicks, a CTR of 0.20%, and a CPM of $120.
Solution
To achieve their campaign objectives, AXN employed a strategic combination of video ads and CTV campaigns. The campaign encompassed multiple initiatives, with distinct strategies tailored to different content categories, such as Drama and Comedy. This segmentation allowed for precise targeting of the intended audience.
Results
AXN’s campaign exceeded expectations, surpassing all their KPIs. Notably, the CTV campaign delivered outstanding results, showcasing the immense potential of CTV advertising.
The CTV campaign achieved a CPM of $77.6, delivering 775,000 impressions and a remarkable CTR of 0.69%. Furthermore, the Video Completion Rate (VTR) reached an impressive 71.77%. Most notably, the campaign generated 5,324 clicks, representing a phenomenal 432% increase in clicks to the AXN site. This success story underscores the effectiveness of CTV advertising in driving high CTR and audience engagement.
Also Read- CTV Advertising: The Showstopper of The Fashion Industry Ramp
The Secrets to a High CTR
AXN achieved remarkable CTRs with CTV. You can too! Here are a few tips to consider while planning your next campaign, that will help you boos your CTR:
1. Clear and Simple Message: Your message should be able to communicate with your audience clearly. Ambiguity can reduce CTR.
2. Eye-Catching Creatives: Engaging visuals, graphics, images, or videos can make your ad pop and increase the chance of clicks.
3. Strong Branding: If a viewer of an ad recognizes a brand easily, it increases the chances of the viewer clicking the ad. Use branding elements effectively.
4. Smart Use of Video and Animation: Videos and flash animations, when used thoughtfully, can up the appeal of your ad.
5. Effective Call to Action (CTA): Every ad should feature a compelling CTA, guiding users to specific actions like “Buy Now” or “Learn More.”
Different ad types will have varying CTRs, but the level of exposure your ad gets plays a big role. Having a rough benchmark for your ad category and platform is handy for measuring your performance.
Also Read- Tap Into Unbelievable Conversion rates for Retail Brands With CTV Advertising
Wrapping It Up
In the dynamic world of advertising, Click-Through Rate (CTR) is your guiding star. It helps you compare campaigns, understand your audience, and make informed decisions. When it comes to achieving a high CTR, Connected TV (CTV) is the undisputed leader, commanding attention and engagement. As the global advertising landscape evolves, programmatic advertising, particularly in the context of CTV, is taking center stage. CTV advertising is not just a trend; it’s the future of advertising. So, get ready to maximize your advertising impact and embrace the power of CTV. Happy advertising!
Psst! If you need any assistance, you can always get in touch with our CTV experts at 9MediaOnline for a free consultation.
