Three New Truths about OTT Measurement

Below are three key advances in OTT and advertising measurement1 amp160OTT ThirdParty Measurement Is Ready for Primetime Third party measurement on OTT has evolved beyond guesswork and approximation OTT first grew around IAB VAST a common instream advertising protocol that allows a single ad response format across screens This framework guided OTT toward transparency and standardization allowing multiple means to measure the value of an impression amp160Today it is the OTT platforms with registration data about users that are bestequipped to enable this thirdparty measurement amp160For example Nielsen and comScore now provide reach frequency and GRP measurement for OTT at the campaign level amp160In addition the measurement of coviewing where more than one person is watching the TV screen gives brands the same metrics no matter how a campaign reaches the TVIn addition advertisers can quantify whether exposure to an OTT campaign drove site visitation store visitation or mobile app usage while TV networks can understand how a tunein campaign on OTT increased program viewership on both OTT and traditional TVThere is still more work to be done linking OTT to the rest of the digital and linear ecosystems but leading platforms have already built the bridge to get us there2 amp160OTT Viewing Is Now Mainstream TV viewers are getting harder to reach through traditional TV advertising amp160According to MoffettNathanson 17 of US households currently don39t have paytv services amp160At the same time OTT has grown rapidly amp160FreeWheel39samp160Video Monetization Reportamp160for Q1 2017 found that OTT jumped from 2 to 32 in total ad view share over the last four years surpassing desktop for the first time as the largest platform where premium video is viewedAdsupported content is the fastest growing OTT segment including viewership on TV Everywhere Digital Nativeamp160and Virtual MVPD channels Simply put brands that don39t follow the eyeballs are missing out amp160Audience analysis from Experian Acxiom and Neustar can help advertisers identify these viewers match to CRM listsamp160and integrate campaign targets into a media plan3 amp160Marketers can now quantify optimal spend on OTT by target It39s one thing to know that OTT viewership is growing it39s another to translate that into a media plan amp160The challenge is aligning reach frequencyamp160and cost by audience segment across platforms amp160Time spent using a device can help guide overall budget allocation amp160According to Nielsen OTT makes up 23 of average video viewing among adults 1834 more than double that of PC smartphone and tablet video viewing combinedOTT platforms with secondbysecond viewership data can then break out reach frequency GRPs and capping for different audience cohorts helping brands quantify spending by demo target and incremental reach to existing media plans amp160This gives advertising agencies an edge in projecting ROI and delivering measurable value to clientsThe possibilities of OTT make advertising more exciting today than ever before amp160Advertisers that demand rigor and standardization from their OTT media vendors are already reaping the benefitsClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Three New Truths about OTT Measurement

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Dan Robbins

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