In the evolving landscape of digital advertising, Connected TV (CTV) has emerged as a pivotal channel, offering advertisers the ability to reach audiences with the precision of digital and the impact of traditional television. However, a common misconception persists: that the breadth of CTV supply is the ultimate determinant of campaign success. At Quantcast, we believe that while supply quality is essential, the true measure of success lies in performance.

The Myth of Supply Supremacy

It's easy to be enticed by the allure of vast inventory and numerous supply partners. Yet the reality is that an abundance of supply doesn't inherently translate to better outcomes. What's paramount is ensuring that your ads are served in brand-safe environments and are effectively reaching your desired audience. With Quantcast's curated supply partners, we prioritize quality over quantity, ensuring that your message resonates where it matters most.

CTV as a Performance Powerhouse

Gone are the days when television advertising was solely a top-of-funnel tactic. CTV has revolutionized this paradigm by offering measurable and accountable advertising solutions. With Quantcast's demand-side platform (DSP), advertisers can track metrics such as incremental reach, brand lift, and even direct conversions, bridging the gap between brand awareness and tangible business outcomes.

For instance, Auto Trader leveraged Quantcast's CTV capabilities to achieve a 51% incremental reach over their linear TV campaigns, connecting with audiences exclusively consuming streaming content. 

Integrating CTV into Your Omnichannel Strategy

In today's fragmented media landscape, consumers interact with brands across multiple touchpoints. Integrating CTV into an omnichannel advertising strategy ensures a cohesive and consistent brand message. The Quantcast Advertising Platform allows for seamless coordination across channels—be it display, video, mobile, or audio—ensuring that your campaigns are synchronized and optimized for performance at every stage of the customer journey.

Sky utilized Quantcast's omnichannel capabilities, for example, to promote their Sky Glass product, achieving a 35% lift in brand familiarity by aligning their CTV campaigns with other digital channels.

Empowering Mid-Market Advertisers

Historically, the high production costs associated with TV advertising have been a barrier for mid-market advertisers. However, advancements in creative automation and programmatic buying have democratized access to CTV. With Quantcast, mid-market brands can now deploy large-format creatives efficiently, reaching new customers without the prohibitive costs traditionally associated with television advertising.

Prioritize Performance Over Supply

While having access to a broad range of CTV supply is beneficial, it's not the definitive factor in campaign success. By focusing on performance metrics and integrating CTV into a holistic omnichannel strategy, advertisers can achieve meaningful results that drive business growth. Quantcast empowers advertisers to move beyond the constraints of supply-centric thinking, offering tools and insights that prioritize what truly matters: performance.