XP + Ad Serving OTT and Reach Extension User Guide

Description: This article describes the OTT and Reach Extension metrics available to InnovidXP + Ad Serving customers in the U.S. only on the InnovidXP (Open Beta) platform.

For more information on the InnovidXP platform, including the linear metrics, see the following guide: InnovidXP User Guide.

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. 


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


OTT: List of Charts/Widgets

OTT Measurement - Summary

Note: This view and associated data are available to customers in the U.S. only. The Demographics tab is in Closed Beta. 
If you are using Demographics, you can find more information in InnovidXP + Ad Serving OTT Demographics (Beta) User Guide.

EnhancedXP OTT Insights Campaign.png

 

OTT Measurement - Summary
Chart/Widget Name Description
Total Impressions

The total number of impressions served during the campaign. For OTT, this is an exact number taken from the Impression Tracker.

Measurement is based on the dates entered when the campaign is set up.

Total Reach

The total number of unique OTT households with at least one impression served.

Publisher Overlap

The number of unique households served by multiple publishers.

Average Frequency

The average number of impressions served to each household.

Delivery Over Time

This chart shows reach and frequency across the campaign. Use the dropdowns to select different dimensions, e.g., device, platform, publisher, and campaign, and change the chart to display only one metric instead of 'All'.

You can view data by day, week, or month or select Total to display reach and frequency for the whole campaign. When Total is selected, you can choose up to two metrics to display and compare, e.g., impressions and incrementality. Use the Show/Hide Data Table toggle to show or hide the current chart data in table format.

Reach Overlap

This bubble chart provides an at-a-glance summary of the reach overlap between publishers. Each bubble represents the percentage of reach the corresponding two publishers in the x- and y-axes shared.

As shown in the example below, you can hover over a bubble to view more details about the overlap.

Example:

In this example, we can see that Peacock and NBC have a large percentage of overlap of impressions and over 50% reach overlap. Reducing spending on one of these may be useful by comparing the reach overlap with other publishers to ascertain which.

Share of Unique Reach / Impressions

This donut chart provides an at-a-glance summary of the share of unique reach or impressions by publisher, device, or platform. 

The view defaults to Publisher and Unique Reach, you can select a different Dimension and Metric from the dropdowns. 

This helps you quickly determine which publisher has the highest percentage of unique reach.

Data Lineage

Data Lineage provides a transparent view of the resolution of all impressions served to households for reach and frequency measurement purposes. It currently applies to ad serving impressions only at the publisher level. We calculate metrics based on observed behavior and then extrapolate (model) to account for unresolved impressions.

The level of resolution is defined by the eligibility of the impression, where an eligible impression can be measured directly and resolved to a household. 

This table shows the following by publisher before we have applied any extrapolation:

  • All Impressions: total number of ad impressions served
  • Youtube Impressions: number of Youtube impressions (Note: Youtube impressions are for reference only and are excluded from the count of eligible impressions and are excluded from household reach and frequency metrics)
  • Eligible Impressions %: percentage of the number in the All Impressions column that can be resolved to a household
  • Eligible Impressions: number of eligible impressions
  • Eligible Reach: number of households exposed to an eligible impression, served at least once
  • Eligible Frequency: average number of times an eligible impression was served to the household

Additional information

The interactive table lets you add additional columns and apply different filters to drill down into the data.

Select the ellipsis at the top of a column to view the filter menu.

  • 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
  • Select Filter to enter conditions and further filter the data
Note: when you change the view in the table, the corresponding data will update in the bar chart and vice versa. 

 

OTT Measurement - Publisher Overlap

NOTE: This view and associated data are available to customers in the U.S. only.

Publisher Overlap Insights Campaign.png

 

OTT Measurement - Publisher Overlap
Chart/Widget Name Description
Overlap

The Overlap page provides compelling insights into the unique reach and incremental efficiency of the two selected Publishers (primary and comparison).

The default view includes:

  • Overlapping Reach: number of unique households to which both publishers have served an ad in this campaign.
  • Primary Overlapping Reach: percentage of the reach overlap that is the primary publisher's reach 
  • eCPM Difference (Primary): percentage difference of the effective cost per thousand impressions of the primary publisher vs. the comparison publisher.
  • Diff. CPU (Primary): percentage difference in the cost per unique reach of the primary publisher vs. the comparison publisher.

Additional information

The interactive table lets you add additional columns and apply different filters to drill down into the data.

Select the ellipsis at the top of a column to view the filter menu.

  • 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
  • Select Filter to enter conditions and further filter the data
Note: when you change the view in the table, the corresponding data will update in the Venn diagram chart and vice versa. 

 

OTT Measurement - Geography

NOTE: This view and associated data are available to customers in the U.S. only.

Insights Campaign _Geography.png

 

OTT Measurement - Geography
Chart/Widget Name Description
Audience Geography

State: number of impressions, frequency or total reach, grouped by state based on the geolocation of the IP address.

Market: table listing the total number of impressions, frequency, and total reach, by market area


 

OTT Outcomes - Summary

OTT Outcomes Summary Insights Campaign.png

 

OTT Outcomes - Summary
Chart/Widget Name Description Example Image
Total Response

This shows the total number of responses for the selected KPI for the OTT campaign.

Most OTT attribution is based on view-throughs, sessions that occur in the seven days following an impression (or the attribution window period selected).

If OTT control groups are used, the methodology is more closely aligned with how impression-based linear responses are attributed.

Response Rate

The number of attributed responses as a percentage of the number of impressions served.

Cost per Response

The cost of each response (view-through), based on the total cost of the campaign and the total number of responses.

Same-day Response

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 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 publishers and creatives)

Publishers: attributed response split by publisher. The light blue bar represents the percentage of response on that day, linked to an impression served that day. The dark blue bar represents the percentage of response on that day, linked to an impression served before that day.

2024-04-09_16-06-11.png

  • Creative: as above, split by creative
  • Day of Week: as above, split by day of the week
  • Dayparts: as above, split by daypart 

 

OTT Outcomes - Publisher Response

OTT Outcomes Publisher Response.png

 

OTT Outcomes - Publisher Response
Chart/Widget Name Description Example Image
Performance by Publisher

  • Share of OTT Impressions: number of impressions served on a specified publisher as a percentage of the total number of OTT impressions served
  • Share of Response: number of responses linked to a specified publisher (after taking into account control groups if enabled) as a percentage of the total number of attributed responses
  • Response: number of responses linked to a specified publisher (after taking into account control groups if enabled)
  • Response Rate: number of responses linked to a specified publisher as a percentage of the number of impressions served on that publisher
Publisher Response Rate and Impressions Over Time

The breakdown of impressions compared to the response rate for the selected KPI (in the header dropdown), for the selected publisher (in the left of the chart).

 

OTT Outcomes - Geography

NOTE: This view and associated data are available to customers in the U.S. only.

OTT_Geography.png

 

OTT Outcomes - Geography
Chart/Widget Name Description Example Image
Performance by Publisher

State: total number of impressions, impressions by capita, response rate, or frequency, grouped by state based on the geolocation of the IP address.

Impressions Delivery Geography.png

Market: table listing total number of impressions, impressions by capita, and frequency, by market area.

Impression delivery and reponse by Geography.png

 

OTT Outcomes - Creatives

OTT Outcomes Creatives.png

 

OTT Outcomes - Creatives
Chart/Widget Name Description
Number of Creatives

The count of the unique number of creatives that have been delivered during this OTT campaign.

Top Performing Creative

The name of the creative that had the highest response rate.

Total Response

This shows the total number of responses for the selected KPI for the OTT campaign.

Most OTT attribution is based on view-throughs, sessions that occur in the seven days following an impression (or the attribution window period selected).

If OTT control groups are used, the methodology is more closely aligned with how impression-based linear responses are attributed.

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.


Reach Extension

Overview

Linear impression data is used to detect the overlap in exposure and the unique reach of each channel. We identify linear households served with OTT impressions, linear impressions, and those exposed to both. Overlap (those identified as having seen both) is applied to validate total OTT and linear impression and reach calculations.

 

For example:

Reach extension Insights Campaign.png

The following tables list the metrics shown in the Reach Extension chart.

Linear

Metric Media Type Description
Share of Impressions

Linear

The percentage of all impressions served during the campaign that went to households that were served linear impressions only.
Reach Proportion

Linear

The percentage of all households reached during the campaign that was reached by linear only.

Average Frequency

Linear

The average number of linear impressions that each household only exposed to linear was served.

Unique Reach

Linear

The percentage of households reached by linear that were served linear impressions only (no OTT).

 

OTT

Metric Media Type Description
Share of Impressions

OTT

The percentage of all impressions served during the campaign that went to households that were served OTT impressions only.
Reach Proportion

OTT

The percentage of all households reached during the campaign that was reached by OTT only.

Average Frequency

OTT

The average number of OTT impressions that each household only exposed to OTT was served.

Unique Reach

OTT

The percentage of households reached by OTT that were served OTT impressions only (no linear).

 

Overlap

Metric Media Type Description
Share of Impressions

Overlap

The percentage of all impressions served during the campaign that went to households that were served both linear and OTT impressions.
Reach Proportion

Overlap

The percentage of all households reached during the campaign that was reached by both linear and OTT.

Average Frequency

Overlap

The average number of impressions that each household exposed to both linear and OTT was served.

Unique Reach

N/A

N/A



Related content

Reach Extension Overview

Pivots Overview

FAQs: Using the Product

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