Changing the way brands think about CTV advertising

About

Sophisticated Connected TV Advertising

When we launched Flip in 2019, the ability to track conversions on one device that were driven by impressions on another device, was a new and novel concept. Short of alternatives on OTT, advertisers had turned to video completion rate or plain old reach numbers as their measure of success. Well, fast forward through a pandemic full of streaming, and much of the industry continues to use reach or VCR as their primary benchmark, but conversion-based KPIs on CTV campaigns are no longer uncommon.

But here’s the catch, a cross-device conversion is just our first step in a much larger aim, it’s just a means to an end. And that end is Flip: a CTV platform that shows the impact of every variable on any KPI—from survey-based lift, to direct ROAS, to incremental sales lift—and then uses these insights not just to deliver on a ROAS or CPA goal, but to make a tangible impact on a brand’s bottom line.