|One big thing|
For many set top boxes, they’re on all the time. And if they’re tuned into a channel, even though the tv is off, chances are that viewership is being counted. Which leads to over counting. Even OTT apps can continue to play after you turn the tv off. This means at least $1b worth of ads are being played to no one each year.
This is why viewability for the web was invented, to ensure that ads were shown in view of the customer. Makes sense. However for tv, the existing roll out of set room boxes and lack of universal standards make the implementation of a similar type solution challenging.
We saw a few weeks back that NBCU is experimenting with multi ad and content on screen. Initially this may seem a bit grim, but is it an improvement over the ad break? And everyone’s tv is a lot larger than they used to be. Maybe that yields enough to drop one or two ad breaks per hour. I’ll be curious to see how it goes.
With all this, the backbone or thread is that measurement enables product innovation. Getting those right things captured in your metrics, helps push things forward.