DETROIT — Two TV worlds are colliding:
- the old one, in which advertisers bought air-time watched by rough demographics and then completed modelling to understand its effectiveness
- the new, over-the-top TV ecosystem, which can accurately measure consumption and even track through to outcomes.
In this video interview with Beet.TV, Amy Guenel, VP of Product Marketing at video ad platform Tremor, explains how buyers are adapting.
“A lot of our clientele comes from the entertainment sector where we tend to lean into TV tune-in measurement research to help validate that the ad campaign actually drove people to tune in,” she says.
“Similarly, with the majority of dollars we’re seeing shift from linear TV over to connected TV, we see a lot of asks around, ‘Did my digital campaign or my connected TV campaign actually drive incremental reach?’
“And so being able to flexibly provide a variety of different ways to report on the success has been very impactful for us.”
Comscore recently reported US households streaming OTT content had jumped 17% between April 2018 and April 2020, to 69.8 million.
As the medium grows, so does its attractiveness to bad actors.
“As the video ecosystem in particular has grown significantly, we’re seeing those fraudsters follow,” Guenel says.
“(Advertisers) want to ensure that that supply is viewable, that it’s fraud free. They want to be able to tap into audiences of all sorts, whether it’s their own first party data or whether it’s leveraging some of our exclusive data partnerships like ACR targeting capabilities, and they want to make sure that it performs. At the end of the day, that is the most important thing.”
Whilst TV, even internet-connected TV, is widely considered to be safer and more dependable than other forms of digital advertising, fraud is creeping in.
DoubleVerify’s (DV) new Global Insights Report 2020 lifts the lid:
- Q1 2020 CTV fraud was 161% up on the prior year.
- Since March 2019, DV has identified 1,300 fraudulent CTV apps — 60% of which were identified in 2020.
- Fraudulent apps containing bots
- Cloud server farms
The report says that operators assume CTV is 100% viewable – but DoubleVerify says it has found Video Completion Rates of 90% and Fully On-Screen rates of 88% in CTV.
We're thrilled to launch our 2020 Global Insights Report! In it, we uncover actionable insights for advertisers to drive efficient return on their media investments and address future trends expected to impact digital advertising strategies. Download here: https://t.co/YQGxvgCjqU pic.twitter.com/ayOXhr7SyX
— DoubleVerify (@doubleverify) August 19, 2020
Tremor has integrated with DoubleVerify’s software to enable OTT fraud prevention.
“We’ve partnered with a variety of ad verification vendors, and specifically have doubled down with DoubleVerify,” Guenel says.
“We think that their holistic solution for targeting and filtering for IVT and fraudulent activity has been superior, and it’s something that we utilise for all of our supply that’s running through our platform
“So therefore, if you’re buying through Tremor DSP or you are buying through a third party DSP platform, you can feel comfortable, clients can feel comfortable, that their supply is brand protected.”