276: “CTV is now a performance channel for apps” with Matilda Lindström, Associate Sales Director at Dataseat

Performance CTV is the phrase of the year - and today we're looking at what's actually behind it.

For years, connected TV did one job: awareness. It was bought on reach and frequency, often upfront at fixed rates, with no way to tie an impression to an outcome. Now measurement has caught up and supply has flooded in, so the same channel can be linked to installs and conversions.

To cover all this, we've got Matilda Lindström, Associate Sales Director at Dataseat, talking to tech journalist David Murphy at Business of Apps New York about connecting CTV with mobile user acquisition.

Matilda explains what changed to make performance possible on CTV, why so many CTV tests look like failures when they aren't, and how MMP attribution settings can decide a campaign before it starts. She also covers second-screening and where to begin if you've never run CTV for performance.

If you work in user acquisition, app marketing, or brand media, this is a clear look at how to run CTV and mobile as one strategy.

Today’s topics include:

• What performance CTV means - still a great brand channel, but now measurable and optimizable in real time
• Measurement and supply - MMPs support CTV attribution, and free ad-supported streaming has pushed inventory ahead of demand
• Programmatic buying - bidding into inventory, shifting budgets mid-campaign, and capping frequency across publishers and placements
• The organizational challenge - CTV sits with brand teams, UA with mobile teams, each with different KPIs
• Attribution settings - probabilistic IP matching and MMP defaults that can make a working campaign look like it isn't
• A unified CTV and mobile strategy - second-screening, and a Sunday-night TV ad that pays off with a Monday-morning install
• Where to start - keep direct brand buys, scale programmatically, and check your MMP's CTV windows and prioritization

Links and Resources:

• Matilda Lindström on LinkedIn
• Dataseat website
• Business Of Apps - connecting the app industry

Quotes from Matilda Lidström

"I don't think that we should shy away from the fact that it's a great brand channel. That part hasn't changed. What changed is the ability to measure and optimize in real time."

"You might look like the performance is not working at all, but it's actually not a performance issue. It's a settings issue."

"I think that the most disappointing CTV tests are the ones that were decided by settings that no one looked at."

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Business Of Apps - connecting the app industry since 2012