6. BVOD Flashcards
According to the latest Interactive Advertising Bureau (IAB) Australia Online Advertising Expenditure Report
(OAER) prepared by PwC, Australia’s digital marketing sector grew…
35.8% per cent year-on-year to hit $13
billion in the 12 months to 31 December 21.
Video advertising YoY grew…
47.8%;
- a result
of increased time at home due to the global pandemic, - greater content availability
-and the rise of Connected TV
technology (Smart TVs and OTT devices).
As a result, the gap between digital video and Linear TV spending is narrowing
4 Types of Video on Demand:
- BVOD (only by Australian Broadcasters)
- AVOD (Advertiser funded Video on Demand (BVOD + UGC i.e. TikTok + Social i.e. YouTube) - contains ads between videos
- SVOD (Kayo
and Foxtel Now are examples of hybrid model platforms which accept advertising) - TVOD (Transaction Video on Demand) e.g. Bigpond Movies
From 2019 - 2023, BVOD expenditure is expected to grow by:
27.7%
Drivers of growth for BVOD
- NBN - increased internet speeds
- Investment into BVOD specific content
- Social and YouTube continue to draw large audiences, with TikTok hot on their heels as the most
downloaded app of 2020. - Measurement (VOZ, Virtual Oz), is Oztams new Cross-Screen audience panel, which will measure
total screen viewership across Linear TV and BVOD. The anticipation has boosted growth. - Targeting capabilities that Linear TV doesn’t currently have, with rich 1st Party people based data.
OTT Devices
Over The Top (OTT) Devices
- Peripheral devices
- Connect to the TV set
- e.g. Telstra TV, Apple TV, Chromecast
Set-Top Box (STB)
- Allows you access to the internet as well as Digital Television (DTV) broadcasts
- Needed for analogue TVs
User-Generated Content (UGC)
User-Generated Content (UGC)
Video content produced by individuals, often amateurs, often using basic equipment and made publicly
available to other consumers.
There is little or no means of policing the safety of this content as it can be
posted by anyone and viewed virtually immediately.
You will likely see this content posted across Facebook
and YouTube.
BVOD Broadcasters
Seven, Nine, Ten, ABC, SBS & Foxtel
(BVOD is free besides Foxtel)
BVOD consumption growth in 2020
39%
CTV mirrors the TV experience, enabling it to…
● Provoke emotive response
● Drive High Attention
● Longer Ad Recall
● Increase Brand Favourability
● Generate attributable Sales
lift
On average, Australians spend how many hours watching Linear TV per month?
60 hours, 34 minutes
On average, Australians spend how many hours streaming content a month?
88 hours
BVOD Demographics
BVOD is consumed by younger and older audiences,
but its greatest share of audience is Females 25-39
and 40-54 at 16%
and 15.8% respectively and Males 40-54 at 11.8%.
Compliments linear TV as it skews to a younger audience.
Number of Australians viewing BVOD
7.5 million (up 1.8% on 2020)
Connected TVs are in over…
50% of Australian households
Growth in market share (BVOD competitors)
Seven Network’s 7plus has the largest audience at 2.6 million Australians, an increase of 727,000
(+38.8%) from a year ago.
Nine Entertainment Company’s 9Now currently reaches 2.38 million
Australians, up 318,000 (+15.4%) on a year ago
and Network 10’s 10 Play also saw growth at 1.7 million
Australians, up 358,000 (+26.7%).
In 2021, hours spent watching BVOD grew to what number each week?
25 million
CTV facts
● Over 7 million Australians watch content on a CTV daily, 75% of which is across free to view
content such as BVOD
● CTV viewing accounts for approximately 2/3rds of BVOD consumption, and 52%+ of that
occurs with two or three people watching.
● OzTAM introduced CTV Co-viewing data report which revealed an additional 25% of BVOD
reach not previously reported.
BVOD peak time
19:30-20:30 (later in the evening than linear)
Share of BVOD viewing by genre
Entertainment: 25%
Drama: 20%
Children’s Programming: 19%
Reality
Comedy
Average no. of video capable screens per household:
6.6 screens
With 64% having access to
internet capable TV sets.
BVOD is audio and visual, therefore can engage audiences and drive…
Awareness, incremental reach, interest and consideration and action
Just like TV can.
The edge BVOD has over other formats
Login-based approaches
- targeting
- DMP or CDP (Customer Data platform) allowing audience segmentation and first-party data usage.
Types of Data DMPs and CDPs use
DMPs: 3rd party data - cookies & segmented customer IDs; stored for a short time
CDPs: PIDs - Personally Identifiable Data - e.g. email; enabling longer term customer profiling
Why clients should use BVOD as part of their MM
- Maximise Reach (broad buying audience or 1+ reach)
To decrease duplication:
- Skew BVOD under 40s
- TV over 30s
- Minimise Wastage
- Target in-market to buy cars, not just demo
- Exclude current customer base
- highly specific audiences - Drive Lower funnel metrics (interest, consideration, action)
How to use BVOD to drive:
- interest
- consideration
- action
- Geo-specific targeting (ring-fence store proximity)
- Contextual targeting (car ad within a car environment) (aircon ads when hot) - higher engagement, sentiment and brand recall
- In-market/audience targeting (first party data e.g. CRM)
Audience Segments
Audience Segments
Refers to the grouping or segmenting of audiences beyond standard demographics such as age, gender and
income.
For example, audiences can be segmented by:
- Location (e.g. postcode or proximity to a store)
- Behaviour (e.g. fashionista)
- Attitude (e.g. early technology adaptor)
- Intention (e.g. travel intender)
- Ownership (e.g. dog owner)
- Lifestyle (e.g. gym junkie)
Behavioural Targeting
Behavioural Targeting
The practice of using individuals’ online usage for targeting.
Time spent, search terms, articles read, and sites
visited are just some of the online activities that can be tracked from past online searches.
Custom Audience
Custom Audience
A Custom Audience is created from a large customer list and can be based on behavioural, location or
demographic data depending on the response required.
A Custom Audience can be created using a DMP for any
programmatically bought campaign and then ads can be targeted to that audience.
DMP
Data Management Platform (DMP)
A DMP collects, segments, analyses, and stores anonymous customer data from various sources.
Advertisers
(mainly) use this unified, segmented data to effectively target (and retarget) advertising campaigns to their
intended audience.
Designed primarily as an adtech tool, a DMP can also drive product recommendations on
your website for each unique visitor.
Examples of how to use a DMP effectively include:
* Leveraging audience data to identify any new customer segments and reach those target audiences
through various paid media channels
* Using this audience data to personalise interactions
CDP
Customer Data Platform (CDP)
A Customer Data Platform (CDP) is a software that collects data from your existing customer database,
website, mobile app and CRM, to customise marketing and content for current customers.
A CDP can share
and draw data with any system (CRM or DMP) that needs it (and has it) to influence all types of marketing.
Difference between CDP and DMP
The difference between a DMP and CDP is that DMPs are focused on Third-Party data and then store that
data for a short time.
CDPs have a much heavier focus on First-Party data, and stores this data over long
periods of time so marketers can build in-depth, accurate customer profiles and nurture customer
relationships.
First Party Data
First Party Data
First Party data is company-owned data about consumers that is collected by companies through their
interactions with consumers. First Party Data can include data from behaviour, actions or interests
demonstrated across website, CRM, subscription data.
Look-a-like Targeting
Look-a-Like Targeting
Allows advertisers to find people who are similar to their customers or prospects by building a Look-a-Like
audience.
For example, if your client knew majority of their sales were coming from Women aged 25-39 who
were fashion conscious, a target audience would be created within a database to specifically target this
audience.
2nd Party Data
Second Party Data
Second Party data is basically First Party Data that 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.
Third Party Data
Third Party Data
Information about consumer behaviour that is collected and aggregated by Third Party providers, such as
Experian, Quantium or Acxiom, that is available to any party to buy.
Average amount of advertising per hour on BVOD
- No restrictions to the amount of non-program matter
- 9 minutes per hour
- 90s ads slots with 3x ads every 30 min
BVOD can be traded 2 ways:
- Direct IO
- Programmatic (majority)
2 Types of Programmatic Deals
- Programmatic Direct (PG) aka Automated Guaranteed
- Between buyer and seller - Private Marketplace (PMP)
- selection auction
Reasons to buy programmatically:
- Automated
- Audience-based
- Effective CPM rather than fixed rate
- Greater Control (e.g. frequency capping)
- Ad impressions in real time
- Cherry pick best performing audience in real-time
SSP
SSP – Supply Side Platform.
SSP is the technology 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.
DSP
Demand Side Platform
A tech platform that allows buyers of inventory to manage multiple Ad exchange and Data exchange accounts through one interface.
E.g. DV360, Trade Desk, Amobee
BVOD inventory is
Non-skippable, plays with sound on
OzTAM’s VPM (Video Player Measurement
ABC, SBC
7. 9, 10
Foxtel
● 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.
Nielsen DAR (Digital Ad Ratings)
DAR – Digital Ad Ratings, is generally used to measure In-target and cross device ratings.
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.
Nielsen DCR (Daily Content Ad Ratings)
- BAD BECAUSE DOESN’T INCLUDE CTV
Panel - like TV measurement
Ranking (daily, weekly and monthly)
- BVOD platforms Share
- Minutes consumed per service
- Duplication
Metrics you can study with brand uplift studies
- Ad Recall
- Brand Awareness
- Brand Interest
- Consideration
- Favourability and Purchase Intent
All BVOD reporting is done via
… Ad server
VOZ
Virtual Australia, or ‘VOZ’ is the foundation of Australia’s new ‘Total TV’ reporting standard.
VOZ brings
together broadcast+ viewing on TV sets and connected devices (smart TVs, desktop/laptop computers, tablets
and smartphones) to provide all-screen, cross-platform planning and reporting for Australia’s television
industry.
The current offering leverages all the datasets we have in AU – OzTAM and Regional TAM Linear TV ratings,
streaming TV meters, and BVOD – and is representative of a modelled universe of over 25 million Australians.
What does VOZ cover?
(across device type, markets, states, demographics, on 7 day consolidated viewing)
Program: Ave Audiences, reach, cumulative audience
Time spent viewing
Profile indices and TARPs
