A recently conducted joint study with TV ad measurement company iSpot “quantifies inflated Connected TV ad delivery counts” while sharing that, on average, between 8% and 10% of streaming impressions play when the TV is shut off, primarily through ancillary devices.
Now, WPP media investment group GroupM, home to notable analysts including Brian Wieser, has teamed up with various media companies across the advertising industry to create new standards in streaming viewability and Connected TV measurement.
From The Walt Disney Co. and Fox’s Tubi to LG Ads Solutions, NBCUniversal, Paramount, VIZIO and Warner Bros. Discovery, each has committed to working at an industry level with agencies, advertisers, and standards-setting bodies to create what GroupM calls “a streamlined measurement framework and set of best practices to ensure ads are only counted when delivered to screens that are on, with people in front of them.”
The effort follows GroupM’s focus last year in pushing for greater implementation of “Are You Still Watching” end cards to help address potential inflated audience counts. “That initiative was widely adopted by publishers and platforms … but does not fully solve the issue,” GroupM noted on Monday (6/13).
“The explosion of streaming is rich with opportunity to deliver smarter ad experiences across a wide variety of possible channels,” said Kirk McDonald, Chief Executive Officer at GroupM North America. “With any technological advancements, it’s our job to close the gaps so all avenues of ad delivery are verified. As responsible investment stewards of our clients’ media spend, this verification illuminates both the issue and the opportunity for our industry. Regardless of the medium, if an ad is running, we want and should be able to attribute, measure, and report that an ad was served and seen.”
The CEO of iSpot.tv, Sean Muller, added, “This approach to verifying CTV allows us to quantify a complex problem in a comprehensive way, yet more importantly provides insights and a pathway for solving an important issue for the industry.”
The Phase One study found that:
- On average, 8-10% of overall streaming impressions were delivered when the TV was shut off.
- 17% of impressions delivered only through CTV streaming devices such as dongles, gaming consoles, and sticks were delivered when the TV was shut off. Gaming consoles generally had lower rates of continuous play than dongles and sticks.
- Native Smart TV Apps—which account for about 50% of all CTV viewing1—had virtually no incidence of overcounts across streaming ad delivery.
- Depending on the configuration among the three components—TV make and model, streaming device and publisher app—the CTV impression overcount by publisher ranged from 2.5% to 15% across all CTV streaming activity.
“One of the most important findings was that there are dramatic variances in rates of continuous play, driven by the combination of TV set model, streaming device, and publisher app being used,” said Adam Gerber, Executive Director for Investment Strategy for GroupM U.S. “This is one of many measurement challenges facing the industry as consumption continues to fragment across device, time and location. These realities make a unified industry initiative to set standards and measurement solutions that much more urgent. It is part of a larger need to ensure that measurement accurately reflects the number of people who have the opportunity to see an ad.”
Also chiming in on the results is LG Ads Solutions CEO Raghu Kodige. “As one of the leading providers of streaming ads globally, we are not surprised to hear of this problem, and will continue to work with our TV OEM peers to address it,” Kodige said. ” For our part, given the complete integration of the TV itself, the TV operating system (webOS), and our automated content recognition technology, we have full visibility into when ads are delivered and whether or not the TV was on. And given our streaming services are all app-based, whether LG Channels or any other streaming app, we have full confidence in the viewability of the ads we serve.”
GroupM and iSpot evaluated hundreds of millions of aggregate and anonymized CTV impressions delivered across 20 million Smart TVs, various platforms and publishers between January 1 and June 30, 2021. The analysis was restricted to ad buying through programmatic channels, using a single Smart TV manufacturer’s automatic content recognition data as the underlaying match. iSpot verifies CTV impressions using various factors, including input source and its own proprietary system for verifying ad and content play directly on TVs.
The study was conducted to obtain top-level insights about a complex technology problem and to develop methodologies for establishing benchmarks on which the buy and sell-side can transact with confidence. The full extent of the findings, including performance metrics for platforms, publishers and specific devices, will be shared privately with respective companies for the purposes of exploring methods for solving technical issues and agreeing to standards suitable for each unique platform.
GroupM and iSpot are partnering to run ongoing measurement in Phase Two of the study with an expanded data set.
