Household Reach
Checking geographic coverage for Australian campaigns
Compare Australian service areas with CTV location controls, eligible TV inventory and geographic reporting.
Desk
Measurement Desk
Looks at household exposure, response paths and how CTV effects are tested.
Media Planning
Choosing a streaming campaign objective
Choose one primary streaming campaign goal and match awareness, consideration or action to an appropriate measure.
Media Planning
Choosing contextual programmes or audience segments for CTV
Choose between CTV content context and an audience segment by checking message fit, data quality and eligible inventory.
Media Planning
Choosing whether a CTV campaign should be repeated
Use the original objective, delivery quality, measurement coverage and next-flight cost to decide whether to repeat, revise or test a CTV campaign.
Incrementality
Comparing completed views with business outcomes
See what a CTV completion rate can establish, how to compare it with enquiries or sales, and which conclusions need stronger evidence.
Household Reach
Comparing CTV reach with existing television coverage
Compare CTV and existing TV reach using matching audiences, dates and units, and check whether an incremental-reach estimate covers the actual buy.
Incrementality
Comparing exposed and unexposed markets carefully
Plan a CTV market comparison by selecting credible controls, checking the delivery contrast and reporting an effect estimate with uncertainty.
Household Reach
Comparing frequency across streaming publishers: a method
Publisher frequency reports are comparable only after their denominators match.
Incrementality
CTV attribution and incrementality
Understand what CTV attribution credits, what an incrementality test estimates, and how to use each result within its measurement limits.
Media Planning
CTV campaign budgets
Build an Australian CTV campaign budget with separate creative, media and measurement lines, comparable quotes and a qualified reach forecast.
Incrementality
CTV campaign measurement
Plan CTV measurement around delivery, estimated reach, completed playback and business outcomes, with the limits of each measure made clear.
Media Planning
CTV campaign reviews
Review a CTV campaign against its brief, delivery, spending, reach and original objective, then make a bounded decision about the next flight.
Incrementality
Deciding when a CTV creative test needs more evidence
Diagnose whether a CTV creative test needs more responses, more comparable delivery or a better measure before choosing a version.
Household Reach
Detecting CTV exposure saturation before increasing spend
Assess whether more CTV spend extends measured reach or mainly repeats exposure, while accounting for modelled identity and reporting delays.
Household Reach
Estimating a test campaign's reach with explicit assumptions
Build a bounded Australian CTV reach scenario from media cost, eligible impressions and average frequency, then check the seller’s forecast.
Household Reach
Estimating duplicated exposure across video channels
Define a common audience and period, obtain an overlap estimate, and calculate combined video reach without double-counting viewers.
Household Reach
Evaluating CTV household matching claims
Check a CTV household match claim through its denominator, identity method, validation and activation coverage.
Household Reach
Household reach versus individual viewers
Learn what household and individual CTV reach estimates count, how co-viewing affects them and what to check before comparing reports.
Household Reach
Matching a CTV audience plan to household viewing
Plan CTV audiences around household viewing by checking identity units, co-viewing, targeting eligibility and forecast coverage.
Incrementality
Measuring message recall for different creative openings
Compare CTV openings with a neutral message-recall question, pre-agreed scoring and a separate check of brand linkage.
Household Reach
Measuring repeated exposure within a household ID
To measure repeated CTV exposure, start with the reported identity unit and time window.
Incrementality
Measuring visits without attributing every direct session to CTV
Separate tagged QR visits, dedicated-address use and direct sessions so CTV reporting reflects what was observed.
Household Reach
Recording limitations in a streaming suitability report
Show assessed and unresolved CTV delivery separately, identify the content signal used and qualify the suitability result.
Household Reach
Reporting a CTV result when measurement coverage is partial
Show measured CTV outcomes beside eligible delivery, exclusions and unknowns without extending a partial finding to the whole buy.
Household Reach
Reporting CTV reach when household matching is incomplete
Report measured household reach alongside unmatched CTV delivery, with clear units, inventory coverage and no invented whole-campaign total.
Incrementality
Reviewing and comparing CTV attribution windows in reports
Audit CTV post-view and post-click windows, credit rules, event counting and data cut-offs before comparing attributed actions.
Incrementality
Separating CTV execution metrics from whole-campaign outcomes
Report CTV delivery against its brief, then assess the campaign’s chosen brand or business outcome with a separate method and clear limits.
Incrementality
Separating household correlation from causal sales impact
See what household CTV-to-sales matching can show, why exposed buyers may differ and when a control is needed for a causal claim.
Household Reach
Setting practical frequency expectations when identity is incomplete
Incomplete identity makes a strict “one household, one cap” promise unreliable.
Incrementality
Understanding the limits of CTV conversion attribution
Learn how CTV conversions are matched and credited, what coverage and windows change, and why attribution alone cannot prove sales impact.