XP-only OTT User Guide (Non Ad Serving)

Description: This article describes the OTT pages in the XP platform for non-ad serving customers. See this article to view information on OTT for ad serving customers. 

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


OTT Measurement - Summary

Non ad Serving Measurement Summary.png

 

Chart Name Description
Total Impressions

The total number of impressions served during the campaign duration. 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.

Screenshot 2024-04-10 at 14.31.02.png
Total Reach The total number of unique OTT households with at least one impression served. Screenshot 2024-04-10 at 14.31.56.png
Number of Unique Publishers The total number of unique publishers that have aired an ad for this OTT campaign. Screenshot 2024-04-10 at 14.32.40.png
Average Frequency The average number of impressions a household was exposed to. Screenshot 2024-04-10 at 14.33.06.png
Reach by Publisher

The percentage of households who were exposed to at least one impression from a specific publisher (the households counted here may also have been exposed to another publisher).

Reach by Publisher.png

Frequency by Publisher

The average number of impressions each household was exposed to from a specific publisher.

Frequency by publisher.png

Breakdown of Impressions by Day of Week

This chart shows the percentage of total available households that were served impressions on each day of the week.

Breakdown of impressions bu day of week _OTT.png

Breakdown of Impressions by Daypart

This chart shows the percentage of total available households that were served impressions during each daypart.

Breakdown of impressions by daypart_ott.png


OTT Measurement - Geography

Measurement_Geography.png

Chart Name Description
Impression Delivery Geography

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

Impression Delivery and Response by Geography.png

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

Screenshot 2024-03-14 at 10.38.47.png


OTT Measurement - Creatives

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Chart Name Description
Number of Creatives The count of the unique number of creatives that have been delivered during this linear campaign.
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Most Seen Creative

The creative with the highest reach.
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Number of Unique Publishers The total number of unique publishers that have aired an ad for this OTT campaign.
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Average Frequency The average number of impressions a household was exposed to.
c9ee0291-844c-49bf-bef1-695b6e73e27e.png
Reach by Creative

The number of households reached by a specified creative as a percentage of the total number of households reached.

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Frequency by Creative

The average number of times a household is exposed to a specified creative.

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OTT Outcomes - Summary

Non ad serving_OTT outcomes summary.png

Chart Name Description
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.

Screenshot 2024-04-10 at 10.44.07.png
Response Rate

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

Screenshot 2024-04-10 at 10.45.15.png
Cost per Response The cost of each response (view-through), based on the total cost of the campaign and the total number of responses. Screenshot 2024-04-10 at 10.45.52.png
Same-day Response The percentage of total response that occurs on the same day as the ad is served. Screenshot 2024-04-10 at 10.46.22.png
Frequency and Reach Across Households

This chart shows the following:

  • The frequency distribution of the campaign: percentage of households exposed once, twice, etc.

  • The Effective Frequency Range: the frequency range within which n+1 exposure results in a significant increase in the visitor rate

Frequency and Reach across HHs.png

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

Cumulative Impression Delivery over Time.png

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.

Non ad serving_Total response over time.png

A session must occur within the attribution window (usually seven days) to be linked to an impression as a view-through. Therefore, the dark 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.

Recency effects for response_OTT summary.png

Same-day and Longer-term Response

(Features the top 10 Publishers and Creatives)

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

Same day and longer term response.png

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

OTT Outcomes - Publisher Response

Insights campaign publisher response.png

Chart Name Description
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

Performance by publisher.png

  • 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).

Publisher response rate and Impr over time.png


OTT Outcomes - Geography

OTT Outcomes Geography.png

 

Chart Name Description
Impression Delivery Geography

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

Impressions Delivery Geography.png

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

Impression delivery and reponse by Geography.png


OTT Outcomes - Creatives

Insights campaign_creatives.png

Chart Name Description
Number of Creatives The count of the unique number of creatives that have been delivered during this OTT campaign. Number of creatives.png
Top Performing Creative The label of the creative that had the highest response rate. Top performing creative.png
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.

Total Response.png
Response Rate The number of attributed responses as a percentage of the number of impressions served. Response rate Creatives.png
Response Rate by Creative

The number of responses linked to a specific creative as a percentage of the number of impressions for that creative.

Response rate by creative.png

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 share of impressions vs response.png

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.

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Creative Response Rate by Daypart

The response rate of each creative, based on the daypart in which the ad was served.

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Related content

XP + Ad Serving OTT and Reach Extension User Guide

XP-only OTT User Guide (Non Ad Serving)

InnovidXP User Guide (Linear Section)

FAQs: Using the Product

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