Replay Ads become part of Swiss TV measurement
With the launch of the Replay Ads in fall 2022, the Swiss TV industry presented a real world first. Since then, advertisers in Switzerland have been able to advertise specifically on time-shifted TV and gain new target groups and additional reach.
From now on, advertising on time-shifted TV is also part of the official TV measurement: The independent industry organization Mediapulse has developed an innovative measurement method, with which the reach of replay ads campaigns and the combined reach of linear TV and replay ads campaigns can be evaluated.
The data is available to advertisers for TV or Replay Ads campaigns booked accordingly in the EvoAd planning and analysis tool.
Convergent TV measurement with combined net reach
Linear Advertising vs. Replay Ads – Implications for the measurement
Unlike traditional TV commercials, replay ads are an action-based form of advertising that is decoupled from the TV program. The ad play itself is triggered individually by each viewer – this poses new challenges for standard TV measurement.
| Linear tv ads | Replay Ads | |
|---|---|---|
| Broadcast | Linear advertising block that is aired at a predetermined time (broadcast). The programme choice determines the ad, which is the same for all persons watching. | The broadcast of a replay ad takes place on the basis of the individual TV consumption in time-shifted<br /> television of a single person at any time (unicast). The ad is triggered by pressing the remote control buttons. [START]→ Start Ad [FFWD]→ Fast Forward Ad >[PAUSE]→ Pause Ad |
| Media performance | The advertising contact is assigned to the corresponding advertising block taking place at the same time in the respective programme environment. | The advertising contact is triggered by the individual use situation in the respective programme environment. |
| Media planning | Planning and booking is done by selecting advertising blocks. | Planning and booking takes place via the desired gross performance with the audience (number of contacts) |
| Invoicing | According to seconds booked | According to completed views based on the Replay Ad Platform (RAP) |
So setzt sich die Replay-Ads-Messung zusammen
Die Replay Ads-Messung basiert auf drei zentralen Säulen:
- Replay Ads werden auf Basis der bestehenden hybriden TV-Messung von Mediapulse erhoben und ausgewiesen. Dabei werden Nutzungsdaten aus dem bekannten repräsentativen TV-Panel mit den Nutzungsdaten eines virtuellen Settop-Box-Panels kombiniert.
- Die Messung der Replay-Ads-Kontakte innerhalb des virtuellen Settop-Box-Panels geschieht über die Zuordnung der von der Replay-Ad-Plattform (RAP) ausgelieferten Replay Ads zu den Settop-Boxen. Hierfür stehen die Auslieferungsdaten (Tracking Events) zur Verfügung, die Auskunft darüber geben, welches Ad-Format von welcher Kampagne zu welcher Zeit auf welcher Settop-Box von welchem Distributor in welchem Sender- und Genreumfeld ausgeliefert und vollständig abgespielt wurde.
- Die Messung der Kontakte mit den Replay Ads innerhalb des TV-Panels erfolgt bei den Start Ads und Video Ads mit Hilfe der sogenannten Watermark-Technologie. Mit dieser wird erkannt, wann und wie lange ein Replay Ad von welchen Personen im Haushalt in welchem Programmkontext gesehen wurde. Zur Bestimmung der eigentlichen Kampagne wird ein statistisches Modell eingesetzt. Bei den Pause Ads ist aus technischen Gründen die Implementierung eines Watermarks nicht möglich, weshalb hier ein anderes Vorgehen erforderlich ist. Dabei werden einem Panelmitglied des TV-Messpanels die Replay-Ad-Kontakte eines statistischen Zwillings aus dem Settop-Box-Panel zugeschrieben.
Die Verbindung der Replay-Ad-Messdaten aus dem TV-Messpanel mit jenen aus dem virtuellen Settop-Box-Panel folgt dann der Logik des hybriden TV-Messsystems. Die Detailinformationen zur Messung findest du auf der Website der Mediapulse.
Replay Ads reported with the usual TV facts
The evaluations for replay ad campaigns are carried out using the same facts and figures as in linear TV and can be viewed via EvoAd, e.g. net reach, contact total, GRP (gross reach or advertising pressure), OTS (average contacts). Thereby the values are aggregated to hours, cumulations within Replay Ads become possible as well as cumulations of linear and Replay Ads campaigns.
Conclusion: How advertisers can profit
- Linear TV and replay ads campaigns can be evaluated together: With the new measurement, the advertising market receives ex-post values for replay ads campaigns and can evaluate them together with linear TV campaigns.
- Measurement in the established TV standard: Replay Ads are collected and reported within the existing hybrid TV measurement, i.e. in the familiar TV measurement standard.
- Additional insights for your campaign planning: In contrast to pure delivery statistics, Replay Ads measurement provides additional data regarding target group reach and additional contacts or incremental reach in addition to net reach.
- Daily data delivery: As usual with linear TV, the measurement provides daily data for the advertising market
Learn more about the topic from the AGFS information event (in German):
Let’s shape the new TV measurement together!
Book your Replay Ads and benefit from insightful data and learnings for your campaign planning! We would be happy to discuss your next TV campaign with you or answer any questions you may have. The Goldbach Media team looks forward to hearing from you at [email protected].
