This practical guide is built for performance marketers tired of chasing impressions and ready to demand ROI from their OTT and CTV campaigns. It reframes the conversation around measurable outcomes- installs, engagements, and retention, not just ad delivery.
The guide opens by outlining the real-world challenges of OTT: platform fragmentation, lack of unified install tracking, and poor visibility into view-through conversions. These gaps result in inflated CPIs and missed growth signals. Apptrove positions its solution around closing this loop- connecting ad exposure to in-app outcomes across screens.
From here, the guide walks you through the mechanics of OTT Attribution and CTV Analytics. It demystifies how to link smart TV ad views with mobile installs and then track user behavior through to retention. It’s not just about ad exposure; it’s about building a measurable path from screen time to install time to lifetime value.
The metrics section is where strategy gets sharp. You’re introduced to performance KPIs like View-Through Attribution, Cross-Device Install Tracking, and Geo-Based LTV. These metrics replace vanity indicators and offer the granularity modern campaigns demand.
Finally, the guide delivers an executive roadmap: segment smarter, track deeper, and optimize campaigns based on real behavior, not assumptions. It encourages media teams to move beyond clicks and embrace full-funnel clarity with real-time install data, retention cohorts, and region-level insights.
If you’re spending on OTT and not sure what’s working, this guide offers clarity, benchmarks, and a direct path to smarter attribution. It’s performance marketing, rebuilt for the streaming era.
