Digital media data and analytics company DoubleVerify has received accreditation from the Media Rating Council (MRC) for Video Viewable Impressions for connected TV (CTV). The company says this will help identify issues with advertisements that have run or played when TV sets are off. DoubleVerify research shows that over one in three impressions can be found to “fire” ads when the TV set is turned off. The company estimates this has resulted in $1 billion in wasted advertising spend in CTV annually. In 2022, GroupM and iSpot found that 8% to 10% of ad impressions on CTV played when the TV set was off. The MRC accreditation for Video Viewable Impressions expands its accreditations list for its CTV pre-bid data segments that includes “property-level brand suitability, contextual and fully on-screen segments”. Previous MRC accreditations for the company’s connected TV include display and video impressions, video-completion metrics, pre- and post-bid invalid traffic filtration and property- or app-level ad verification (brand suitability) measurement in nine languages and related viewability metrics in the connected TV (CTV) environment. DoubleVerify first earned MRC accreditation in February 2013.
Following years or analysis and months of vetting, the Media Rating Council has released an update of the invalid traffic (IVT) guidance for third-party measurement firms used by advertisers to avoid buying fraudulent ad inventory. The update, which began when the MRC began considering the impact of various browser and publisher privacy compliance updates a few years ago, expanded into other areas including new variants of domain spoofing, as well as property-level reporting due to the explosion of new questionable forms of publishing, especially so-called made-for-advertising (MFA) sites. The full update can be reviewed here, but the new guidance already is raising questions about the need for further updates to deal with the rapidly blurring lines of digital publishing, including AI-generated sites that may not technically trigger the MRC’s objective IVT criteria, but may eventually require some form of qualitative ones. “What we’re saying is ‘Report the IVT to allow the buyers to look at that, but as far as the qualitative aspects, we’re not taking a position on that yet,” explains MRC Senior Vice President-Digital Research & Standards Ron Pinelli. “Maybe in the future, there might be some brand safety and suitability updates that focus on that, but there needs to more definition and discussion.” The most significant part of the new update is that the MRC is asking IVT detection and reporting providers to report invalid traffic not just on an impression level, but on a property level, as well. “So if a buyer wants to completely avoid those sites that pass a certain threshold, they can,” explains Pinelli, adding that the MRC constantly comes across new, ingenious forms of IVT through its ongoing audits of third-party detection providers and publishers, and that the guidance needs to be an ongoing process. For example, what began as a consumer data privacy-related update several years ago grew to include new forms of domain misrepresentation, as well as MFAs, as the MRC dug into new invalid traffic tactics. By reporting the aggregate amount of IVT impressions data at a domain or property level, Pinelli says advertisers and media buyers will be better able to make their own qualitative decisions about whether to include or exclude them from their advertising buys.
Moving more fully into the TV/video marketplace, X, formerly Twitter, is starting up a smart TV app, according to a tweet from X CEO Linda Yaccarino, former longtime head of advertising at NBCUniversal. “This will be your go-to companion for a high-quality, immersive entertainment experience on a larger screen,” writes Yaccarino. “From the small screen to the big screen X is changing everything. Although the product is still in the development phase, Yaccarino says the X TV app will include: - Trending Video Algorithm, where users can stay updated with popular content. -- AI-Powered Topics, which organize videos by subject for a personalized experience. -- Cross-Device Experience, where users can start watching on one’s mobile phone, and continue on a TV set. -- Enhanced Video Search, offering content and improved video search. ---Effortless Casting, where search for favorite videos on the big screen comes from simple casting on mobile devices. -- Wide Availability. Yaccarino says the app will be coming soon to most smart TVs, and adds that she welcomes the X community sharing ideas about the proposed new product. The message also includes a familiar-looking smart TV navigation screen, with one video preview “box” featuring Tucker Carlson’s interview of Vladimir Putin as well as preview video box of the Musk-owned SpaceX rocket launch.
Paramount+ is the first official streaming partner of the National Park Foundation. The collaboration kicked off Monday, on Earth Day. The alliance means Paramount+ will financially aid NPF's mission to preserve more than 420 national parks and help Americans connect with their natural beauty. The network teamed with the Cartwheel & Co integrated-marketing agency to produce the live streams. Nnational parks imagery can be viewed on Paramount+ here and YouTube here. Paramount+ explores a new location every day this week, sunrise-to-sunset live streams of Yosemite National Park, Blue Ridge Parkway, Bighorn Canyon National Recreation Area, New River Gorge National Park & Preserve, Everglades National Park, Death Valley National Park and Zion National Park. Matt Aeberhard, a leading wildlife filmmaker, served as consulting producer. Throughout the year, Paramount+ will showcase new content and events designed to highlight our national parks. Puja Vohra, consumer marketing, Paramount+ and Showtime, said: "Through majestic live streams and enthralling content, we aim to inspire our shared multigenerational audiences to connect with America’s national treasures and ensure their preservation for future generations." The live streams are also featured in the Paramount+ "Earthly Adventures" collection, movies and series that celebrate Earth. They include Smithsonian Channel’s docuseries "Aerial America" and "David Attenborough’s Great Barrier Reef."
The NBA is looking at the next round of TV contracts -- which could in effect blow past that of the NFL's recent TV dealings in one regard: Streaming exclusivity. It could make streaming the principal TV process of viewership for fans, usurping that of linear TV. While the NFL does have streaming as a component of its TV deals -- exclusively with “Thursday Night Football” with Amazon Prime Video -- linear TV networks (Fox, NBC, CBS, and ABC/ESPN) are the main points of contact between the big professional football league and adoring fans. Reports suggest that the new NBA deal will include three separate packages and possibly four -- potentially to include Prime Video, Apple TV+ or others taking major positions -- including the possibility that as part of a long-term deal, platforms like Prime Video might have the exclusive rights to a NBA conference final, or possibly even an NBA championship series some time during the contract's duration. This would tip the scales in favor of growing streaming platforms. Analysts have assumed that live, linear TV would continue to be around for many decades because of live sports. But maybe not. One possible issue arising from more TV sports leaving linear TV is that not everyone in the U.S. has alternative means for digital access -- for example, pay TV technology into the home, or even broadband. So the reach of all potential consumers could continue to be an issue. Peacock recently tested the waters with an opening exclusive “wild card” AFC playoff game between the Kansas City Chiefs and the Miami Dolphins. Next season, Prime Video will get an exclusive NFL playoff game as well. The “exclusive” AFC playoff came amidst some controversy that some viewers could not see the game via over-the-air TV. Local Kansas City and Miami fans could still get to access the game via local TV NBC station affiliates, which helped to calm down the criticism. The process might continue in the near term if exclusive streaming games continue with the NBA. Longtime NBA TV incumbents such as ESPN and TNT surely will do all that is necessary to keep what many say is almost a mandatory, must-have sports league on their TV airwaves. But competitors NBCUniversal, Amazon and others are in hot pursuit -- looking to make a steal and run down the court for an easy layup.
Local journalism survives in the state of Maryland – but it has its issues, judging by a new study from the University of Maryland’s Phillip Merrill College of Journalism titled “Maryland Local News Ecosystem Study.” There are 176 outlets providing news or information in the state, but 39% doubt they can survive in two years without revenue growth. Six out of 10 have five people or less. Yet, in one hopeful sign, 20% of outlets increased their staff in the last two years, while 29% cut them and 51% stayed the same. Moreover, 70% said their digital audiences had grown in the last 12 months. And 75% are financially solvent, with nearly 60% saying they had been so for more than five years. In Baltimore, “despite the controversies over the changing ownership of the 187-year-old Baltimore Sun, there is a vibrant ecosystem of new and old outlets, including some feisty startups and strong, if challenged, outlets carrying on the tradition of the Black press." It is not clear if these trends are mirrored in other states, but they probably are, and this is a useful snapshot. As for journalism, of 1,450 stories examined, 69% were breaking news – largely about crime, local groups of people or announcements about local government. Of crime stories, 90% were breaking news, mostly from official announcements. The study notes as “newsrooms cut back, press releases play a large role in what people in Maryland learn about their communities.” However, another 21% were enterprise stories, based on ideas that originated in the press room. These were largely on topics such as entertainment, food and the arts. What do publishers want? “Just under half said their first priority would be more reporters, but another half identified other needs – digital skills, more business people, and better tools and skills for understanding their audience," the study states.