What was once a simpler task of reaching users on a single screen has now evolved into a complex ecosystem where users move fluidly across devices. This shift complicates attribution, making it harder to track how campaigns drive conversions along multi-device journeys.
As audiences spend more time streaming, connected TV (CTV) has emerged as one of the fastest-growing media channels, prompting a surge in digital TV advertising spend. To keep up, marketers must not only design seamless, cross-device campaigns but also find ways to measure engagement accurately across CTVs, mobile devices, desktops, laptops, and tablets.
Introducing Branch Household Measurement
Household Measurement, Branch’s solution tailored for today’s multi-device households, gives marketers a clear, comprehensive view of cross-device engagement. Household Measurement bridges the gap between ad interactions and conversions across devices like CTVs, mobile phones, desktops, laptops, and tablets. By deduplicating and mapping user touchpoints within a household, Branch enables marketers to measure ad performance accurately, optimize campaigns, and substantiate ad spend with holistic data.
Household Measurement overcomes the limitations of traditional attribution, which often fails to capture the flow of cross-device engagements. With this solution, marketers gain newfound clarity into omni-channel campaigns, enabling data-driven decisions, real-time performance optimization, and more precise budget advocacy based on true campaign impact.
Value through real-world use cases
Branch Household Measurement goes beyond basic attribution, offering a robust suite of use cases that demonstrates its powerful impact on campaign effectiveness. Here are a few ways top brands are utilizing Branch’s Household Measurement.
Analyze CTV ad impact on multi-device conversions
As more consumers turn to streaming, companies are investing heavily in CTV ads to capture this growing audience. To allocate marketing budgets confidently, brands need clear insights to justify the return on investment (ROI) of these campaigns.
For example, a quick-service restaurant (QSR) running a CTV campaign promoting food order discounts can’t facilitate orders directly on the TV. However, with Branch’s Household Measurement, the QSR can trace mobile conversions back to the CTV ad, revealing its downstream impact. By understanding how CTV ads drive sales on other devices, brands can measure return on advertising spend (ROAS) across channels and gain a holistic view of each channel’s contribution to their strategy. This clarity allows marketers to validate their CTV investments and make data-driven decisions to optimize their omni-channel approach.
Measure engagement across multiple household CTVs
Many households now have multiple CTVs, meaning engagement can happen across more than one CTV in the same home. Measuring and attributing activity across these devices are crucial to fully understanding user behavior.
For example, a streaming service promoting a new series might run CTV ads that play a teaser and prompt viewers to click through to the series’ landing page, where they can watch the trailer, view the cast, or add it to their favorites. Later, they may start the series on a different CTV in the home. With Branch’s Household Measurement, the streaming service can track viewers who saw the ad, clicked through, and then watched the series on another device. These insights help the streaming service see which ads drove deeper engagement, allowing them to refine strategies for boosting viewership and make data-driven decisions for future campaigns.
Understand mobile ad influence on CTV engagement
To maximize marketing effectiveness, companies must understand how their mobile ad spend impacts viewer behavior on CTV platforms. Recognizing how mobile ads drive traffic to CTV apps is essential for optimizing advertising strategies and enhancing viewer interactions.
For example, consider a professional sports league running a mobile ad campaign during its championship season, promoting exclusive behind-the-scenes content alongside live games on its CTV app. While users may initially engage with the league’s ad on a platform like TikTok, marketers need to know how that engagement translates to viewership of games and exclusive content on their CTV app, where most viewers stream the games. By measuring these cross-device interactions, the organization gains valuable insights into which campaigns convert the most mobile users into active CTV viewers.
Build seamless engagement with cross-device linking
Brands can connect CTV ad interactions to mobile and desktop conversions, guiding users directly from CTV ads to in-app offers. With Branch-powered QR codes, viewers can instantly access mobile apps from CTV ads, seamlessly driving conversions and engagement across devices.
Media and entertainment companies can leverage cross-device linking to enable quick, streamlined login experiences via Branch-powered QR codes on CTVs. Grocery delivery companies can place Branch QR codes within CTV ads to effortlessly direct viewers into their mobile apps to place orders. This innovative cross-device linking not only boosts user engagement but also empowers brands to deliver cohesive, omni-channel experiences across screens.
Improve retargeting strategies
With consumers frequently switching between mobile devices and CTVs, tracking reengagement efforts can help brands refine their strategies and foster deeper connections with their audiences.
With Household Measurement, a fitness app can run mobile ads promoting exclusive CTV workout sessions featuring popular trainers and glean insights into in-app workouts that would have otherwise been untrackable. By sharing these conversion events across devices, brands can better data that allows them to later tailor their retargeting and customer reengagement efforts, ensuring they maximize the value of each ad dollar spent.
Privacy-centric household measurement
In today’s advertising landscape, user privacy can’t be ignored. Performance marketers are facing increasing pressure to justify ad spend and demonstrate ROI, all while navigating a shifting privacy landscape. Apple’s App Tracking Transparency (ATT) and the removal of the identifier for advertisers (IDFA) have transformed iOS campaign measurement, greatly limiting access to previously relied-upon data. With many users opting out of tracking, marketers are struggling to drive conversions, allocate budgets, and refine growth strategies. And this challenge is no different when measuring performance across household devices.
Branch alleviates this challenge and enables marketers to effectively measure campaign performance across households while still respecting user privacy with Predictive Aggregated Measurement (PAM). PAM provides marketers with more comprehensive iOS performance data while prioritizing user privacy. Utilizing advanced attribution modeling and differential privacy measures, PAM safeguards user data while providing timely and granular insights into campaign effectiveness. PAM allows marketers to more accurately measure iOS campaigns across household devices, allowing them to make data-informed decisions to optimize ROAS and justify their ad spend.
Driving success in a dynamic advertising landscape
Consumer behavior is rapidly shifting toward streaming, and privacy regulations are reshaping the marketing landscape. Brands must adapt to thrive. Leveraging innovative solutions like Branch’s Household Measurement enables companies to gain deeper insights into cross-device interactions, helping to justify every marketing dollar spent.
If you’re interested in building stronger connections with your audiences, meeting users where they are, and driving long-term success in a competitive environment, reach out to our team to learn more about Branch’s Household Measurement solution.