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Halo Effect in Connected TV

What are the best practices for conducting an incremental lift measurement study to assess this impact accurately?

Other videos in Best Practices with CTV metrics

Identify your strategic audience

Why to concentrate on big screens?

Best practices for using unique user data to understand audience diversity and personalize content

The importance of video length and format in OTT advertising

How to calculate the optimal frequency for driving conversions without overexposing the audience?

How can advertisers effectively isolate the lift and impact of CTV advertising, considering its halo effect on other channels?