InnovidXP + Ad Serving OTT Demographics User Guide

Description: This article explains the Demographics tab in the Open Beta version of the InnovidXP platform, available to select ad serving customers only.

Note: All information in this article refers to the Open Beta version of the platform. It may contain information and images that slightly differ from your view. 


Demographics Overview

Within the Demographics tab, you can view reach, frequency, spend, and impression splits by age and gender. InnovidXP can layer this information over devices, platforms, or publishers for a more granular and actionable view. From there, you can select different filters and options depending on what information you want to analyze.

The data displays the demographics of households where ads were served, so there are instances where a household can have multiple age groups, such as 18-34 and 55+. By comparing campaigns or features of campaigns (e.g., publisher 1 vs. publisher 3, etc.), an advertiser can identify the tactics enabling them to reach the households with audiences of interest present. This comparison becomes invaluable insight for media planning and mid-flight optimization.

Note: The age limit is 18+. We actively do not display data for groups under 18, in keeping with privacy regulations.


How InnovidXP calculates demographics on impressions served

InnovidXP measures impressions and demographic data at the household level, not individual viewer-level demographics. Instead, our platform provides insight into what proportion of an advertiser’s impressions were delivered to households containing demographic groups that interest them.

An impression is counted at the household level as ‘an opportunity for household users to see the ad.’ This means that when an impression is served to a household, the demographic groups present within that household have the opportunity to be exposed.

For example, the diagram below shows that we would not count an impression twice just because there were two individuals of the same age group in that household; we calculate this as one impression.

  Screenshot 2023-12-21 at 11.52.53.png


Viewing the Demographics tab

  1. When you login to XP, select the OTT or OTT & Linear campaign you want to view from the landing page.
  2. Select Measurement > Demographics to view the Demographic Performance chart. The information is displayed in two interactive formats: a bar chart and a table, for example:

    Screenshot 2024-02-06 at 11.44.16.png

Note: The age limit is 18+. We cannot display data for groups under 18.

The bar chart and table default to the above data, allowing you to select further options to drill down into the data.

At the top of the bar chart, you can see distinct editable fields that let you dictate how you want to view the data:

  • Choose to view demographic breakdowns from the Dimensions drop-down:
    • Device: This is the device type (e.g., Smart TV, Desktop, Mobile, etc.)
    • Platform: This is the brand of the device (e.g., Roku, Samsung, LG, Playstation, Vizio, etc.)
    • Publisher: This is the media supplier (e.g., Hulu, Paramount, Peacock, Max, Tubi, etc.Screenshot 2023-12-21 at 12.05.22.png
  • Choose to view by Age & Gender combined or just Age or Gender.

    Screenshot 2023-12-21 at 12.15.51.png

  • Choose which Metrics you want to see in the chart:
    Screenshot 2024-02-06 at 12.55.11.png

    The table displays a view of the resolution of all impressions served to the selected demographic group(s) at the household level for reach and frequency measurement. Remember, this data is not extrapolated.

    You can filter this table by selecting the ellipsis at the top of any column to view the following menu:

    Screenshot 2023-12-21 at 12.19.13.png


  • Select Sort Ascending or Sort Descending to change the order by total.
  • Select Columns and toggle the columns you want to hide or display in the table.
    For example:
    Screenshot 2024-02-06 at 12.56.54.png

    Note: When you change the view in the table, the corresponding data will update in the bar chart and vice versa.

Below is an example of a more granular view of the information by which an advertiser could make publisher-based (media-planning) decisions in real-time to improve the percentage of households containing at least one member of the demographic they want to reach with their campaign.

Screenshot 2023-12-21 at 12.24.33.png


Demographics Definitions

The Demographic Performance bar chart shows your campaign’s demographic performance across a maximum of two metrics selected at any time.

The following table lists the available filters and options in this chart:

Demographic Performance
Filter Description Options
Dimension

You can view the age and gender splits by device, platform, or publisher only.

All is selected by default.

  • All
  • Device
  • Platform
  • Publisher
Demographic

This filters the data to include households with the selected demographic that were served an impression and had an opportunity to see it.

Note: This does not necessarily mean that served impressions were viewed.

  • Age & Gender
  • Age only
  • Gender only
Age Displays if Age or Age & Gender is selected in the Demographic filter. Various age ranges, limited to over 18s only.
Gender Displays if Gender or Age & Gender is selected in the Demographic filter.
  • All
  • M
  • F
  • M/F
Metrics You can select a maximum of two metrics simultaneously. % Impressions to demographic HH (i.e., % of total impressions) and Total Reach are displayed by default. Various metrics (see below)

 

The following table lists the available metrics in the Metrics dropdown in the bar chart:

Metrics filter
Metric Description
Note: There can be multiple individuals from the same demographic group within the same household.
Total Reach The total number of deduplicated households reached with at least one member matching the same age/gender as the displayed demographic group(s).
Impressions The total number of impressions served to a household with at least one member matching the same age/gender as the displayed demographic group(s).
Frequency The average number of times the displayed demographic group(s) was served an impression.

% Impressions to HHs with Demographic (i.e., % of total impressions)

The percentage of all impressions served to households with at least one member matching the displayed demographic group(s).
eCPM The effective cost per thousand impressions delivered, if available.
Cost Per Reach The cost per 1,000 households reached (not deduplicated).
Light 1-2x The percentage of households exposed once or twice during the campaign.
Medium 3-9x The percentage of households exposed three to nine times during the campaign.
Heavy 10x + The percentage of households exposed ten or more times during the campaign.
Frequency: Light The number of households exposed once or twice during the campaign.
Frequency: Medium The number of households exposed three to nine times during the campaign.
Frequency: Heavy The number of households exposed ten or more times during the campaign.
Matched Impressions This metric represents the number of impressions that successfully matched with the external ID. It helps you gauge the effectiveness of matching efforts.

% Reach to HHs with Demographic (i.e., % of total reach)

The % of unique households reached with at least one member matching the same age/gender of the displayed demographic group(s).

Spend

The total spend for the displayed filtered report data.

% Spend on HHs with Demographic (i.e., % of total spend)

The percentage of the total spend used to deliver impressions to households with at least one member matching the same age/gender of the displayed demographic group(s).

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