Heaptalk, Jakarta — Adjust, a mobile advertisement analytics platform, returned with its latest feature, which provides connected TV Ads to Mobile Measurement. This brand-new innovation is created for the advertiser to hold in-depth information towards the customers’ behavior. The feature is claimed functions to optimize the clients’ campaigns and promote the business growth.
Recently, digital transformation that is aggressively performed has contributed to the increase of CTV involvement globally. From year to year, CTV has become an eye-opening feature for people. Even, Statista reported that in 2023 this new way of watching Tv would reach 213 million users in the US.
Responding to this opportunity, Adjust launched a new feature in the category of CTV and Over The Top (OTT) service. The fresh feature is poured in the form of Connected TV Ad to Mobile Measurement, an advertiser’s assistant that presents complete information concerning the users’ journey.
The feature provides comprehensive analytics about users’ subscription history, starting from the initial phase, namely watching CTV advertisements until they decide to install the mobile application. The presence of the latest utility is expected to provide data that will bring multiple benefits to advertisers.
The data is a critical asset that plays a role as the basis of information for any advertiser to monitor the performance of their marketing campaigns in various channels, including CTV and OTT. Employing the Adjust multi-touch attribution, advertisers can thoroughly view CTV Ads’ effect on users’ acquisition strategy. The ability, further, will help the advertisers in measuring the return of investment (ROI).
“Hystorically, TV is categorized as an expensive advertisement channel where ROI is hard to be measured,” added Pols, ”However, by the holistic CTV measure, a team with a limited fund can dive in to this industry as well as leverage budget efficiency and optimize the innovative new channel.”
Adjust, based on its internal data, stated that the exploration of CTV Ad becomes the major priority for mobile advertisers, and the advertisement budget through the channel will rise to US$27.5 billion at the end of 2025. The release of this new featured will lead its users to have guidance in optimizing the adoption of OTT and CTV applications, including integrating data from the top tier CTV platforms, such as Apple TV, Android TV, Amazon Fire, and Roku.