Advanced TV Matrix: A Market Snapshot - JUNE 2019 - IAB
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Advanced TV Matrix: A Market Snapshot JUNE 2 019
ACKNOWLEDGEMENTS
LIST OF WORKING GROUP COMPANIES
A&E Networks Essence Nielsen
ABC Experian Marketing Services Philo
AccuWeather Extreme Reach Placed
Ad-ID Flashtalking PlaceIQ
Adobe FreeWheel Premion
AMC Networks Gamut Simulmedia
Amobee GfK North America Sizmek
Beachfront Media Google Sony Pictures Television
Cadent Hulu Spectrum Reach
CBS Interactive Integral Ad Science SpotX
Cheddar IRI SundaySky
Comcast Spotlight KERV Interactive Telaria
Crackle Kochava The Media Trust Company
Cuebiq Liquidus Marketing Verizon Media Group
Dataxu LiveRamp WarnerMedia
Dentsu Aegis MediaMath Xandr
Digitas LBI Medicx Media Solutions ZypMedia
Discovery Communications Modi Media
Dish Network NBCUniversal
Epsilon NCC Media
A D VA N C E D T V M A T R I X 2EXECUTIVE SUMMARY
Planning and executing a TV campaign used to be simple. Regardless of what inventory you
bought, the mechanics were generally the same. Deals were guaranteed on a demo CPM and
they would be measured and reported by Nielsen. Creative trafficking was usually pain-free.
Time-shifting disrupted things a bit, but Commercial ratings and VOD helped buyers cope with the
diminishing supply of live rating points.
But now, as a confluence of factors have brought upon us Advanced TV, we are faced with a TV
industry that’s more complex than ever. Addressable TV has been around for a number of years
now, but with the advent of OTT devices and new streaming services popping up all the time,
we as an industry are starting to view this opportunity in a new light—as part of a bigger push
to eliminate wasted impressions, garner insights into TV campaigns, and finally tie exposures
to outcomes for true attribution. Fueled by data, this new landscape goes beyond the age/sex
demographic and into targetability and granularity in a very digital-like manner.
However, despite the obvious benefits there is still confusion in the marketplace as to how each
are transacted, measured, and trafficked differently. The goal of this reference guide is to bring
clarity to this space so that when there are conversations between the buy and sell side (and
everyone in between) everyone is starting with the same basic level of understanding.
We have attempted to collect “just the facts” and organized this chart so that it starts with
Traditional Linear TV and becomes increasingly ‘advanced’ along the way. The chart becomes
more addressable, more data-infused, more on-demand, and more digital as you move from
left to right. This guide will aid you in determining which avenues make the most sense for your
brand. Grouped into five sections, you will gain an understanding into the transactional nature of
each, the state of measurement, and even how the ads themselves are trafficked.
Given today’s rapid pace of change, we expect to be making updates to this document
as the Advanced TV space continues to evolve. Please read this as an invitation to join the
conversation with us.
For more information on digital video, please visit video-guide.iab.com.
To get involved, please email digitalvideocenter@iab.com or committees@iab.com.
Enjoy!
A D VA N C E D T V M A T R I X 3BROADCAST/SET TOP BOX AD
DELIVERY DEFINITIONS
TRADITIONAL LINEAR
TRADITIONAL LINEAR T V TV DATA-DRIVEN LINEAR
DATA -DRIVEN LINEAR T V TV SET TOPBOX
SET TOP BOX VIDEO
VIDEO
ON DEMAND
ON DEMAND
Demo-Based Targeting Audience-Based Targeting Demo-Based Targeting
Ex. A18-49 Ex. Auto Intenders Ex. A18-49
TV programming that follows Same programming as traditional On demand content offered by
a schedule, which includes linear TV, but uses an audience- individual networks or MVPDs via
both live as well as time-shifted based buying approach that the set top box VOD menu. This
(via DVR or VOD) viewing, in incorporates different data sets refers to the inventory opportunity
which ads are not delivered via including demographics, interests, outside the (3 or 7) day window
Dynamic Ad Insertion. and viewing behavior to optimize where the live telecast ad loads
a linear TV schedule against are dynamically replaced by
specific networks, programs, and new ads.
dayparts to better reach a higher
concentration of an advertiser’s
strategic audience.
ADDRESSABLE STB LINEAR/VOD
ADDRESSABLE LINEAR/VIDEO ON DEMAND (VOD)
The ability to dynamically
serve an ad within either
a live, linear TV or VOD
environment specifically to
an individual household
based on predetermined
*Auto Intenders *Fast Food Lovers targeting criteria.
*Examples of strategic targets
A D VA N C E D T V M A T R I X 4STREAMING AD DELIVERY DEFINITIONS
VIRTUAL MULTICHANNEL
vMVPD
(Virtual multichannel video
VIDEO TV EVERYWHERE
TV EVERYWHERE
PROGRAMMING DISTRIBUTOR
programming distributors) (vMVPD)
A streaming pay-TV subscription, which An online business model in which television
provides access to traditional linear TV networks and MVPDs allow their paying
networks as well as on demand content customers to access live and/or on demand
delivered over the Internet without the video content from their networks through
traditional set top box infrastructure. Internet-based applications.
DIRECT TO CONSUMER SERVICES
DIRECT TO CONSUMER STREAMING SERVICES
Ad-supported digitally
native services that
offer up TV like content
directly over the Internet
and completely outside
of the traditional set
top box infrastructure,
including via Over the
Top (OTT) devices*.
*OTT (Over the Top) Device - A device that can connect to a TV (or functionality within the
TV itself) to facilitate the delivery of Internet-based video content (i.e., streaming boxes, media
streaming devices, Smart TV’s and gaming consoles).
A D VA N C E D T V M A T R I X 5BROADCAST/STB AD DELIVERY STREAMING AD DELIVERY
Direct to
Traditional Data-Driven Addressable TV
Characteristics STB VOD vMVPD Consumer
Linear TV Linear TV Linear/VOD Everywhere Services
Ad Delivery to How are ads 1:1 1:1 1:1
Consumer delivered to the 1:Many 1:Many 1:1 HH 1:1 HH (+co-viewing) (+co-viewing) (+co-viewing)
viewer?
119.9MM TV HHs (Broadcast Only 89% of US
+ Pay-TV, Nielsen1) Adults use the
Internet (Pew7)
64 MM HHs Total Multi- 98.3 MM
305.4MM Individuals (Broadcast Channel Broadband HHs
Only + Pay-TV, Nielsen1) subscribers in US (Leichtman
(Traditional Research8)
MVPD and
vMVPD) - 74% of HH
What do we 94.8MM HHs (224 MM
know about the Total Pay-TV subscribers (Traditional 7.7MM (Nielsen2) individuals) have
Scale size or reach MVPD and vMVPD) - 94.8MM 72.4MM HHs subscribers a connected
potential of HHs (Nielsen2) (Nielsen3) (BTIG5) TV device
each? (Leichtman
IAB Advanced Research9)
TV Targeting Examples - Hulu
Guide 38MM HHs (28 million HH
Individual cable networks HH reach accessed a subscribers),
varies depending on distribution Network-based Pluto TV (12
(the top cable network is in 89MM TV Everywhere million active
HHs) (Nielsen2) application in users), Xumo
4Q’18 (Adobe6) (5.5 million
active users)
Median Age for Broadcast
Networks - 59 (Nielsen10) Median Age on Median Age for Connected TV viewership - 42
BASIC OVERVIEW
STB VOD - 45 (Nielsen12)
Median Age for Cable Networks - (Nielsen12)
What do we 54 (Nielsen10) N/A since
know about this method of
Consumer Profile the consumer buying reflects
Each Network's individually
profiles of each? M/F Skew for Broadcast 11Networks VOD median selected HHs
- 55/45 (Nielsen )
age skews
younger than 60/40 M/F (IAB13)
M/F Skew for Cable Networks - that Network's
53/47 (Nielsen11) median age on
Linear TV
All varieties of
content available
Cable TV depending on
Networks - Live Broadcast and Cable TV streaming service
Feed and Time Networks - Live Feed and On - New and Old
Shifted via DVR Demand access to network content Original and
Broadcast, Syndicated,
Cable, and (Linear) Live and On
What type Broadcast and Cable TV Networks VOD-Only TV
Content Type of content is - Live Feed and Time Shifted via Demand, Long
available? DVR/VOD Networks - On and Short Form
Demand access
to their content Broadcast,
Cable, and
VOD-Only TV Content Format Composition for 2018 - 11% Clips,
Networks - On 56% Full Episodes, 33% Live Content (FreeWheel14)
Demand access
to their content
(VOD)
Household Level
targeted; 1st
Content-Based- Behavioral Mostly by party or 3rd
By network, characteristics, network (run party segments Audience-Based - IFA, Device ID, Device Type, IP
What type of program, 1st or 3rd of schedule). are matched to Address, Operating System, User Agent, Daypart,
Targeting targeting is daypart, party segments Some providers MVPD subscriber Network as well as 1st and 3rd party audience
used? and Nielsen (syndicated offer targeting information to segments
demographics and custom), by program, identify HHs in
(age/sex) performance daypart, and an anonymous
targeting genre. manner
IAB Advanced TV Targeting Guide
Yes, some
networks offer
Dynamic Ad Does delivery on Day 1, but
Insertion type allow for No No a majority offer Yes Yes Yes Yes
DAI? it a few days
after (C3/C7
window)
For acronyms and sources view appendix on page 11.
A D VA N C E D T V M A T R I X 6BROADCAST/STB AD DELIVERY STREAMING AD DELIVERY
Direct to
Traditional Data-Driven Addressable TV
Characteristics STB VOD vMVPD Consumer
Linear TV Linear TV Linear/VOD Everywhere Services
Viewer experiences same number Varies by service, but typically
of ad breaks and length as in each ad pod is between 60-120
Traditional Linear seconds long
MVPDs are
Broadcast Primetime avg = 14:52 allotted two vMVPDs are
minutes of ad time per hour, 25% minutes per generally
of time (Kantar15) hour for each allotted two
What do we On average, 1 minutes per
cable network-
Ad Pod know about pre-roll ad and hour for each
-this is where
Structure the ad pods for 4 ads per mid- cable network
“addressable” 4.0 ads per mid-roll break, on
each? roll break (or sometimes
inventory is sold average (FreeWheel14)
(Linear) given 15%
share of
On average, sellable
Cable Primetime avg = 16:18 1 pre-roll ad inventory for
minutes of ad time per hour, 27% and 4 ads per TV Everywhere
of time (Kantar15) mid-roll break environments)
(VOD)
Never if accessing through an
Does a user antenna (broadcast networks are
free to access) No login needed to access Yes, pay-TV Varies
Consumer have to input Yes, subscriber
content, but MVPD has subscriber service login depending on
Authentication login details to No login needed to access login
level details credentials service
access content?
USER EXPERIENCE
content, but MVPD has subscriber
level details
Connected TV Apps, Mobile Apps, and Desktop
Browsers
100% TV 100% TV
Percent impressions served: 50% CTV, 33% Mobile,
17% Desktop (FreeWheel14)
What devices Percent time spent with video outside of Linear TV:
Set Top Box
are these 66% CTV, 24% Mobile, 10% Desktop (Nielsen17)
Accessing consumed on
Content and how does Impression
the consumer vMVPD Device Distribution
access it? Share of by Device for
Set Top Box Viewing Hours: TV Networks,
Over the Air Antenna 77% CTV, 2018
20% Mobile, Connected TV -
3% Desktop 65%, Desktop/
(Conviva18) Mobile/Tablet -
35% (Innovid19)
Are there More robust in capabilities--examples include
Limited in scope and scale, but includes interactive channels (branded
Interactive Ad opportunities to extended looks, custom portals, choose your
homepages with additional video content and/or ‘Learn More’
Capabilities serve interactive own creative, trivia games, request more
modules) as well as graphical overlays
ads? information, and more
Minimal, can
Minimal, Minimal, Higher
serve different
regional regional degree of HH
creatives
Are there copy-splitting copy-splitting personalization
to specific
opportunities is allowed is allowed through serving
Personalized strategic Yes, in real time based on pre-determined data
to serve (serving (serving of different
Ads targets if you signals and generated from the ad server level
personalized different different creatives to
have multiple
ads? creatives creatives different HHs
strategic targets
depending on depending on based on
in flight at the
your region) your region) certain criteria
same time
96% of Linear
TV consumption
90% of VOD
How often is is co-viewed,
96% of Linear TV consumption is consumption When consumed through a Connected TV, 93% of
Co-viewing co-viewing 90% of VOD
co-viewed (IAB20) is co-viewed consumption is co-viewed (IAB20)
occuring? consumption
(IAB20) is co-viewed
(IAB20)
For acronyms and sources view appendix on page 11.
A D VA N C E D T V M A T R I X 7BROADCAST/STB AD DELIVERY STREAMING AD DELIVERY
Direct to
Traditional Data-Driven Addressable TV
Characteristics STB VOD vMVPD Consumer
Linear TV Linear TV Linear/VOD Everywhere Services
vMVPD service
Cable MVPDs (their providers
Networks allocation of (may sell their
- Networks two minutes two minutes
(~80%) per hour of Networks,
Where does Networks/Programmers per hour of Service
Inventory and MVPDs commercial MVPDs, and
the inventory (National) and Stations/MVPDs commercial providers
Sources (~20%) time for cable Local Broadcast
originate from? (Local) time) themselves
networks may Stations
Broadcast be sold as National linear
Networks addressable feed is sold by
- Networks inventory) the Networks/
(100%) Programmers
Direct through
Direct through Broadcast, Cable TV Networks
TV Networks, and Syndicators for Direct through and MVPDs,
National marketplaces, Direct through
Broadcast, Direct through
and exchanges the streaming
Cable and Direct through vMVPDs,
Where can you service,
Inventory VOD-only TV MVPDs marketplaces, Can be
purchase this marketplaces,
Sources Direct through local broadcast Networks & and exchanges packaged
inventory? and exchanges
station groups and MVPDs for MVPDs with Linear
local TV inventory
(fluidity)
BUYING & SELLING
Indirectly through SSPs, streaming devices, Smart
Indirectly through 3rd party aggregators and platforms TVs, and 3rd party aggregators
What % is
purchased in 14%-Programmatic
Direct vs a real-time, Nascent, but starting to grow in availability (93% Private Marketplace, 7% Open Exchange)
Programmatic biddable 86% Direct (FreeWheel14)
environment?
Nielsen demo-based CPMs,
typically guaranteed on a C3 or
C7 basis CPMs (either P2+ or demo guarantee), CPCV,
HH CPM other traditional digital currencies
One-off Strategic target
specials or CPM
opportunistic Hybrid
What is the
Currency buys may approach
currency used? 1 P2+ impression counted by ad server
sometimes be (Primary and
negotiated on regardless of ad length
Secondary 1 HH impression counted
unit cost guarantee) regardless of ad length
Impressions are ‘equivalized’ Solutions are becoming available that are
against a :30 spot inclusive of co-viewing based metrics for
(:15 = 0.5 impressions) Connected Device and Connected TV
What happens Like-for-like TV inventory used
when there is to make up for under-delivery Like-for-like TV
Make Goods under-delivery, inventory used Digital campaigns are typically billed reflective of
for Audience pre-emptions, to make up for final delivery, so there is no concept of make-goods
Deficiency TV Everywhere impressions (fluidity)
and/or under-delivery
cancellations?
Highly
customizable
and typically Limited
What are some includes Same opportunities-
of the common billboards,
Added Value/ opportunities -may include
added value themed Limited opportunities, short form 'bonus'
Sponsorship exist if dealing bonus None
opportunities sponsorships, impressions, slates, pod ownership
Opportunities with networks impressions
based on ad overlays, directly or category
spend? promos, exclusivity
custom content,
and product
integrations
For acronyms and sources view appendix on page 11.
Please refer to the Standard Terms and Conditions for Internet Advertising for Media Buys One Year or Less
IAB/4As Standard Addendum for Digital Video Advertising in TV Long Form Video - March 2018
A D VA N C E D T V M A T R I X 8BROADCAST/STB AD DELIVERY STREAMING AD DELIVERY
Direct to
Traditional Data-Driven Addressable TV
Characteristics STB VOD vMVPD Consumer
Linear TV Linear TV Linear/VOD Everywhere Services
Master Master video file is uploaded to ad server who
video file is then deploys a VAST tag to each partner.
uploaded to Partners are responsible to QA and clear creatives
Master
ad distribution as they come in.*
video file is
vendor who uploaded to
then deploys ad distribution
creative to vendor who
TRAFFIC KING & OPERATIONAL
Master video file is uploaded to each MVPD then deploys
ad distribution vendor who then or Network,
depending on creative to each
deploys creative to each network.
How should MVPD. MVPD
Trafficking Network must approve/clear who's handling must
ads be approve/
Needs creative to run. the buy. The
trafficked? clear creative
Traffic instructions are sent by network/MVPD *IAB recommends that all partners adopt and utilize
to run. Traffic
agency to each network to must approve/ instructions the latest version of VAST (4.1 as of June 2019)
are
indicate creative rotations. clear creative sent by agency
to run. Traffic
instructions are to each network
to indicate
sent by agency creative
to each network rotations.
to indicate
creative
rotations.
How long does
Trafficking it take to traffic 3-5 days prior to launch 3-5 days prior to launch
Timing creative?
Minimum video specifications vary from partner to
partner. Best practice is to upload video file that is
either built to the Mezzanine File specs per the IAB
Digital Video Ad Format Guidelines or the AICP
standards to your ad server. Ad server can then send
What specs the appropriate version to each partner, based on
Video Ad should the their requirements.
AICP File Deliverable Specifications
Specs video ads
follow? IAB Digital Video In-Stream Ad Format Guidelines
Alternative method is to reach out individually to
each partner for their specs and have a different
version of video file built for each partner, but this is
more labor intensive.
What is
the latest Minimal level of invalid traffic (BROADCAST/STB AD DELIVERY STREAMING AD DELIVERY
Direct to
Traditional Data-Driven Addressable TV
Characteristics STB VOD vMVPD Consumer
Linear TV Linear TV Linear/VOD Everywhere Services
Primary: Nielsen Age/Sex MVPDs provide impression Impressions are measured via publisher-side
Demographics level data and/or advertiser-side ad server
Strategic target Comscore
is typically provides
Average measured program level
commercial via Nielsen data ComScore 3rd party measurement opportunities vary by
Measurement How is each minute MRI Fusion or provides publisher, but include: impression delivery,
Source measured? audience, live + Comscore, but Nielsen data program level demo-verification, co-viewing factors,
time-shifted up is ultimately used as proxy data fraud detection, viewability
to 3 (or 7) days
MEASUREMENT & REPORTING
agreed upon for age/sex
from airing by both buyer demographics
and seller
Alternative: ACR, STB Alternative: ACR
What are the
Completion 99% (Canoe n/a for Linear, CTV - 95% , Tablet - 83%, Mobile - 75%,
completion n/a n/a
Rates Ventures23) 99% for VOD Desktop - 75% (Extreme Reach16)
rates for each?
Nielsen HH-level
verified demo impressions
impression by network,
Nielsen delivery for daypart,
verified demo every spot day of week More custom tailored but typically includes:
impression HH-level Impressions by publisher, invalid traffic report, reach,
delivery for Strategic target impressions frequency, 3rd party attribution analysis
What is every spot impressions by network,
included in a Reach and
measured by daypart, day of
Post-Campaign post-campaign Frequency
agreed upon week
Reporting & report? 3rd party
Attribution Info What level of
attribution can More advanced attribution reporting via third parties
Network, program, date, and time
be included? because identity is known at the HH level allowing outcome
for every commercial matching to happen on a more deterministic basis
Third party attribution reporting is nascent, but
growing - methods include analyzing commercial’s
effects on search or website visitation in real time as IAB Advanced TV Attribution: Buyer’s Guide
well as test/control analysis using granular STB or
ACR data
How long is
Post-Campaign the turnaround 60-90 days 3-6 weeks 2 weeks 2 weeks
Reporting time for a after end of after end of after end of after end of Real-time impression and 3rd party information
Timing post-campaign quarter campaign campaign campaign
report?
What is the Inherently viewable on a TV screen
viewability Desktop Video Benchmark - 68.4%,
Viewability (opportunity Mobile Video Benchmark - 65.2% (IAS22)
to be seen)
benchmark? There is no viewability standard across OTT devices
For acronyms and sources view appendix on page 11.
A D VA N C E D T V M A T R I X 10APPENDIX
ACRONYMS
ACR Automated Content Recognition IFA Identifier For Advertising
AICP Association of Independent MVPD Multichannel Video Programming
Commercial Producers Distributor
C3/C7 Commercial Ratings within 3 days P2+ Total Persons (All People Ages 2
(or 7 days) of initial airing And Over)
CPCV Cost Per Completed View SSP Supply Side Platform
CPM Cost Per Thousand Impressions STB Set Top Box
CTV Connected TV VAST Video Ad Serving Template
DVR Digital Video Recorder vMVPD Virtual Multichannel Video
Programming Distributor
HH Household
VOD Video On Demand
SOURCES
1
Nielsen Estimates 119.9 Million TV Homes 12
Nielsen - The OTT Experience:
in the U.S. for the 2018-2019 TV Season Understanding Connected Living Room
Audiences
2
Nielsen Custom Data Pull, Cable UEs to
date Apr 2019 13
IAB - Ad Receptivity and the Ad-Supported
OTT Video Viewer
3
Nielsen Data Pull, VOD Penetration
Apr 2019 14
FreeWheel - Q4 2018 Video Marketplace
Report
4
IAB Advanced TV Targeting Guide
15
Kantar Media Ad Time Tracker
5
Virtual MVPDs Account for Nearly 10% of
Pay TV Subscriptions: BTIG 16
Extreme Reach - Video Benchmarks 2018
6
Adobe Presented Stats, Q4’18 The Nielsen Total Audience Report: Q3
17
2018
7
Pew - Internet/Broadband Fact Sheet
18
Conviva’s 2018 Annual State of the
8
LRG - 2.4 Million Added Broadband in Streaming TV Industry
2018
19
Innovid - 2018 Global Video Benchmarks
9
LRG - 74% of U.S. TV Households Have at
Least one Connected TV Device 20
IAB - The OTT Co-Viewing Experience:
2017
10
Nielsen Custom Data Pull, Median Age
Broadcast and Cable, Apr 2019 21
Pixalate - 2019 OTT Ad Fraud Guide
11
Nielsen Custom Data Pull, M and F Skew 22
Integral Ad Science - H2 2018 Media
Across Broadcast and Cable, November Quality Report
2018 23
Canoe Ventures - VOD Ad Impression
2018 Q2 Insights Report
A D VA N C E D T V M A T R I X 11ABOUT US
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to
thrive in the digital economy. Its membership is comprised of more than 650 leading media
and technology companies that are responsible for selling, delivering, and optimizing digital
advertising or marketing campaigns. The trade group fields critical research on interactive
advertising, while also educating brands, agencies, and the wider business community on
the importance of digital marketing. In affiliation with the IAB Tech Lab, it develops technical
standards and best practices. IAB and the IAB Education Foundation are committed to
professional development and elevating the knowledge, skills, expertise, and diversity of the
workforce across the industry. Through the work of its public policy office in Washington, D.C.,
IAB advocates for its members and promotes the value of the interactive advertising industry to
legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and
has a San Francisco office.
The IAB Digital Video Center of Excellence, a dedicated unit within IAB, is devoted to the
advancement of the digital video medium in the global marketplace. Its board and members
reflect a dynamic mix of top television brands, original digital video content producers, prominent
print publishers, digital video technology leaders, and innovative start-ups spanning across the
digital video programming, marketing, and distribution spectrum.
Together with its member companies and in cooperation with the IAB Tech Lab, the IAB Digital
Video Center produces technical standards, research, and thought leadership critical to the field,
while identifying emergent best practices in the fast growing arena of digital video. Working with
the IAB Public Policy office, the Digital Video Center also advocates to legislators on behalf of the
burgeoning medium.
A D VA N C E D T V M A T R I X 12You can also read
