InnovidXP User Guide

Last Updated: February 18, 2025 16:19

Purpose

This article describes the latest enhancements to the Open Beta version of the InnovidXP platform. The platform has an enhanced UI with new metrics, including linear reporting such as reach and frequency by network or creative and expanded reporting of digital ad serving with outcomes.

Note: All InnovidXP (Beta) platform articles refer to the Open Beta version of the XP platform. They may contain information and images that slightly differ from your view. This article includes all areas applying to InnovidXP-only and InnovidXP + ad serving users, including linear metrics. For information on OTT and Reach Extension metrics (currently for InnovidXP + ad serving only), see the following guide:

XP + Ad Serving OTT and Reach Extension User Guide

Watch our video for a quick overview of the latest enhancements.

Useful terminology

Term	Description
Linear	TV advertising or programming that plays on a predetermined schedule and channel across traditional cable and broadcast networks.
OTT	Any streamed media service offered directly over the internet, bypassing traditional cable, broadcast, and satellite platforms, e.g., Amazon Prime or Netflix, and any Video-on-Demand (VOD) service. The content is accessed via websites, computers, apps, digital media, or smart TVs.
Response	A visit to the website or app.
Confirmation	Confirmation of a sale or conversion.

Purpose of the enhancements

Innovid has been working diligently to rethink the InnovidXP platform to provide the best possible user experience and unified reporting options in today's converged TV marketplace.

To gain feedback on our new look and feel, we’re enlisting the support of our clients to understand precisely how you would engage with our enhanced user interface, charts, metrics, and tables.

Alongside the enhanced UI, Innovid will begin rolling out new metrics, including linear reporting, such as reach and frequency by network or creative, and expanded reporting of digital ad serving with outcomes.

Improved user experience

Single sign-on access
New look and feel with updated pages, including the homepage
Added navigation controls
Access to existing legacy areas, including Spot Upload, Response Upload, Response Breakdown, and Exports
Exporting capability available at chart level in Linear and OTT outcomes charts
The addition of Data Lineage, which is behind reach and frequency reporting, within OTT
Streamlined workflows and automation
More data granularity
More visualizations and Pivots

New metrics and actionable insights

Linear and OTT outcomes are available across all devices: desktop, mobile/tablet, CTV, and linear
Ability to filter by Response Type
Heat map visualizations are available for geographical area as well as daypart and week part
Linear and OTT Reach & Frequency data available by network and creative
Linear and OTT outcomes data available by publishers, networks, and creatives

The landing page

This section describes what you can view and where to go for specific tasks.
After logging in, the following landing page is displayed:

EnhancedXP landing page.png

Landing page navigation

According to your user access, the following links are available on the landing page.

Landing page
Option	Description
Spot Upload	Displays the New Upload tab, which lets you upload a spot file.
Response Upload	Displays the Upload Response File page, which lets you upload a response file.
Response Breakdown	Displays the Response Breakdown page, which lets you view and validate recent response data.
Exports	Displays the Exports Data page, which lets you configure and schedule automatic export reports.
Pivots	Displays shortcuts to commonly used Pivots, including a link to view all Pivots.

Main menu options

The following options are available in the main menu at the top of the landing page.

Main menu
Option	Description
Analysis	This area lets you view and create detailed Pivots and Charts of immediate attribution across multiple efficiencies and attribution metrics. You can view the factors or dimensions you want, including weekday, creative, daypart, channel, promo code, telephone number, year, month, or date. This option also lets you build Paths, which are collections of Charts and Pivots that let you step through your data and look at individual spots.
Campaigns	This area lets you view past and present campaigns and easily compare their effectiveness across different factors. This update combines a new user interface with access to additional metrics and, for customers with unified campaigns, access to cross-campaign measurement and attribution metrics.
Data	When you select the Analysis option, the Data menu appears. You can use the Data menu to upload, analyze, and export spot, impression, and response data.
	Select the Help icon to visit our Help Center.
	Select the User icon to manage your account details, manage users (dependent on your access), or log out of InnovidXP.
	When you select the Analysis option, the Language icon becomes available. Select the Language icon to change the display language. The available languages are English, German, Spanish, and Japanese.

Data Activation options

The following options are available according to your user access.

Data Activation
Option	Description
Spot Upload	Select this to go to the Spot Upload area of the platform. You can view a video on how to upload spot files, select a file to upload, or check the progress of previously uploaded and processed files.
Response Upload	Select this to view the Upload Response File page. This page lets you update Web, Phone, App, or SMS response data.
Response Breakdown	Select this to go to the Response Breakdown page. This page lets you view your response volumes to validate and compare them against volumes recorded by a third-party analytics site and ensure your tags are working properly.
Exports	Select this to view the Export Data page, which lets you configure and run exports.

Analysis overview

The Analysis functionality in InnovidXP lets you:

Visualize your spot, impression, and response data and gain detailed insight into your TV advertising performance.
View and analyze your data beyond a traditional table of rows and columns.

Select Analysis from the main menu to view the Pivots list page:

EnhancedXP Pivots.png

This page lists previously created Pivots, depending on your access level, and you can search for any Pivots you have saved and want to reuse or build a new Pivot.

The Pivot area includes:

Predefined Pivots and Charts for viewing details on your data, such as how many responses, the cost per response, etc.
Functionality to manipulate the raw data by drilling down into the data, 'slicing and dicing' the view, and saving your Pivots and Charts.

Building a Pivot

To create a new Pivot:

Select Create New Pivot.
This displays the New Pivot page:
Select the date range for your Pivot. The date range is in the top right below the main menu.

This can be a customized date range, or you can select the last active week or the last active four weeks.

The platform displays a summary of data within this date range to begin building your Pivot, for example, responses, a choice between KPIs, and the number of spots and cost.

Tips for building Pivots

When building a Pivot:

We recommend looking at either linear channel or OTT (Connected TV) or publisher and then continuing to dive into performance.
You can reset any metrics and include what’s relevant to your analysis. For example, you could select cost impressions to determine how many unique creatives aired.
We advise including at least two KPIs, for example, Response and Confirmation. (It depends on your KPIs, but these are typically the metrics clients choose to activate.)
Optionally, select Cost per confirmation to understand where we can find efficiencies within the data you are viewing.

Getting started with campaigns

When you select View All Campaigns or Campaigns on the main menu, the following page is displayed:

Latest campaigns.png

This page shows a list of all current campaigns and works like the classic Campaign View.

NOTE: Adding a new campaign in the Beta Campaign View is not currently possible. Contact your account manager to add a new campaign.

Viewing campaign metrics

Select a campaign from the list or one of the Latest Campaigns from the header widgets.

Viewing a campaign

Each campaign page displays a header area made up of the following dropdowns:

Media selector: Lets you switch between Linear, OTT, and unified metrics
Outcome selector: Lets you switch between types of outcome, e.g., response

Media selector

This dropdown enables switching between Linear, OTT, and unified metrics. Unified metrics will only be available for campaigns configured for both Linear and OTT.

Outcome selector

This dropdown is available in the Outcomes pages and changes the type of outcome shown on all charts, widgets, and tables in the user interface. By default, this will have Response selected, including all your response data.

If this platform has actions configured, the response type in this selector can be changed to update the visible attribution metrics and show the action values instead.

Export to Excel

Each chart in the campaign pages has a link to export the chart data to an Excel spreadsheet. When you select the link, an Excel file is generated for that chart and downloaded to your computer.

Linear: List of Widgets/Charts

Linear Measurement - Summary

Linear Measurement_Summary.png

Linear Measurement - Summary
Chart/Widget Name	Description
Total Impressions	The total number of upscaled impressions that have been served on networks that are supported by Inscape/Samba for impression-based linear.
Total Reach	The total number of unique households with at least one impression served.
Number of Unique Networks	The total number of unique parent networks that have aired an ad for this linear campaign.
Average Frequency	The average number of times a unique household was served an impression.
Reach by Network	The number of households exposed to a specific network as a percentage of the number of households exposed to the whole linear campaign. This chart shows a maximum of 25 networks.
Frequency by Network	The average number of times a household is exposed to an ad on a specific network. This chart shows a maximum of 25 networks.
Breakdown of Impressions by Day of Week	The percentage of total available households that were served impressions on each day of the week.
Breakdown of Impressions by Daypart	The percentage of total available households that were served impressions on each daypart.

Linear Measurement - Geography

Measurement_Geography_with icon.png

Linear Measurement - Geography

Chart Name

Description

Impression Delivery and Response by Geography

A table listing the total number of impressions, frequency, and total reach by market area.

The default view includes:

Total Impressions: The total number of upscaled impressions served on networks supported by Inscape for impression-based linear.
Frequency: The number of linear impressions served in each household within a Market exposed to linear.
Total Reach: The total number of households reached within a market area.

Linear Measurement - Creatives

Linear Measurement - Creatives
Chart/Widget Name	Description
Number of Creatives	The count of the unique number of creatives delivered during this linear campaign.
Total Reach	The average number of times a unique household was served an impression.
Most Seen Creative	The creative with the highest reach during this linear campaign.
Average Frequency	The number of times a unique household was served an impression on average.
Reach by Creative	The number of households reached by a specific creative as a percentage of the total households reached.
Frequency by Creative	The average number of times a household is exposed to a specific creative.

Linear Outcomes - Summary

Outcomes Summary.png

Linear Outcomes - Summary
Chart/Widget Name	Description
Total Response	Incremental responses* are calculated daily at the spot level. Therefore, weighting must also be applied to any sessions that arrive following exposure to multiple impressions. Upscaling: Once incremental responses are calculated, they must be upscaled to provide projections at the population level. To do this, we look at the ratio between the total number of web sessions captured by the pixel and the number of sessions coming from household IP addresses within the full linear viewership panel. If the Probabilistic Spike model is being used and it is detecting more immediate responses than the Impression-based model, responses are topped up accordingly. *Incremental responses = what is left of exposed group responses when control group baseline sessions (those that would have happened anyway) are removed.
Response Rate	The number of attributed responses as a percentage of the number of impressions served.
Cost per Response	The cost of each attributed response based on the total cost of the campaign and the total number of responses.
TV Influence	The percentage uplift in the visitor rate* when comparing the exposed group with the control group. *Visitor rate = number of individual households.
Frequency and Reach Across Households	This chart shows the following: The frequency distribution of the campaign: percentage of households exposed once, twice, etc. Effective Frequency Range: the frequency range within which n+1 exposure results in a significant increase in the visitor rate
Cumulative Impression Delivery Over Time	This chart shows reach and frequency over time and indicates how quickly you can reach an effective audience. Effective Frequency Range: the frequency range within which n+1 exposure results in a significant increase in the visitor rate Avg Impressions Reached per HH: cumulative average frequency HH reached: the cumulative sum of households exposed to at least one impression
Total Response Over Time	Responses over time are broken down according to the date the session occurred. The light blue bar represents sessions attributed on that day, linked to an impression served that day. The dark blue bar represents sessions attributed on that day, linked to an impression served before that day, within the campaign period. A session must occur within the attribution window (usually seven days) to be linked to an impression as a view-through. Therefore, the blue bar is made of responses to impressions served within the past seven days. A single session could be split between the light blue and dark blue bars if the household was exposed to both impressions on that day and before that day.
Recency Effects for Response	The response rate split by the number of days after the impression was served.
Same-day and Longer-term Response (Features the top 10 networks and creatives)	Network: attributed response split by network. Immediate Response: The purple bar represents the percentage of response within the first ten minutes of the ad run, determined by the Probabilistic Spike model. Same-day all response: The dark blue bar represents the percentage of response on that day, linked to an impression served that same day but outside the Immediate Response and Spike. Longer-term all response: The light blue bar represents the percentage of response on that day, linked to an impression served prior to that day. Creative: as above, split by creative Day of Week: as above, split by day of the week Daypart: as above, split by daypart Totals: the number of responses Proportional: the percentage of responses

Linear Outcomes - Geography

Outcomes_Geography_with icon.png

Linear Outcomes - Geography

Chart Name

Description

Impression Delivery and Response by Geography

A table listing response, response rate, the total number of impressions, and frequency by market area.

The default view includes:

Response: The number of responses for each market area.
Response Rate: The number of attributed responses as a percentage of the number of impressions served.
Total Impressions: The total number of upscaled impressions served on networks supported by Inscape for impression-based linear.
Frequency: The number of linear impressions served in each household within a market exposed to linear.

Linear Outcomes - Network Response

Linear Outcomes Network Response.png

Linear Outcomes - Network Response
Chart/Widget Name	Description
Performance by Network	Share of Linear Impressions: the number of impressions served on a specific network as a percentage of the total number of linear impressions Share of Response: the number of responses linked to a specific network (after taking into account the control groups and upscaling and adding in extra from the Hybrid model) as a percentage of the total number of attributed responses Responses: the number of responses linked to a specific network (after taking into account control groups and upscaling and adding in extra from the Spike model) Response Rate: the number of responses linked to a specific network as a percentage of the number of impressions served on that network
Network Response Rate and Impressions Over Time	This chart shows the breakdown of the share of impressions compared with the response rate for the selected KPI and the selected network.

Linear Outcomes - Creatives

Outcomes Creatives.png

Linear Outcomes - Creatives
Chart/Widget Name	Description
Number of Creatives	The count of the unique number of creatives that have been delivered during this campaign.
Top Performing Creative	The name of the creative that had the highest response rate.
Total Response	Incremental responses are calculated daily at the spot level and therefore a weighting must also be applied to any sessions that arrive following exposure to multiple impressions. Upscaling: Once incremental responses have been calculated, they must be upscaled to provide projections at the population level. To do this, we look at the ratio between the total number of web sessions captured by pixel and the number of sessions coming from household IP addresses within the full linear viewership panel. If the Probabilistic Spike model is being used and it is detecting more immediate responses than the Impression-based model, responses are topped up accordingly.
Response Rate	The number of attributed responses as a percentage of the number of impressions served.
Response Rate by Creative	The number of responses linked to a specific creative as a percentage of the number of impressions for that creative.
Creative Share of Impressions Compared to Response	This table shows the percentage of the total impressions, split by creative, and the corresponding split of responses and response rate.
Creative Response Rate by Day of the Week	The response rate of each creative, based on the day of the week the ad was served.
Creative Response Rate by Daypart	The response rate of each creative, based on the daypart in which the ad was served.