While analyzing your connected TV (CTV) campaign within Display & Video 360, you want to find the total number of engaged users. What report should you use?

Audience Composition report

Reach Overlap report

Floodlight report

Inventory Availability report

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Explanation: Reach Overlap report is the appropriate report in Display & Video 360 for determining the total number of engaged users in a connected TV (CTV) campaign. The Reach Overlap report provides insights into the overlap or intersection between different audience segments, allowing advertisers to understand the unique and shared reach among various target groups. This report is valuable for analyzing the effectiveness of a CTV campaign in engaging users across different segments, helping advertisers optimize their strategies based on audience behavior and reach. Utilizing the Reach Overlap report ensures a comprehensive view of engaged users and facilitates data-driven decision-making for better campaign performance.

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Understanding Connected TV (CTV) Campaign Analysis in Display & Video 360

Connected TV (CTV) advertising has emerged as a powerful tool for reaching audiences in the digital age, offering advertisers the opportunity to engage viewers on the big screen in their living rooms. But when it comes to analyzing the performance of your CTV campaign within Display & Video 360 (DV360), what report should you use to find the total number of engaged users? Let’s explore this question and uncover some practical insights for CTV campaign analysis.

Understanding Engagement in CTV Campaigns

Engagement in CTV campaigns refers to user interactions with the ad content displayed on their connected TV screens. This could include actions such as clicking on the ad, interacting with interactive elements, or watching the ad for a certain duration. Tracking engagement metrics is crucial for understanding how effectively your CTV ads are capturing viewers’ attention and driving desired actions.

Finding the Total Number of Engaged Users

To find the total number of engaged users in your CTV campaign within DV360, you should use the Engagement Metrics Report. This report provides insights into various engagement metrics, including:

Click-Through Rate (CTR): The percentage of users who clicked on the ad after seeing it.
Viewability Rate: The percentage of ad impressions that were viewable to the user.
Video Completion Rate (VCR): The percentage of users who watched the entire video ad.

By analyzing these metrics in the Engagement Metrics Report, you can gain a comprehensive understanding of how users are interacting with your CTV ads and identify areas for optimization.

Practical Insights and Personal Experience

In my experience as a digital marketer, tracking engagement metrics in CTV campaigns has been essential for evaluating performance and optimizing ad strategies. By analyzing metrics such as CTR, viewability rate, and VCR, we’ve been able to gauge the effectiveness of our CTV ads in capturing viewers’ attention and driving desired actions.

One practical tip for maximizing engagement in CTV campaigns is to create compelling, interactive ad experiences tailored to the unique characteristics of the connected TV environment. Incorporating interactive elements such as quizzes, polls, and shoppable overlays can encourage user engagement and increase the likelihood of users taking action.

Conclusion

Analyzing the performance of your CTV campaign in Display & Video 360 requires tracking engagement metrics to understand how users are interacting with your ads on the big screen. By using the Engagement Metrics Report, you can find the total number of engaged users and gain insights into key engagement metrics such as CTR, viewability rate, and VCR. Leveraging these insights, you can optimize your CTV ad strategies to maximize engagement and drive better results.