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MFA TV Exam > Module 6 - BVOD > Flashcards

Module 6 - BVOD Flashcards

1
Q

What the 4 types of Video on Demand?

A
  • BVOD (Broadcaster)
  • AVOD (Advertiser)
  • SVOD (Subscription)
  • TVOD (Transaction)
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2
Q

What is Broadcaster Video on Demand (BVOD)?

A

TV watched online is BVOD. It can be watched either Live (via live streaming) or On Demand and is available via set-top box, personal computer, mobile device or connected TV. It includes TV shows and movies and can sometimes be referred to as catch-up.

It’s content only provided by the broadcasters (Seven, Nine, Ten, SBS, Foxtel, ABC)

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3
Q

What is Advertiser funded Video on Demand (AVOD)?

A

Any type of of VOD service that is funded by the inclusion of advertising in between programs, movies or clips. This includes BVOD services and services where the content is more heavily skewed to User-Generated content (UGC) or social video e.g. YouTube, Facebook Watch and tubi.

This is usually considered as short form and user generated content, it also accept advertising

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4
Q

What is Subscription Video on Demand (SVOD)?

A

This is a type of VOD service where you have to pay a regular subscription to watch content.

Most SVOD services don’t offer advertising e.g. Netflix, Stan, Foxtel Now

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5
Q

What is Transaction Video on Demand (TVOD)?

A

A type of VOD service that charges for each individual piece of content. TVOD includes movie rental services such as Apple movies.

It’s typically a one off or pay as you go for content

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6
Q

What are the 5 drivers for BVOD growth?

A
  • Higher internet speeds due to the national roll out of the NBN
  • Brand safe environments for clients - BVOD TV content is professionally produced and gives advertisers the confidence of what they are advertising around
  • Investment in BVOD specific content, means there is more content available within the BVOD platforms for consumers to watch
  • 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
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7
Q

What does Video on Demand (VOD) mean?

A

A facility offered by online video providers (not just broadcasters) where households or individuals can access a movie, program or clip tat can be watched at any time on any device.

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8
Q

What is connected TV?

A

A TV that is connected to the internet, allowing viewers to not only watch broadcast TV live but also to play games, watch BVOD, access social media and other VOD services.

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9
Q

What are Over the Top devices?

A

Peripheral devices that connect to the TV set and enable it to be used as a connected TV; allowing users to access AVOD, BVOD, SVOD etc.
e.g. Apple TV

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10
Q

What are Over The Top applications and platforms?

A

Applications and platforms that allow users to access AVOD, BVOD, SVOD and other services over the internet, or ‘cast’ content to the TV set. e.g. app from OTT device providers such as Telestra or Foxtel, or app only services such as Hulu and HBO.

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11
Q

What is a Set Top Box (STB)?

A

A peripheral device that connects to a TV set and enables it to link to the internet as well as receiving and decoding digital television (DTV) broadcasts. DTV set top boxes are sometimes called receivers. A set-top box is necessary for TV viewers who wish to use their analog TV sets to receive digital broadcasts.

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12
Q

What is the average number of video capable screens per household?

A

6.5 screens

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13
Q

What percentage of Aussies have a HD TV?

A

98%

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14
Q

What percentage of Aussies have a PVR? (personal video recorder)

A

56%

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15
Q

What percentage of Aussies have internet connectivity?

A

88%

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16
Q

What percentage of Aussies have a connected TV?

A

40%

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17
Q

What percentage of Aussies have a smart phone?

A

86%

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18
Q

What percentage of Aussies have a tablet?

A

60%

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19
Q

What percentage of Aussies have a laptop/PC?

A

81%

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20
Q

What is the preferred screen for consuming BVOD?

A

Connected TV

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21
Q

Who makes up the great share of BVOD audience?

A

W40-54 (16%) & M40-54 (13%)

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22
Q

A big screen relevant to Linear TV as well as BVOD has a number of benefits including: (5)

A
  • Provokes emotive response
  • Drives high attention
  • Longer ad recall
  • Increases brand favourability
  • Proven sales lift
23
Q

Why does BVOD have an edge over other formats?

A

In order for viewers to access the content, most networks have a log in based approach. This provides abundant data for sophisticated targeting. e.g. demo, location, device and other capabilities such as audience segmentation, and activating a clients 1st party data using tech such as a DMP

24
Q

What is a DMP?

A

A piece of tech that collects, organises and stores info about individuals’ behaviour and creates user profiles that are useful for marketers and publishers who want to target those individuals with advertising.

A data management platform is a unifying platform to collect, organise and activate First, Second and Third Party audience data from any source including online, offline, mobile and beyond.

It’s the backbone of data-driven marketing and allows businesses to gain unique insights into their consumer. Once data is collected and organises, a DMP then makes it available to other platforms to be used for targeting advertising, personalisation and content customisation. This tech can be used by a marketer, advertiser or a publisher.

25
Q

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

A
  • Geo specific targeting

* Contextual targeting

26
Q

What is geo specific targeting?

A

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

27
Q

What is contextual targeting?

A

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)

28
Q

What is first party data?

A

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.

29
Q

What is look-a-like targeting?

A

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.

30
Q

What is second party data?

A

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.

31
Q

What is third party data?

A

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

32
Q

Broadly, what are the two key ad placements within BVOD?

A
  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.
33
Q

BVOD is mainly traded in two ways:

A
  • Direct IO (insertion orders)

* Programmatic (via a trading desk, either agency owned or Third Party company)

34
Q

What is a Direct IO (Insertion Order)?

A

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.

35
Q

What details would you include in an IO? (4)

A
  • 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
36
Q

What is programmatic?

A

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.

37
Q

What is Programmatic Direct (PG)?

A

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

38
Q

What are Private Marketplace (PMP) deals?

A

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
39
Q

Why is Programmatic the preferred way to buy BVOD? (4)

A
  • 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
40
Q

What is a DSP?

A

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

41
Q

What is an SSP?

A

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

42
Q

BVOD is bought using CPM, CPCV buying models and frequency capping. What is a CPM?

A

Cost per thousand

CPM = Cost / impressions x 1000

43
Q

BVOD is bought using CPM, CPCV buying models and frequency capping. What is a CPCV?

A

Cost per completed view

Cost / completed views

44
Q

BVOD is bought using CPM, CPCV buying models and frequency capping. What is frequency capping?

A

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

45
Q

How can we measure BVOD?

A
  • Oztam VPM
  • Nielsen
  • Bespoke Brand Uplift studies
46
Q

What is OzTAM VPM (Video Player Measurement)?

A

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.

47
Q

OzTam’s VPM does what 5 things?

A
  • 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
48
Q

What is generally used to measure in-target and cross device ratings?

A

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.

49
Q

What are Daily Content Ratings (DCR)?

A

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.

50
Q

What do bespoke brand lift studies help you do?

A

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
51
Q

What is an In-View %?

A

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.

52
Q

What is viewability/viewable impressions?

A

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.

53
Q

What will VOZ do? (unlike any other platform ever)

A

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

MFA TV Exam (6 decks)

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