As TV advertising has expanded and advanced TV has emerged in all its glory, measurement has become more challenging. The good news is that Sky have produced a tool to help manage the measurement of total TV viewing, CFlight.
This is a huge advancement, and the broadcasters will be collaborating on the project to deliver the detail that advertisers have been seeking regarding advanced TV advertising.
Currently, there is no single point of measurement for BVOD, in the way that BARB measures all linear TV.
Currently there are two distinct means of measuring total TV campaign delivery: BARB for the linear, one-to-many ad delivery, and the broadcasters’ own census level first party data for the advanced TV advertising.
When an ad server sends out an ad to be played within a piece of content, it will receive a signal back to confirm that the ad was delivered as intended and that the ad played out. Each broadcaster is therefore able to trade their available ad inventory using their own return path data, without the need for panel-based measurement.
Calculating total exposures is relatively straightforward as long as you have an idea of the average numbers of viewers per view for BVOD or AdSmart machine-based impressions. But trying to determine the total reach of a campaign is much harder as you must have a means of assessing who has only seen the ad on linear TV, who has only seen it via BVOD or AdSmart, and who has seen it across both.
Sky has developed a very sophisticated means of measuring total reach and frequency across their linear and VOD offerings. In partnership with audience measurement experts RSMB it can not only provide a like-for-like measurement of ad exposure (as in a people-based measure of who saw an ad that had played all the way through from start to finish), but also estimate total campaign reach and frequency across both their linear ad delivery and the ad delivery of all their on demand platforms, including Sky Go and third party broadcasters who Sky sell on behalf of, such as Discovery and Viacom.
The CFlight methodology uses ad server impression level data, alongside viewer per view factors of how many people on average are in front of a screen in order to create a measure of people rather than machine impressions. By then breaking down the ad delivery into 100s of distinct groups, such as people watching on Sky on demand or people watching on Demand 5 via Samsung Connected TV sets etc., they can start to build a picture of who’s been exposed and the likeliness of the potential overlap of ad exposure between these groups.
It combines this raw ad server data with linear TV spot data from BARB across a similar set of universes to assess the most probable incremental levels of reach that will have been delivered by VOD across the whole campaign.