Module 6 - BVOD Flashcards

Question

What are some examples of how you would use BVOD to drive interest, consideration and action?

Answer 1

* Geo specific targeting | * Contextual targeting

Answer 2

You may want to ring fence a location or area that may drive people in store or to a specific location. This can be really effective and reduce wastage. e.g. if you wanted to target people within a 5km radius of a store, you would select those surround suburbs and only serve ads in those areas

Answer 3

Placing ads within highly relevant content (environment) for the advertised brand, allowing the ad to be seen in a place where consumers would expect to see the ad or the product or service being advertises (e.g. a car ad within a car environment or program)

Answer 4

Company-owned data that is collected by companies through their interactions with consumers. Can include data from behaviour, actions or interests demonstrated across website; CRM, subscription data.

Answer 5

Allows advertisers to find people who are similar to their customers or prospects by building a Look-a-Like audience. e.g. if your client knew majority of their sales were coming from W25-39 who were fashion conscious, a target audience would be created within a database to specifically target this audience.

Answer 6

Advertisers have purchased directly from the source - for example, a broadcaster could provide an advertiser with the data it has collated from OzTam to boost targeting efficiency.

Answer 7

Data from third party providers like Quantium, Experian or Acxiom, that is available for any party to buy.

Answer 8

1. Pre-rolls - an in-stream ad format that plays before the content has commenced. This format is available across VOD and live environments 2. Mid-rolls - an in-stream video ad format for during the video content. This format is available across VOD and live environments.

Answer 9

* Direct IO (insertion orders) | * Programmatic (via a trading desk, either agency owned or Third Party company)

Answer 10

A document that depicts the agreement between the publisher and advertiser to run a campaign. The trader briefs the broadcaster directly with the campaign requirements and the network would execute the campaign (like briefing a TV network). Direct IO may be used when an ad format cannot be purchased programmatically, or you have agreed on a package deal or sponsorship with a supplier as part of a partnership or the network/agency doesn't have the tech to facilitate programmatic buying.

Answer 11

* IO specific programming e.g. any specific programs you wanted to be in or not be in * IO run of site e.g. any programming at all at any time of day * IO sponsorship e.g. a sponsorship of a program * IO specific targeting e.g. demo targeting W25-54 based on logged in BVOD data/behaviour targeting

Answer 12

Represents the majority of BVOD trading. An automated way of buying and selling inventory in real time, using technology and data. Most program sponsorships can also be purchased programmatically through a Programmatic Guarantee (PG) and a Private Marketplace (PMP) deal.

Answer 13

Also known as Automated Guaranteed. * It's the closest buying method to automating the current IO process, and it takes place between a buyer and seller. * There are guaranteed outcomes and the deal is based on a fixed number of impressions that the buyer is purchasing upfront. * Campaign parameters such as CPM, Ad formats and start and end dates of the campaign are all fixed. Campaign target audience is also briefed at this stage so that networks can check if they can deliver planned impressions against required audience segments. * This buy type provides a lot more guarantees and is used when there is a greater need to control spend and delivery, rather than taking risks in auction environment IMAGINE GALAXY BUT WITH GREATER CONTROL THAN ANYTHING ELSE. NO AUCTIONS

Answer 14

The publisher invites a select number of advertisers to participate in the auction. * A minimum bidding guide is provided called the Floor Rate * All bidders must submit bids above the Floor Rate to participate * Properties within the PMP are generally high quality premium sites and therefore attract a higher CPM

Answer 15

* Preference for the automated workflow * Audience-based strategy (inventory is across multiple publishers so it increases the audience pool size which then enables the ability to overlay relevant data sources effectively) * Preference to pay an effective CPM for an impression as opposed to a fixed rate * Programmatic buying also offers greater control over pacing, reporting and audience targeting and frequency capping between networks

Answer 16

Demand Side Platform A tech platform that allows buyers of digital advertising inventory to manage multiple Ad exchange and Data exchange account through one interface. e.g. Trade Desk, Amobee, The DV360

Answer 17

Supply Side Platform Tech that enables the selling of digital ad impressions in automated auctions. PUBLISHERS can sell and manage display, video or native ad inventory on desktop and mobile through SSPs. An example of an SSP is ADX, Telaria, Adform

Answer 18

Cost per thousand CPM = Cost / impressions x 1000

Answer 19

Cost per completed view Cost / completed views

Answer 20

Restricting (capping) the number of times (frequency) a specific user is exposed to an ad over a particular time frame e.g. 1 per week/1 per 30 mins

Answer 21

* Oztam VPM * Nielsen * Bespoke Brand Uplift studies

Answer 22

OzTAM measures and reports more than one hundred digital free-to-air and subscription channels both live and playback up to 28 days from original broadcast. To capture BVOD, OzTAMs service also includes the Video Player Measurement (VPM) Metric.

Answer 23

* Captures census level data on exactly what content is being played on connected devices; * Delivers metrics consistent across online video player services * Measures actual video player activity * Is accurate, transparent and independently verifiable * Uses terminology consistent with well-understood TV terms and definitions

Answer 24

Digital Ad Ratings (DAR) - this is daily and you can optimise your schedules to it. Important if there is a specific demo that you are required to reach and have On-target % that you need to consider.

Answer 25

Based on census data and a panel and has been created to be a tV like measurement. You can get this daily, weekly and monthly. It's essentially website ranking - like top ten sites. This allows you to see: 1. Share of BVOD platforms 2. The minutes consumed per streaming service 3. Duplication which can help with planning your BVOD strategy Just note though that Nielsen DCR has limited relevance to the measurement of BVOD consumption. Currently does not measure Connected TV consumption which as we know accounts for nearly 50% of viewing.

Answer 26

Measure the metrics that matter with results you can trust to improve effectiveness mid-flight and in future campaigns. Some metrics you can use are with the study are: * Ad recall * Brand awareness * Brand interest * Consideration * Favourability and purchase intent

Answer 27

Proportion of an advertising frame that appears within a viewable space on the user's screen as a percentage of the total pixels within the frame. Usually reported as a percentage of impressions that met the agreed viewability standard.

Answer 28

A measure of how many pixels of a video advertisement can be seen, how much of the screen it takes up and for how long it is seen. Viewability is an advertising metric that aims to track only impressions that can be seen by users.

Answer 29

For the first time, marketers and agencies will be able to understand the incremental reach that BVOD delivers to campaigns.

Module 6 - BVOD Flashcards

(53 cards)