A study conducted by WPP's GroupM in conjunction with audience-measurement firm iSpot found that anywhere from 8-10% of streaming ad impressions via connected TV play when TVs are shut off, and that 17% of impressions delivered only via CTV streaming devices such as sticks, gaming consoles and dongles suffer the same fate.
"Depending on the configuration among the three components -- TV make and model, streaming device and publisher app -- the CTV impression overcount by publisher ranged 2.5% to 15% across all CTV streaming activity," GroupM's report says.
According to MediaPost, the study also found that gaming consoles generally had lower rates of continuous play than dongles and sticks, while native smart TV apps, which make up nearly half of all CTV viewing, had virtually no incidence of overcounts across streaming ad delivery.
The study is part of GroupM's initiative to measure the “viewability” of ads on streaming and CTV environments, working with media companies such as NBCU, Disney, Paramount, and Warner Bros. Discovery to create new standards for such measurement. In its announcement reporting these findings, GroupM cites its work with the Interactive Advertising Bureau in this initiative. "Our initial work was to quantify the problem and addressing standards setting is a key next step for us," a GroupM spokesperson said. "We are engaged with the IAB and working in partnership with the MRC and others to build more transparency and counting rigor into our increasingly complicated media marketplace."
iSpot is one of several audience-measurement firms positioning itself as an alternative measurement source to Nielsen for TV and cross-platform ratings in the current upfront ad marketplace. While iSpot is currently the only Nielsen alternative with MRC accreditation, it is only for TV occurrence data as opposed to actual audience measurement.
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