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  • Article

Concurrent Track Panel Discussion: Innovation in Video Measurement

John-Michael Del Valle - Head of LiveRamp TV Specialist Team, LiveRamp

Justin Fromm - SVP, Head of Research, LG Ads

Brian Fuhrer - SVP, Product Strategy & Thought Leadership, Nielsen

Bob Ivins - Chief Strategy Officer, TVSquared by Innovid

Jon WattsManaging Director, CIMM MODERATOR

Key Takeaways

  • As a takeaway from the presentations, Brian Fuhrer (Nielsen) indicated that we have to lean in “beyond linear" television due to all the opportunities in measurement beyond traditional linear television.
  • Justin Fromm (LG Ads) noted the challenges in measurement in the new viewing ecosystem, indicating that everyone's approach to these new viewing habits is slightly different. He pointed to all the digital measurement capabilities we currently have, and the need to process the data at a more granular level.
  • Brian, pointing to ACR and set-top-box, noted that each data source has its challenge but putting them together in an effective way is critical for better audience measurement.
  • Regarding live streaming, John-Michael Del Valle (LiveRamp) noted challenges from fragmentation and access to one-to-one impression-level data.
  • Brian noted that while content may derive from a linear platform, people are consuming content across multiple platforms and services. The measure of success will be measured via multiple platforms.

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The Cross-Platform Measurement Shift: Content to Ad Exposure

Bob IvinsChief Strategy Officer, TVSquared by Innovid

Key Takeaways

  • Consumer behavior has changed, they are not only in charge of what to watch but increasingly when, where and how to watch, creating a huge difference in the way television is measured.
  • The transformation in television has been driven by shifts in viewership, audience fragmentation, new and emerging platforms, along with new currencies and metrics. Currently, there are no accredited currencies in the marketplace regarding these changes.
  • Key components of cross-platform measurement include cross-channel (such as linear TV or CTV), cross-screen (such as the device the ad is viewed on) and the platform the ad is running on.
  • How and what to measure "in the era of converged TV" depends on the KPIs established, and a portfolio of metrics an advertiser can use when measuring ad success.

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ACR Data Uncovers the Inefficiencies of Linear TV Ad Delivery

Justin FrommHead of Research, LG Ads

Key Takeaways

  • Linear TV still remains an important medium for advertisers, given its strength in reaching a large number of consumers in a small amount of time.
  • Linear TV ratings have declined by 40% - 60% over the last seven years. Those who watch linear TV often see the same commercials with great frequency. This shows the challenges advertisers face with linear television audiences, underscoring "why the focus is on incremental reach."
  • When the linear TV audience is analyzed using LG Ads’ ACR data it shows that the linear television audience is not homogenous, and behavior varies dramatically among viewers.
  • Changes in viewing behavior indicate reaching "incremental audiences" should also include linear TV along with CTV.

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Breaking Down the Garden Walls of Streaming vs. Linear

Brian FuhrerSVP, Product Strategy & Thought Leadership, Nielsen

Key Takeaways

  • Streaming is growing and evolving: viewers’ use of streaming services continues to increase, and it is changing.
  • Nielsen finds strongest growth in Linear Streaming, which now accounts for 11% of total streaming.
  • Linear streamers are somewhat younger than users of traditional TV platforms and tend to watch more than users of AVOD.
  • Apps make access to traditional TV easier for many viewers, and they offer new digital content for advertisers.
  • As a result of the increase in streaming competitors—more SVODs, more AVODs and more FASTs—the streaming universe is now fragmenting too.

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Understand the Impact of Your TV Viewing Data Source

John-Michael Del ValleHead of TV Specialist Team, LiveRamp

Key Takeaways

  • When measuring linear television using solely ACR data, up to 50% of attributed conversions may be missed.
  • In smaller campaigns based only on ACR data, both reach, impressions and frequency are underrepresented in linear television, pointing to the data based on STB as having higher accuracy rates.
  • Combining ACR data and STB data, particularly in multi-screen households, provides more accurate reach and frequency reporting, closer alignment to Nielsen results, a more definitive view of CTV/OTT reach extensions, more reliable insights and attribution reporting.

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