CTV campaigns available for US, Canada, and Australia
Your CTV target audience must be located in the US, Canada, or Australia. You can physically be located anywhere in the world, though your audience must be in one of the aforementioned regions.
AdRoll ABM Connected TV (CTV) advertising combines the storytelling power of TV with the targeting precision of digital advertising to deliver high-impact video ads through streaming apps, either built-in to smart TV or through devices like Roku, Apple TV, and gaming consoles connected to a TV. CTV campaigns are great for increasing awareness among your target audience, driving new customers to discover your brand, accelerating pipeline, driving website engagement, and retaining existing customers.
AdRoll ABM CTV Features
Access global CTV inventory across the US, Australia, and Canada, including top platforms like Paramount+, DirectTV, FuboTV, and MLB.
Reach audiences in a brand-safe, highly engaged viewing environment, making it an effective channel for increasing brand awareness and engagement.
CTV campaigns leverage AdRoll ABM BidIQ machine learning, you can choose time of the day, user frequency caps and granular geo-targeting options.
CTV campaigns reach audiences across the entire funnel to maximize awareness and engagement:
- Account Targeting: Reach Companies in your Account List, leveraging your CRM data and our in-market account insights data, and people in the buying committee (i.e., Engineering Function, VP Seniority, etc) within your Account Lists.
- Contact Targeting: Reach specific contacts within your target accounts.
- Retargeting: Show CTV ads to households that have visited your website and mobile app or specific CRM audiences you bring over to AdRoll ABM. Also, retarget an audience of people have viewed your CTV ads with display, video, or native ads.
- Lookalike: Drive traffic to your website by targeting digital profiles similar to those of your existing visitors that have converted on your site. This campaign taps into AdRoll ABM proprietary IntentMap™ data set by attracting new audiences who are likely to convert.
Combine your CTV efforts with Web Display advertising through AdRoll ABM multi-channel, full-funnel platform, increasing performance for lower funnel channels. Over 70% of connected tv users hold their phones while watching TV.
Understand performance across key metrics and its contribution to the media plan with detailed placement and device reporting.
How does AdRoll ABM CTV work
We partner with Experian, a leader in consumer data and identity services, to expand AdRoll ABM cross device graph, identifying and reaching a user seamlessly across multiple devices in the household. The average US household has 21 internet-connected devices, from laptops to connected TVs, cross-device tracking involves identifying and connecting the devices and individual users for more effective and customized campaigns differentiating between home, work, and travel IPs. This graph enables our CTV Campaigns and conversion reporting through the AdRoll ABM platform.
Leveraging CTV will boost the effectiveness of your existing web and mobile campaigns, resulting in a stronger, more unified customer journey. Imagine a modern consumer's buyer’s journey across multiple devices.
CTV and Web Cross-Channel Strategy
Monday: While catching up on industry news through a Connected TV app, David, the Director of IT at a mid-sized SaaS company, sees a compelling ad about a cloud security platform that promises faster compliance audits and easier integrations.
Tuesday morning: Intrigued, David visits the company’s website from his mobile phone to learn more, reading a case study and exploring their integrations page.
Tuesday afternoon: Later, while browsing news sites on his desktop at work, David notices a retargeted display ad from the same brand promoting an on-demand demo tailored to IT leaders — reinforcing the message he saw on TV.
Wednesday: David downloads the demo guide and shares it internally with his team for feedback.
Thursday: The marketing team, seeing renewed account engagement, triggers personalized website retargeting ads showcasing ROI stats and customer success stories for similar SaaS companies.
Friday: David’s VP of Engineering receives a CTV ad spot while cooking dinner at home — extending awareness to other buying committee members and keeping the brand top-of-mind as they finalize their shortlist.
Outcome: The brand uses CTV for broad account awareness and credibility at the top of the funnel, while website retargeting reinforces engagement and interest as the account progresses through the buying journey.
This seamless, multi-device experience demonstrates the power of integrated digital marketing strategies in today's connected world.
AdRoll ABM CTV Inventory
AdRoll ABM's Connected TV (CTV) ads are delivered through premium ad exchanges, ensuring access to high-quality inventory in real-time. By leveraging these diverse inventory sources, we ensure your CTV ads reach engaged audiences across a wide range of popular streaming platforms.
Our CTV inventory is full screen, non-skippable and delivered in theatrical releases and TV programming that are initiated by the viewer.
AdRoll ABM delivers CTV exclusively on content streamed on internet-connected TVs. AdRoll ABM does not deliver CTV on other devices such as mobile, laptop/desktop, or tablets, called OTT (over the top).
We display CTV ads in two main streaming sources:
AVOD platforms offer ad-supported subscriptions that allow users to watch content for free or at a reduced cost in exchange for viewing ads. Examples include HBO Max, FuboTV, Paramount+, and TubiTV.
FAST services provide streaming content without requiring a paid subscription. Popular FAST platforms include Philo, Roku Channel, SamsungTV Plus, and SlingTV.
Who can access
Access to CTV Campaigns is available for all AdRoll ABM packages.
| Your AdRoll ABM Plan | CTV Campaigns |
|---|---|
| Account Based Advertising | Included |
| Account Based Marketing + Advertising | Included |
| Account Based Marketing | Not Included |
| Starter (Legacy) | Not Included |
| Standard (Legacy) | Yes, requires contacting your CSM for activation |
| Professional (Legacy) | Yes |
| Ultimate (Legacy) | Yes |
| Free Tier | Included, except Account Targeting Campaigns. |
Requirements to launch a CTV Campaign
Click here to explore the minimum budget and audience size requirements that apply to you depending on your AdRoll ABM plan.
For the best results with CTV ads, we recommend following AdRoll ABM's CTV Ads Format Guidelines, which cover ad duration, resolution, format, bitrate, file size, and creative best practices. Keeping CTV ads within the suggested duration and loading the most impactful content in the first few seconds can significantly improve performance.
Click here to explore our detailed guide on the best practices for creating effective CTV. This comprehensive resource is designed to help you navigate the intricacies of CTV creative strategies, ensuring that your campaigns resonate with your target audience and achieve optimal results. Whether you are new to CTV advertising or looking to refine your existing strategies, our guide offers valuable insights and actionable tips to enhance your creative approach.
CTV Campaign Types Supported
Grow brand awareness and engagement with your target account lists and contact lists. Target customers by their journey stage, ICP fit, job-function, seniority, and more to either prospect for new accounts or influence accounts or contacts already in your CRM.
- Limited to the United States, Australia, and Canada.
Stay top-of-mind by showing ads on CTV devices to people who have visited your website but not completed your target action yet. Your potential customers will see your ads on CTV devices on our expansive network premium exchanges.
- Limited to the United States, Australia, and Canada.
Drive brand awareness by targeting digital profiles on CTV devices who are similar to those of your existing customers. Let AdRoll ABM's IntentMap machine learning do the work of identifying people who look and act like the people who already engage with your brand. We recommend launching CTV campaigns in conjunction with other brand awareness campaigns for Web.
- Limited to the United States, Australia, and Canada.
CTV Measurement and Reports
AdRoll ABM offers the following reports to measure the impact of your CTV campaigns:
- CTV Campaign Summary Page
- CTV Ad Placements by Campaign
- CTV Campaign Performance by Device
- Revenue Impact Report
- Advertising Engagement Report
- Scheduled Granular Conversion Report
- Scheduled Account-Based Engagement and Advertising Report
- Innovid partnership reporting via Managed Services
CTV Reports: Campaign Summary Page
Clicks are not available
CTV Campaign performance cannot be measured through Clicks, CTR, CPC. Due to the nature of CTV technology and how users interact with it, click data is not collected for CTV campaigns. As a result, click-derived metrics aren’t available for this type of campaigns.
The measurement of CTV campaigns is focused on impressions and engagement (video completion rates). The following metrics are available.
| Performance | Video Engagement | Conversion |
|---|---|---|
|
Spend Impressions Daily Device Frequency CPM |
Video Completion Rate Video Views to 25% Video Views to 50% Video Views to 75% Video Views to 100% |
Conversions CPA VTC VTC Rate Attributed Revenue View-Attributed Revenue ROAS View ROAS Influenced Conversions Influenced Revenue |
Daily Device Frequency Options
- Automatic: Optimizes for best reach.
- Manual: Defaults to 10 impressions per device to account for household viewing duration.
CTV conversion tracking may show lower numbers compared to web campaigns:
- CTV campaigns do not use traditional cookie-based tracking methods.
- Measurement techniques differ from standard web campaign tracking.
What This Means for You:
- Expect reduced conversion numbers for CTV campaigns and focus on building brand awareness and engagement.
- This is an industry-standard limitation for connected TV advertising.
To analyze the performance of your CTV campaigns:
- Navigate to Advertising > Campaigns & Playbooks on the left side menu.
- Click on the CTV Campaigns tab.
You can apply the following filters to your CTV reports, the filters will be applied to the Overview tab results and the table below.
- Date Picker: Adjusts your report results to a specific date range
- Campaign Type: Choose between Account Targeting, Web Retargeting and Contact Targeting
- Campaign Status: Filter by active campaigns only
-
Campaign Name: Filter your report results for one or more specific campaign(s)
The top-line metrics summarize performance across all your CTV campaigns. The default metrics are Spend, Impressions, CPM and Video Completion Rate. You can customize this view by clicking on the Customize KPIs icon and select additional video completion metrics.
CTV Reports: Ad Placements by Campaign
AdRoll ABM offers channel-level reporting to understand the inventory where CTV impressions are serving. This report tells you which TV platforms or channels the campaign is live on. For example, you might see AMC Networks, Direct TV, Fox News, Philo, Paramount, Roku, Warner Bros. Discovery, etc.
When you see the following Original Equipment Manufacturers (OEMs) in your placements reporting, these are specifically the publishers owned by these OEMs:
- Roku: The Roku Channel
- Samsung: Samsung TV Plus
- LG: LG Channels
- Vizio: Vizio WatchFree
While these channels do include sub-channels within them, we do not reliably receive information on which specific channels are serving the ads, and as a result, we do not surface that granular detail in the current report. We have plans in the works to make our CTV placement-level reporting more intuitive and granular in the near term.
Show-level reporting is not available
Currently we receive different placement information from each supplier, for example Streaming App vs Network, and different naming conventions (Roku, roku, Roku Inc). We are actively working on mapping and consolidating placement naming to avoid multiple entries for the same placement.
This report is available under the individual campaign summary page:
- Navigate to Advertising > Campaigns and Playbooks > CTV Campaigns.
- Click on a specific campaign.
- Click the Placement tab.
The Placement report will break down the specific campaign Spend, Impressions, and CPM for each platform/TV channel the campaign is live on.
Optionally, you can Customize the report columns or export to Excel or CSV.
This report is available under the individual campaign summary page:
- Navigate to Advertising > Campaigns and Playbooks > CTV Campaigns.
- Click on a specific campaign.
- Click the Placement tab.
The Placement report will break down the specific campaign Spend, Impressions, and CPM for each platform/TV channel the campaign is live on.
Optionally, you can Customize the report columns or export to Excel or CSV.
CTV Reports: Campaign Performance by Device
This report will let you compare how an individual campaign is performing on different CTV devices, for example Apple, Samsung, Google, LG, Microsoft, etc.
This report is available under the individual campaign summary page:
- Navigate to Advertising > Campaigns and Playbooks > CTV.
- Click on a specific campaign.
- Click the Device tab.
The Device report breaks down the specific campaign Spend, Impressions, CPM, Conversions for each device the campaign is live on.
Optionally, you can customize the report columns or export to Excel or CSV.
CTV Reports: Revenue Impact Report
The Revenue Impact Report measures how ABM advertising generates revenue, improves business outcomes, and increases efficiency by comparing metrics like Opportunity Win Rate, Average Opportunity Size, Open Opportunities, and Closed Won Opportunities between ad-influenced accounts.
Visit the Revenue Impact Report guide to learn:
- How to filter this report by CTV, Web and LinkedIn channels.
- How to define your Ad-influence criteria for CTV, Web and LinkedIn.
- How to interpret the resulting efficiency and pipeline metrics.
CTV Reports: Engagement Report
The Engagement Report consolidates data from various campaign types, including CTV Campaigns, Website Campaigns, Website Playbooks, and LinkedIn Campaigns launched via AdRoll ABM.
CTV is a crucial channel for boosting engagement, with 80% of customers using another device while watching. RollWorks enables you to measure the impact of CTV by tracking the percentage of your Target Account Lists reached on CTV and connecting CTV exposure with other account activities.
The Engagement Reports allows you to deep dive into CTV engagement by:
- Filtering by Account List:
- Filtering by Campaign: You can view engagement metrics for a specific CTV Account Targeting campaign.
- Using Enrich Accounts Data Toggle: By enabling the "Website + CTV Retargeting Campaigns" toggle under "Enrich Accounts Data," you can include both CTV and Web Retargeting Campaigns in the report results.
- Learn more here.
CTV Reports: Scheduled
Under Advertising > Reports > Scheduled Reports you can find two additional reports that include both Web and CTV data:
Granular Conversion Report
- Includes both conversions from Web and CTV Campaigns.
- It is based on a last-touch attribution: If a user that converts was served both a CTV ad or a Web ad, the conversion will be attributed to the channel that served the last impression.
- Learn more about the Granular Conversion Report here.
Account Based Engagement and Advertising Report
- Lists all the accounts that were engaged with your website through your Web and CTV campaigns. It also includes advertising metrics such as spend, impressions, and clicks from the engaged accounts.
- Learn more about this report here.
CTV Reports: Innovid Partnership Reporting
Beyond in-app reports, AdRoll ABM partners with Innovid for advanced outcome reporting, such as CTV's influence on site visits. Speak to your Customer Success Manager for more information.