What good is delivering a rich connected television experience to an engaged audience if you cannot effectively measure or optimise the ad’s impact on business outcomes?
Gone are the days of relying on content-based buying models, simple reporting metrics and stand-alone measurement for video buys. Marketers’ continued shift towards CTV has affected initiatives across their marketing portfolio. These include maximising audience reach using personalised targeting even with third-party cookie loss, leveraging deeper creative optimisation capabilities to drive conversions and utilising transparent cross-channel measurement that quantifies the halo effects of CTV effectiveness.
To meet the needs of marketers looking to improve their CTV capabilities, Adobe aims to connect advertising with marketing technologies. This empowers media buyers with robust signals available across their website and publisher ecosystem that will allow them to connect with audiences on a deeper level and, ultimately, drive their customer acquisition efforts further.
Powered by Adobe Experience Cloud, Adobe Advertising makes it easier for marketers to unify their branding and performance tactics across all channels to deliver better results with more signals. Specifically, through Adobe Advertising, marketers can:
- Leverage AI-powered optimisation across CPA, ROAS and reach-based goals.
- Uncover full-funnel insights on reach, frequency and household-level conversions with in-platform tools.
- Automate view-through conversion metrics in Adobe Analytics for Advertising reporting with cross-channel comparison.
- Target CTV buys with privacy-focused first-party data built within Adobe Real-Time CDP, Adobe Audience Manager and Adobe Analytics.
Deakin University was able to leverage all of these in their recent Study Online campaign. Let’s dive into how they took advantage of Adobe’s CTV performance optimisation offerings.
Case study — Deakin University and performance CTV
With the Study Online campaign, Deakin University wanted to understand if its investment efforts in CTV drove qualified traffic and influenced more engagement on their site. Using their innovative learning tool DeakinSync, an adaptive all-in-one digital learning space and personalised learning tools, Deakin saw an opportunity to test if CTV could drive mid- and lower-funnel metrics.
By enhancing its first-party data strategy and segmentation built by on-site signals in Adobe Analytics for Advertising, Deakin implemented AI-driven optimisation to unify marketing objectives within a single portfolio. This provided an automatic and flexible way for them to optimise quickly towards customised goals, like driving the most cost-efficient CPA performance.
After testing its new customised goals on in-flight CTV creative, Deakin saw a 2.5x improvement against its benchmarks with a 64% decrease in CPA compared to its previous CPM-based optimisation. In addition, Deakin experienced a 56% increase in site visitation to the online learning page, improving their prospect pipeline of future students that can take advantage of learning opportunities that make Deakin University one of the top 1% of universities in the world, according to an ARWU ranking in 2022.
Following this test, Deakin plans to continue shifting more allocation of its performance budgets to CTV.
