CMO Strategies: Advertisers weigh success metrics and challenges on ad-supported streaming platforms

This is the fifth and final installment in Digiday’s multi-part series covering the top ad-supported streaming services and part of Digiday’s CMO Strategies series.

The first installment provided an overview of the various platforms’ offerings, including pricing and plans, ad options, and new ad formats, along with our methodology. The second installment examined which platforms receive the bulk of marketers’ ad budgets and ad placements. The third installment uncovered which ad attributes matter the most to marketers. And the fourth installment looked at which types of first-party data are most important to marketers for ad targeting on streaming platforms.

Brands and agencies consider a range of metrics to measure the success of the campaigns they’re running on ad-supported streaming platforms — everything from engagement/watch time to impressions to click-through rates. 

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