Branch Expands Into Connected TV Performance Marketing Measurement
· 3d ago · Originally reported by TipRanks
Branch is moving into the connected TV (CTV) space by offering solutions for measuring performance marketing campaigns. This initiative aims to help advertisers better track and analyze the effectiveness of their CTV advertising efforts.
Why it matters
As more advertising dollars shift to connected TV, accurate measurement tools are essential for marketers to understand campaign impact and optimize spending.
Explain it like I’m new here
It's like adding a scoreboard to your favorite TV shows so advertisers know which commercials actually work.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Go deeper
Related stories
Tata Play and Sony Dispute Overflows From Linear TV to Connected TV Distribution
A dispute between Tata Play and Sony, previously centered on traditional linear TV, has now extended into the connected TV (CTV) space. The ongoing conflict is affecting how both companies distribute their channels and content on digital…
FINTECH.TV Broadens U.S. Reach via ExperiHaus Hospitality CTV Network
FINTECH.TV is expanding its U.S. distribution by partnering with the ExperiHaus Hospitality CTV Network. This move will allow FINTECH.TV's content to be available on connected TVs in hospitality venues across the country.
IAB Europe Releases Enhanced Measurement Standards for Connected TV
IAB Europe has introduced a more rigorous framework for measuring advertising on connected TV (CTV) platforms. The updated guidelines aim to improve consistency and reliability in how CTV ad performance is tracked and reported across the…
Magnite Launches Marketplace for Live Streaming Ad Inventory
Magnite has introduced a new marketplace dedicated to live streaming advertising inventory. This platform aims to connect advertisers with live streaming content, expanding programmatic access to real-time video opportunities.
Comcast Advertising Study Highlights TV and Streaming's Impact on Ad Performance
Comcast Advertising has published its Multiscreen Performance Report, analyzing how TV and streaming campaigns influence consumer attention, reach, and actions. The research suggests that combining TV and streaming can double incremental…
GVTLabs Introduces AskGVT Tool for Enhanced Video Search Capabilities
GVTLabs has launched AskGVT, a new tool designed to make video content more searchable and accessible. The solution aims to help users quickly find specific moments or information within long-form videos or extensive video libraries.