The Royal Wedding – Viewed Everywhere

According to Paul Lindstrom, Head of Research and Analytics, Tunity, it seems that no matter where you were on May 19, 2018 at 6am, you could be watching the Royal Wedding. 

Data from the Tunity app, which captures opt-in out of home audio, revealed that people made a special effort to view the wedding even if they were not home at the time.

Charlene Weisler: What data do you have that represents out of home viewing for the Royal Wedding?

Paul Lindstrom: I was interested in seeing the Royal Wedding impacted overall OOH usage in locations like gyms, restaurants, offices etc and saw that total OOH usage as measured by Tunity for May 19th from 6A to 9A indexed at 249 versus the usage for the same period from the previous week indicating a special effort to view. I next looked at viewing to individual networks carrying the event. While the overall usage gain was impressive, the individual networks were even more so. CBS indexed at 867, NBC at 721, ABC at 680, and CNN at 303. PBS and BBC America were not included in this measurement. In total the Royal Wedding had 86% of the total OOH audience 6A-9A. Audience for all of the networks peaked at approximately 7:45 AM.

Weisler: How was this data collected and parsed?

Lindstrom: The data was collected using data from Tunity’s app which allows users to scan a linear channel appearing on a video screen in an OOH location and subsequently stream the audio signal. The video scanning allows us to see tuning to sets that are muted and those in areas with ambient noise (which is most crowded locations). This cannot be done using audio techniques which count viewing to these channels as if it did not exist (which with audio it does not). The data is collected and reported as minute by minute tuning data. Minutes are averaged to provide average daypart and program audiences.

Weisler: What conclusions are you getting from this data?

Lindstrom: I have concluded that OOH should be looked at as separate from and not merely an extension of the in-home audience.  In an in-home environment, whether in your own home or a guest in someone else’s, there may be hundreds of channels available covering the full scope of channels in distribution, any of which can viewed.  In an OOH environment, the channels that are available to be viewed are limited and curated by the venue. The channels that get coverage within the venues will get much larger shares than they would have in-home.

In some ways the viewing environment is similar to in-home from when I first started with Nielsen. There was limited channel selection (three networks maybe an independent and PBS) and cable was perhaps 25%. The three network share in prime time was 90. No one would think to look at in-home viewing today and use it to predict what in-home viewing was like when I began. In the same way no one should look at in-home usage today and try and figure out what is going on OOH.  It is not surprising that big events like the Royal Wedding could pull such big shares. We see that it is not uncommon at all for major sporting events such as the NBA Playoffs to garner greater than 50% of the OOH viewing for the time they are on. I think that there is a need for a new paradigm for usage in OOH locations.

This all also becomes more complicated because In-home, we are able to physically change channels and this is currently measured in a variety of existing ways. In a multi-screen OOH environment, however, we change channels by moving our heads and shifting our focus and attention. Any measurement of OOH video usage needs to be able to differentiate between what you can hear and what you choose to watch. Attention needs to be a part of any OOH metric.

Lastly, more than half of the OOH viewing that occurs is with muted TV.  Often in a location, there are multiple TVs showing different channels and, at most, one of these will have sound. Based on that assumption, if there are three or more channels available, 65% or more will be muted. If viewing is picked up using audio methods then 65% of the time it would be to the wrong source or difficulties picking up the signal where there is significant ambient noise. It is not surprising when more than half of the tuning is missed with current audio methods. OOH viewing of linear channels is currently unreported or severely under-reported. Many researchers feel if something is not measured it does not exist.

Weisler: How did the royal wedding performance out of home compare to other programs you have monitored like sports? What programs in the same time period?

Lindstrom: Events like the Royal Wedding are special occasions. They not only draw substantial interest but they are available on multiple channels.  It is unlikely that there would have been very many locations that were open that would not have been showing at least one of the channels. Coverage would be key. There are also not too many major events on at those hours. As Tunity continues to generate information I expect that we will have more to compare. As a rough point of comparison the Wedding did approximately the same size audience as the NBA Semi-Final Playoff games and did it at 6-9 in the morning which is time when a sizable portion of the potential sets were in locations that had not yet opened. It was impressive to me.

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OTT DR, While New, is Part of the Full TV Ecosystem. Interview with Dish’s Scott Berger

Just like the television marketplace in general, DR advertising is evolving at a rapid pace. Scott Berger, General Manager, Direct Response and Paid Programming at DISH Media Sales, see DR, whether via linear or OTT, all part of the ecosystem.  “Whether it’s delivered by a satellite or over the internet, it is TV,” he explained, “We approach OTT in the same way we do traditional television. Jumping into OTT is like partnering with an MVPD—you can buy a broader rotation if needed or layer on targeting through an audience-based buy.”

I have to admit that OTT DR is a new concept for me and so I reached out to Scott for more information:

Charlene Weisler: How new is OTT DR in the marketplace and how is it pacing?

Scott Berger: Buying live and on-demand content over-the-top is still relatively new. Since dynamic ad insertion was enabled at the end of 2015, we have seen the number of advertisers grow rapidly as more inventory becomes available. Viewers are moving over to OTT and advertisers follow eyeballs. I expect that advertising on OTT will eventually become mainstream as traditional Pay-TV declines.

Charlene Weisler: Please talk about the attribution chain in OTT DR. How does it work and what does it provide an advertiser?

Scott Berger: OTT provides extensive post-campaign measurement that allows advertisers to track reach and frequency, Impressions, Network and device performance, video completion rates as well as access custom measurement opportunities. Brands that take advantage of addressable opportunities across OTT benefit from longer attribution windows and access to more robust ROI reporting. Consumer behavior is changing – people are picking up the phone to purchase less and less. When is the last time you saw a 1-800 number and picked up the phone? With addressable, we have factored in longer purchasing processes with attribution windows from 30 – 90 days that take into account in-store purchases, website traffic, etc.

Charlene Weisler: What data can you collect and merge?

Scott Berger: To enhance the intelligence within our DISH and Sling TV subscriber data sets, we have partnered with the industry’s major data providers, from the more general analytics companies, like Experian and Acxiom to specialized data vendors, such as Polk and NCS.  Our targeting capabilities include, household demographics, 3rd Party Data, such as Purchase Behavior, Lifestyle Behavior, or conquests, as well as first party data including Customer List Matches, Promotional Sign-ups, Direct Mail Lists, or Loyalty Programs. Specific to the programmer category, we’ve developed in-house tune-in models to drive viewers to a program using anonymized viewership data and 3rd party segments.

Charlene Weisler: How do you guarantee privacy for consumers?

Scott Berger: Personally Identifiable Information is not released to advertisers. We use industry-standard encryption and technologies to keep personally identifiable information anonymous.

Charlene Weisler: What is the value proposition for OTT DR and does it vary from linear DR, from programmatic, and from data driven advertising? 

Scott Berger: DR advertisers can no longer rely solely on traditional TV to drive action among their consumer base. Due to the increasing numbers of cord-cutters, linear TV buys are reaching fewer viewers and ads are not seeing the responses they once did. OTT services, like Sling TV, that offer live and on-demand programming give marketers the ability to serve ads to these hard-to-reach viewers and close the cord-cutting gap. They also combat common digital pain points like ad fraud, blockers and low completion rates by delivering a true television experience to the consumer – just without the cord.

On OTT, ads are served via dynamic ad insertion (DAI) and only air when the viewer’s device is on. With traditional non-targeted linear advertising, brands can only hope that their target demo is watching a specific channel at a certain time. With OTT, DAI finds the viewer and delivers the ad only when they’re watching content—therefore increasing the value of impressions served.

Charlene Weisler: How is the latest technology helping OTT DR? (Like the use of pixels)

Scott Berger: New attribution data such as pixels and mobile location data have allowed DR advertisers to more effectively close the loop on addressable campaigns. A brand can now send a 1:1 message to a Sling subscriber and determine whether they went online to purchase or walked into a store. 

Charlene Weisler: Where do you see DR in general in the next three years and how large role will OTT be in that?

Scott Berger: It’s audience-based buying across live premium content. DR advertisers focus on who their audience is and find that audience regardless of where they are in the live stream. Over the past three years, we have been in the live OTT marketplace essentially alone. In the past year or so, we have seen more players enter as live sports and live news drive viewership.

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Data-Driven, Audience-Based Buying and Beyond: ARF ConsumerxScience 2018

Every year, the Advertising Research Foundation (ARF) holds its conference for media executives, ConsumerxScience.

This year, the conference focused on cutting-edge trends in advertising research, such as commercial length and audience segmentation, as well as the ethical boundaries of using data for audience-based buying.

With the Cambridge Analytica scandal fresh on everyone’s minds, ARF President and CEO Scott McDonald noted that while science has always been a top priority at the ARF, “a single-minded focus on matters of fact can still leave us blind to the ethical implications of our work.” Values, rather than data-driven facts, “arise from some shared understanding of what we regard as right, as ethical, as decent or fair.” The business of data-driven audience-based buying must find ways of balancing science with ethics.

Here are the main takeaways around audience-based buying for TV and upcoming trends across the industry spectrum.

TV Research Initiatives
“There is a greater interest in trying out new things and doing things differently for television,” noted Horst Stipp, executive vice president of global business strategy at ARF.

Read the full article at the Videa Blog.


Takeaways from CIMM’s 2018 Cross-Platform Media Measurement Summit

The Coalition for Innovative Media Measurement (CIMM) is on a mission—specifically, to facilitate an industry-standard form of cross-platform measurement. Stakeholders gathered at the Cross-Platform Media Measurement Summit this past February to discuss the pivotal issues in this area and present next steps toward achieving generally accepted standards. While some progress has been made, “There is still more work to do,” according to the organization’s managing director and CEO, Jane Clarke.

CIMM Mission and Manifesto
Keeping ahead of media technologies, maintaining the dialogue between frenemy companies for universal coding, and managing industry change are all part of CIMM’s ongoing attempt to improve cross-platform standards and bring more granular measurement to TV.
Currently, CIMM proposes that the TV advertising industry:
  1. Continue to foster competition among research and technology companies
  2. Support audience currency standards accredited by the MRC (Media Rating Council) for programming and advertising
  3. Measure as passively as possible...
Read the full article on the Videa blog.


XACTV Taps Into IBM-AI to Build a Linear National TV Service

Just a few years ago, use of the word 'linear' was redundant when describing network television viewing. Today, with expanding over-the-top and On Demand viewing options, linear is increasingly becoming a synonym for premium. Sports, news and entertainment viewed in real-time delivers audiences that conform to traditional standards and metrics.

The continuing decline of monetizable inventory available to networks is driving up CPMs, which are again expected to approach and pass double digits in this year's Upfront market. To capitalize on this reality by meeting marketers' and agencies' needs for linear viewers at efficient costs-per-thousand, has tapped into the IBM cloud and AI technology to "aggregate, optimize and track local broadcast programming to deliver a national footprint while creating cost efficiencies," says XACTV Vice President and Managing Director, Melissa Moschetti (pictured below). "Essentially," she explains, "we have created a national unwired local broadcast television buying capability."

While unwired networks are not new, and other companies tap into local inventory for aggregated packages, the XACTV software and platform is designed to link local inventory with buys that are guaranteed and measured by Nielsen, offering national scale representing 80% U.S. coverage.

"National ratings are declining, ADU weight is artificially inflating demand and impacting availability, and costs are going up," stated Moschetti. "We developed a national platform using local inventory in both local and national programs to help advertisers navigate this marketplace more effectively and efficiently." Moschetti's mission is to better leverage the value of local linear television.

XACTV's data scientists are applying digital strategies and data models to linear TV, using AI technology to optimize inventory against specific KPIs. The platform analyzes data patterns to refine plans across a spectrum of local broadcast station inventory and deliver competitive national CPMs.  XACTV utilizes Nielsen age-gender impressions and ratings (reporting on NTI or aggregated NSI performance) and includes data to enable greater targetability. "The goal is to continually expand and refine the range of datasets used in the platform to further enhance our measurement capabilities, attribution and ROI targeting," Moschetti points out. "And in all cases this data adds to the understanding of the customer who is watching linear television," she adds.

Unique Inventory Packaging Opportunities
Moschetti believes that the greatest values offered by XACTV are the ability for a national advertiser to reach locally engaged audiences and broaden reach with ease of implementation. "There is valuable local inventory with strong ratings such as local news and talk shows. We package that inventory with related network inventory, delivering expanded reach with scale and greater engagement in a seamless schedule and with greater cost efficiency. "It's the perfect solution for agency buyers who are confronted with higher CPM demands and challenges in delivering targeted reach goals. We are seeing growing commitments from advertisers who use XACTV as a complement to their national buys, and it lends to greater flexibility in the Upfront marketplace," noted Moschetti. 

She also points out that the number of alterative options open to agencies and advertisers requires XACTV to deliver a frictionless planning and buying experience. "Certain aspects of buying and selling require manual insertion and computation, which continue to cause friction in the marketplace.  Excel spreadsheets are outdated and take time away from analysis and negotiation," says Moschetti. "XACTV is an automated platform so that the business of television can focus less on the manual mechanics and more on delivering better results for advertisers."

Future Priorities
Moschetti, whose background is in local planning and buying with Active International, believes there will be accelerated exploration into cross platform video targeting data, which will ultimately benefit the linear TV marketplace and enable improved attribution measures. She promises, "XACTV will evolve our machine learning technology to automate additional areas of the planning and buying process, with the goal of delivering the right inventory to reach the right consumer at the right time.

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Less Secret Every Day: ACR and Logistics at the Secret Society Meeting

The Secret Society, established in 2015 by Mitch Oscar, an advanced television strategist with USIM, was created to inform industry leaders about the advanced TV landscape, addressability, and data-driven advertising. 

Each annual meeting is designed to bring forward pertinent issues within the industry, such as attribution, targeting with data, and other trends and initiatives. Here we dive into two focal trends: automatic content recognition (ACR) and logistics.

What Is Automatic Content Recognition?
ACR is a content labeling protocol that enables the tracking of a piece of content across all platforms. Alan Wolk, co-founder, editor, and lead analyst at TV[R]EV, stated that while automatic content recognition “functions off smart TVs,” it’s also present in smartphones and other mobile devices.
There are two types of automatic content recognition: video and audio. Video captures pixels from a screen and then matches those pixels to others off-screen or on other content platforms. Audio runs off apps, listening to what’s on the TV and then performing the same comparison across other platforms.

Read the full article on the Videa blog.


Using Blockchain in Media Sales. Interview with Dashbid CEO Rodger Wells

Data-driven advertising is a huge business and the need for accountability has never been greater. The advent of blockchain is being used by more companies to insure that the advertiser message is reaching the right consumer. 

Rodger Wells, CEO of Dashbid, has constructed his business with that issue in mind after gaining experience in digital marketing and sales. “I entered the digital media world in 2005 at JumpTV. Then I moved from JumpTV to ooVoo and built an ad-powered video chat company with over 150MM users before I was recruited to DashBid,” he explained.

Charlene Weisler: Give me a short description of Dashbid.

Rodger Wells: DashBid began as a supply-side platform (SSP) for video advertising. We have evolved over the years to become a platform built on blockchain allowing advertisers, viewers and publishers to  benefit from advertising transactions via open ledger visibility and value transfer among all constituents in the advertising value circle.

Charlene Weisler: How do you use blockchain technology?

Rodger Wells: We use blockchain as both a value transfer mechanism and a reconciliation tool for publishers, advertisers and viewers. We see this changing greatly in the coming 18 months as we create the blockchain on which advertising will operate.

Charlene Weisler: How do you see blockchain technology impacting media in general?

Rodger Wells: Blockchain will provide a level of accountability and transparency in media that has never before been attained. Digital advertising is estimated to be a $107B business in 2018. With so much money at stake, the opportunities for fraud and poor performance abound. By using blockchain, it becomes possible to have a transparent trail of events which will expose fraud and poor performance. Although fraudsters will continue to target the pool of money, blockchain systems such as PreVUE will make it increasingly difficult to succeed.

Charlene Weisler: What is the relationship you develop between a consumer and an advertiser?

Rodger Wells: The advertiser has always sought interaction with the consumer. Historically this was achieved through publishers who sold these consumers to advertisers. We are now facilitating a method for consumers to take back ownership of their virtual identity and sell themselves directly to the advertisers. Ownership of personal data is what makes PreVUE most valuable. Giving audiences the ability to set boundaries on their data as well as easily see where it has been used, or misused, is a new arena. No longer will we have to “trust” third parties with our personal data sets. Giving this ownership back to the individual enables personal protection of property at an entirely different level.

Charlene Weisler: How do you see the sales funnel changing?

Rodger Wells: We see a simpler, more reliable way for advertisers and viewers to interact directly while providing increased benefit to publishers through more valuable, engaged audiences. Transparency, accountability and engagement will be more important, focused and required than ever.

Charlene Weisler: Where do you see messaging, advertising and sales going in the next three years?

Rodger Wells: I think the power of data ownership will shift back into the hands of the viewer. For too long our virtual selves, the data set that is “us” online has been controlled and owned by others. This leads to abuse that we don't even realize we are participating in. We’re only now seeing the impact of this data, and how it can be used against our will, with the Cambridge Analytica story, followed by Cubeyou this weekend. Only through ownership of our own virtual self will we ever be able to truly control its use.

Charlene Weisler: What words of advice would you give a consumer today?

Rodger Wells: Be cautious, always remember that the internet is forever but don't let it stop you from trying new things. Just be sure you understand what consent you are giving to providers.\

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