Reach vs. Ratings: Bridging the Divide Between TV and Digital Metrics
And this sentiment is right, of course – at least in theory. The challenge, however, is the nature of how the two media are consumed. TV metrics were built around the notion that to accurately reflect potential or actual audience to an ad, you need to look at the people tuned to the program in which the ad runs in the minute the ad runs. If you tuned in before, or after, you did not get the opportunity to see the ad, and therefore should not be counted in the audience. Ratings is the right construct here.
What Millennials’ YouTube Usage Tells Us about the Future of Video Viewership
While YouTube’s success among this demographic is well-documented, this study provides several new insights about how Millennials view video content. Since Millennials tend to be more tech-savvy and exhibit early-adopter tendencies, what we see in their habits today is what we can expect for mainstream viewers tomorrow.
Ad Fraud: Digital’s Newest Bad Guy
On the heels of this great debate around viewability, we now turn our attention to yet another ecosystem challenge that threatens ad quality: fraud. Often referred to as invalid traffic (IVT) or non-human traffic (NHT), comScore defines IVT as any traffic to a website that is generated – either intentionally or unintentionally – by invalid sources. The Media Rating Council (MRC) identifies two core types of IVT – Sophisticated and General – both of which comScore detects in its measurement. Sophisticated IVT is defined by the MRC as “traffic originating from hijacked devices, malware or misappropriated content.” General IVT is relatively simple to detect, while Sophisticated IVT requires more advanced methods.
Roku Leads OTT Streaming Devices in Household Market Share
Recent data from comScore show that OTT streaming devices are the fourth most common in-home access point to the internet after the “Big 3” (desktops, smartphones, and tablets). These devices, such as Apple TV and Google Chromecast, are used predominantly as a means to watch internet-based TV via streaming services (e.g. Netflix, Hulu, Amazon Video and HBO NOW), but also enable additional capabilities like web-surfing and music streaming.
Mobile Ads Drive Higher Brand Lift Than Desktop Ads
The good news is that there’s increasing proof that mobile ads are not only effective, but that they actually work better than desktop ads at driving key brand lift metrics. comScore’s 2015 ad campaign norms indicate that mobile ads perform especially well in lower funnel metrics such as likelihood to recommend and purchase intent, where mobile brand lift was more than double that of desktop.