To help customers and partners better measure video and over-the-top (OTT) performances, Google has launched a suite of new video-first measurement and reporting tools in Google Ad Manager Tools designed to help businesses understand what is working best and, consequently, to increase revenues.
Last year, Google highlighted, people spent 57% more time streaming video content. In light of this, video publishers and television channels quickly adapted to measure the performance of ads on screens to understand how to meet their goals, increase revenue and offer a good viewing experience.
However, according to Google, the measurement of video and over-the-top is not easy, due to the variety of devices and platforms, the lack of standardised signals and the dependence on traditional TV data and bookings.
Video True Opportunities Reporting allows you to understand the real inventory potential of each advertising break using time-based metrics that are built specifically for video. You can also use this report with Ad Break Templates, a feature that allows you to use granular advertising rules to create a customized commercial break.
Google has also made improvements to TV Forecasting that allow partners to project the available video inventory more accurately and to take into account the complexity of seasonality and period, such as those caused by the unpredictable nature of the Covid-19 emergency Mountain View’s company has integrated the metrics Video True Opportunities into TV Forecasting, such as durability and advertising opportunities. In addition, business partners can now customize and adjust ad requests according to reference points.
The content has become an even more critical inventory signal on OTT devices due to device fragmentation. To give businesses a new, knowledgeable way of exploring, measuring and packaging their video inventory, Google is then making the UI of Video Content Explorer available in a wider way and is adding new in-depth tabs.
The new audience insights card offers demographic breakdowns of content based on its own audience data, so you can understand which audience is looking at its content and more effectively evaluate its inventory. Further in-depth information sheets also reveal details of the main devices on which the content has been displayed, what content is generating the greatest impressions and the sell-through performance of the ad on its contents.
This information can help you optimize your ads and understand where there are opportunities to increase the monetization of specific content. In the future, Google explains, this screen will be the main hub of Ad Manager’s content, where other content packaging features, sources of public information and monetization functions will be added.
In addition, to help partners accurately measure TV audience, Google is integrating its platform with Nielsen’s suite of Digital Ad Ratings products, which provides an OTT measurement of selected platforms that includes co-viewing. Using Nielsen data, you can measure and receive credits for multiple impressions on your OTT inventory that reflect co-viewing.