OTT Metrics, Viewability And Fraud Pose Ongoing Concerns

by Wayne Friedman , August 2, 2017

OTT measurement remains an issue going forward.

In a recent study, Comcast’s FreeWheel, the digital/streaming video ad business for TV networks, notes that one of the major obstacles is that neither Nielsen nor comScore measure all OTT platforms -- giving adequate scale to marketers.

The study also says there are ongoing issues over viewability and fraud.

There are some alternatives, according to FreeWheel: Building audiences based off of user device ID and/or consumer IP address. With regard to viewability, it lists ad completion view rates as an alternative. When it comes to fraud, it says custom traffic analysis can solve some problems.

“Advancements in OTT measurement are rapidly emerging, especially through programmatic channels,” notes FreeWheel.

The study also says three-quarters of the audience for all advertising views on over-the top TV platforms is within the traditional TV 18-49 demographic. The largest portion of that group -- 56% -- come from Millennials 18-34; 27% are from Gen-Xers ages 35-54; 13% Baby Boomers 55+; and 4% Gen Z, those 13-17 years old.

These results are from Nielsen Digital Ad Ratings of audience composition by TV show on desktop and mobile devices, “extrapolated” to OTT, based on the show mix of OTT devices.

OTT viewing skews much younger than traditional TV viewing -- with the median OTT age of 31, compared to traditional TV at 54. OTT homes have a higher median income than those with traditional TV -- $61,200 to $51,500. These findings are from the Nielsen NPower May 2017 database.

OTT set-top box devices and tablets each have the highest “authenticated” ad views -- each totaling 69% of ad views generated by viewers who logged in. FreeWheel says: “OTT audiences usually authenticate themselves as humans, often through a cable, satellite or ‘skinny bundle’ subscription.”

OTT set-top devices -- Roku, Apple TV, and Chromecast, for example -- get 43% of their ad views from live video viewing; 52% from full-TV episodes, and 5% from video clips. Gaming consoles are 18% live; 53% full episodes and 29% from video clips.

Smart TVs get 78% of their ad views from full TV episodes, 17% from video clips, and 5% from live viewing.

ad fraud, metrics, ott, tv, viewability

2 comments about "OTT Metrics, Viewability And Fraud Pose Ongoing Concerns".

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rodolfo cavalcanti from On & Off Network, August 3, 2017 at 2:44 p.m.
Has aomeone adopted it?
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Christopher OHearn from 3M3A, August 8, 2017 at 7:03 a.m.

"...neither Nielsen nor comScore measure all OTT platforms..."

Wouldn't it be slightly fairer to say that OTT platforms and services haven't exactly gone out of their way to be measured by providers like Nielsen or ComScore.

As with Facebook and online platforms, if they want the advertising dollars then agencies and clients should be demanding that they take part in independent and transparent measurement validation. If not then complaining about fraud and viewability is like sending money to an email scammer and then being surprised you didn't get the millions you were promised.