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1
An Introduction to OTT and CTVKochava Guides for Marketers
2
The way in which we watch television has changed In a little more than a decade television
has undergone a dramatic transformation from scheduled cable programs to on-demand
streaming services with an explosion of new content streaming apps and devices from
which consumers can watch
With these new forms of television more advertising opportunities arise Understanding this
powerful marketing channel and how to utilize it best will give you the competitive edge in
your brand growth and engagement efforts
Introduction
The Evolution of TV
FIRST TRADITIONAL ndash 1927TELEVISION
CABLE INTRODUCES ndash 1990HIGH-SPEED INTERNET
FIRST DVR USED ndash 1999
NETFLIX STREAMING amp ndash 2007APPLE TV LAUNCH
TV GOES CORDLESS ndash 20142015
DISNEY+ LAUNCHES ndash 2019
PARAMOUNT+ LAUNCHES - 2021
1948 ndash CABLE TV LAUNCHED
1998 ndash NETFLIX VIDEO DVD RENTAL
2000 ndash BROADBAND INTERNETIS INTRODUCED
2014 ndash AMAZON FIRE STICK ampROKU TV LAUNCH
2015 ndash HBO NOW LAUNCHES AND DOESNrsquoTREQUIRE A CABLE SUBSCRIPTION
2020 ndash PEACOCK LAUNCHES
3
Getting it Straight OTT vs CTV Whatrsquos the Difference 4
Over the Top (OTT) 4
Connected TV (CTV) 4
A View From the Top Unpacking the OTT and CTV Ecosystem 5
The Devices 7
Types of Streaming Services and Content Providers 9
Common Types of OTT Ads 11
OTT Advertising Platforms 12
The Benefits of Advertising on OTT and CTV 13
Addressability amp Targeting 14
Viewability 15
Return on Investment (ROI) 15
Challenges with OTT and CTV 16
Measuring OTT and CTV 18
Measurement for Brands 21
The Future of OTT and CTV 24
Content Wars 25
More Devices per Household 25
Subscriptions 25
Glossary 26
In this Guide
4
Getting it Straight OTT vs CTV Whatrsquos the Difference
Have you ever wondered if yoursquore using the terms OTT and CTV incorrectly If so yoursquore not alone
According to a survey done by Brand Innovators their respondents had varied definitions of OTT
and CTV and some didnrsquot even know what the terms meant Clearly these terms are often misused
so letrsquos start by setting the record straight
Over the Top (OTT)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums Content may
be streamed ldquoover the toprdquo on connected TV (CTV) devices desktoplaptop mobile phones and
tablets from apps or websites As a general rule of thumb use OTT when yoursquore referring to the
universe of content being streamed ldquoover the toprdquo of the internet
Connected TV (CTV)
CTV is used to describe TVs that are either directly internet enabled (eg smart TVs) or the devices
that can be plugged into a TV to stream content ldquoover the toprdquo of the internetndashthink Amazon Fire
Roku and Chromecast sticks Apple TV PlayStation and Xbox gaming consoles etc
Kochava is an official member of the IAB Tech Lab which has put together an informative post
on this subject
OTT Streaming Services
Devices for Streaming OTT Content
DesktopLaptops PhonesTablets
Over the Top (OTT)
Connected TV (CTV)
Smart TVs Streaming BoxesSticks Game Consoles
55
A View From the Top Unpacking the OTT and CTV Ecosystem
6
A View From the Top Unpacking the OTT and
CTV Ecosystem
HO
US
EH
OL
DS
KO
CH
AV
A S
OL
UT
ION
SC
ON
TE
NT
CONSUMERS
NON-CTV DEVICES
CTV DEVICES
STREAMING SERVICES
OTT ADVERTISING PLATFORMS
ADVERTISERS
SVOD AVOD TVOD PVOD
Programmatic Platform Direct Publisher Direct
OTT
AD
VE
RT
ISIN
G
7
The Devices
Ads run through OTT may see airtime across a whole spectrum of devices depending on where
and how you buy your media (more on OTT advertising platforms later)
Non-CTV
Capable of streaming OTT content but not considered CTV are devices including smartphones
tablets and computers
CTV
CTV devices include smart TVs gaming consoles and other streaming boxessticks
SMARTPHONES TABLETSPADS DESKTOPS LAPTOPS
DEVICES
CTV DEVICES
SMART TVS GAME CONSOLES STREAMING BOXESSTICKS
8
In the past year the majority of OTT viewing has occurred on CTV devices while mobile and
tablet devices only make up 15 of the viewing time Among CTV platforms Roku is the most
popular by far
Share of Time Spent Viewing OTT Streaming
Video Worldwide by Device Q3 2020 ( of Total)
Connected TV Devices
CONNECTED TV DEVICES (50)
MOBILE PHONE (10)
TABLET (5)
DESKTOPLAPTOP (10)
GAMING CONSOLE (10)
SMART TVS (15)
Other
48 28 85
395568
Note The above chart represents activity tracked by Conviva broader industry metrics may vary
numbers may not add up to 100 due to rounding
Source ldquoConvivarsquos Latest Streaming Data Shows Advertisers Beginning to Reemerge Rise of Smart TVs Slows Growth for
Connected TV Devicesrdquo Conviva 20 Oct 2020 wwwconvivacompress-releasesconviv-state-of-streaming-q3-2020
Share of Time Spent
9
Types of Streaming Services and Content Providers
OTT content is accessible through a variety of streaming services and content providers in a video
on demand (VOD) format which allows viewers to select and view content when they choose
The two primary types are subscription video on demand (SVOD) and ad-supported video on
demand (AVOD)
Transaction video on demand (TVOD) is another format that allows consumers to purchase
download or viewing rights to a particular film TV show or TV episode on a transactional basis
(think buying a movie on Amazon Prime Video or Vudu)
Premium video on demand (PVOD) is an even newer format enabling consumers to purchase
early access to content prior to simultaneously with or shortly after its theatrical release One
example of this was Disney+ offering early access to Mulan a 2020 release as a follow-on to the
1998 animated classic Amazonrsquos Prime Video Cinema offers on-demand rental of titles currently
in theaters
Amazon Prime Video is a clear example of how a streaming service can fall into multiple
categories as it offers both SVOD TVOD and PVOD options CBS All Access (now Paramount+)
is both SVOD and AVOD since it offers a lower subscription price with limited ads or a premium
ad-free option
The Content
In the early days of OTT services like Netflix were aggregators of existing video and film content
from other networks studio houses and production companies Today most major players in the
space also produce their own original content with the goal of providing unique hit titles that are
only available through their service thus helping to retain and grow their subscriber base
SUBSCRIPTION VOD (SVOD)
SVOD services such as Hulu and Netflix charge a flat
subscription fee usually at a monthly rate for unlimited
access to streaming content
AD-SUPPORTED VOD (AVOD)
AVOD services such as Crackle and Vudu offer free
access to video and television content but show ads to
the viewer as the method of monetization
VOD
10
As of Q2 2020 here are the top
streaming services on the OTT market
Source Nielsen ldquoGrowth Spurt Time Spent Streaming Ad-Supported Video Is Outpacing Big-Name SVOD Viewingrdquo Nielsen The
Nielsen Company 18 Aug 2020 wwwnielsencomuseninsightsarticle2020growth-spurt-time-spent-streaming-ad-supported-
video-is-outpacing-big-name-svod-viewing
HULU (11)
YOUTUBE (20)
NETFLIX (34)
AMAZON (8)
DISNEY+ (4)
OTHER (23)
Video Streaming Distribution Percent
by Brand Q2 2020 P2+
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
2
The way in which we watch television has changed In a little more than a decade television
has undergone a dramatic transformation from scheduled cable programs to on-demand
streaming services with an explosion of new content streaming apps and devices from
which consumers can watch
With these new forms of television more advertising opportunities arise Understanding this
powerful marketing channel and how to utilize it best will give you the competitive edge in
your brand growth and engagement efforts
Introduction
The Evolution of TV
FIRST TRADITIONAL ndash 1927TELEVISION
CABLE INTRODUCES ndash 1990HIGH-SPEED INTERNET
FIRST DVR USED ndash 1999
NETFLIX STREAMING amp ndash 2007APPLE TV LAUNCH
TV GOES CORDLESS ndash 20142015
DISNEY+ LAUNCHES ndash 2019
PARAMOUNT+ LAUNCHES - 2021
1948 ndash CABLE TV LAUNCHED
1998 ndash NETFLIX VIDEO DVD RENTAL
2000 ndash BROADBAND INTERNETIS INTRODUCED
2014 ndash AMAZON FIRE STICK ampROKU TV LAUNCH
2015 ndash HBO NOW LAUNCHES AND DOESNrsquoTREQUIRE A CABLE SUBSCRIPTION
2020 ndash PEACOCK LAUNCHES
3
Getting it Straight OTT vs CTV Whatrsquos the Difference 4
Over the Top (OTT) 4
Connected TV (CTV) 4
A View From the Top Unpacking the OTT and CTV Ecosystem 5
The Devices 7
Types of Streaming Services and Content Providers 9
Common Types of OTT Ads 11
OTT Advertising Platforms 12
The Benefits of Advertising on OTT and CTV 13
Addressability amp Targeting 14
Viewability 15
Return on Investment (ROI) 15
Challenges with OTT and CTV 16
Measuring OTT and CTV 18
Measurement for Brands 21
The Future of OTT and CTV 24
Content Wars 25
More Devices per Household 25
Subscriptions 25
Glossary 26
In this Guide
4
Getting it Straight OTT vs CTV Whatrsquos the Difference
Have you ever wondered if yoursquore using the terms OTT and CTV incorrectly If so yoursquore not alone
According to a survey done by Brand Innovators their respondents had varied definitions of OTT
and CTV and some didnrsquot even know what the terms meant Clearly these terms are often misused
so letrsquos start by setting the record straight
Over the Top (OTT)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums Content may
be streamed ldquoover the toprdquo on connected TV (CTV) devices desktoplaptop mobile phones and
tablets from apps or websites As a general rule of thumb use OTT when yoursquore referring to the
universe of content being streamed ldquoover the toprdquo of the internet
Connected TV (CTV)
CTV is used to describe TVs that are either directly internet enabled (eg smart TVs) or the devices
that can be plugged into a TV to stream content ldquoover the toprdquo of the internetndashthink Amazon Fire
Roku and Chromecast sticks Apple TV PlayStation and Xbox gaming consoles etc
Kochava is an official member of the IAB Tech Lab which has put together an informative post
on this subject
OTT Streaming Services
Devices for Streaming OTT Content
DesktopLaptops PhonesTablets
Over the Top (OTT)
Connected TV (CTV)
Smart TVs Streaming BoxesSticks Game Consoles
55
A View From the Top Unpacking the OTT and CTV Ecosystem
6
A View From the Top Unpacking the OTT and
CTV Ecosystem
HO
US
EH
OL
DS
KO
CH
AV
A S
OL
UT
ION
SC
ON
TE
NT
CONSUMERS
NON-CTV DEVICES
CTV DEVICES
STREAMING SERVICES
OTT ADVERTISING PLATFORMS
ADVERTISERS
SVOD AVOD TVOD PVOD
Programmatic Platform Direct Publisher Direct
OTT
AD
VE
RT
ISIN
G
7
The Devices
Ads run through OTT may see airtime across a whole spectrum of devices depending on where
and how you buy your media (more on OTT advertising platforms later)
Non-CTV
Capable of streaming OTT content but not considered CTV are devices including smartphones
tablets and computers
CTV
CTV devices include smart TVs gaming consoles and other streaming boxessticks
SMARTPHONES TABLETSPADS DESKTOPS LAPTOPS
DEVICES
CTV DEVICES
SMART TVS GAME CONSOLES STREAMING BOXESSTICKS
8
In the past year the majority of OTT viewing has occurred on CTV devices while mobile and
tablet devices only make up 15 of the viewing time Among CTV platforms Roku is the most
popular by far
Share of Time Spent Viewing OTT Streaming
Video Worldwide by Device Q3 2020 ( of Total)
Connected TV Devices
CONNECTED TV DEVICES (50)
MOBILE PHONE (10)
TABLET (5)
DESKTOPLAPTOP (10)
GAMING CONSOLE (10)
SMART TVS (15)
Other
48 28 85
395568
Note The above chart represents activity tracked by Conviva broader industry metrics may vary
numbers may not add up to 100 due to rounding
Source ldquoConvivarsquos Latest Streaming Data Shows Advertisers Beginning to Reemerge Rise of Smart TVs Slows Growth for
Connected TV Devicesrdquo Conviva 20 Oct 2020 wwwconvivacompress-releasesconviv-state-of-streaming-q3-2020
Share of Time Spent
9
Types of Streaming Services and Content Providers
OTT content is accessible through a variety of streaming services and content providers in a video
on demand (VOD) format which allows viewers to select and view content when they choose
The two primary types are subscription video on demand (SVOD) and ad-supported video on
demand (AVOD)
Transaction video on demand (TVOD) is another format that allows consumers to purchase
download or viewing rights to a particular film TV show or TV episode on a transactional basis
(think buying a movie on Amazon Prime Video or Vudu)
Premium video on demand (PVOD) is an even newer format enabling consumers to purchase
early access to content prior to simultaneously with or shortly after its theatrical release One
example of this was Disney+ offering early access to Mulan a 2020 release as a follow-on to the
1998 animated classic Amazonrsquos Prime Video Cinema offers on-demand rental of titles currently
in theaters
Amazon Prime Video is a clear example of how a streaming service can fall into multiple
categories as it offers both SVOD TVOD and PVOD options CBS All Access (now Paramount+)
is both SVOD and AVOD since it offers a lower subscription price with limited ads or a premium
ad-free option
The Content
In the early days of OTT services like Netflix were aggregators of existing video and film content
from other networks studio houses and production companies Today most major players in the
space also produce their own original content with the goal of providing unique hit titles that are
only available through their service thus helping to retain and grow their subscriber base
SUBSCRIPTION VOD (SVOD)
SVOD services such as Hulu and Netflix charge a flat
subscription fee usually at a monthly rate for unlimited
access to streaming content
AD-SUPPORTED VOD (AVOD)
AVOD services such as Crackle and Vudu offer free
access to video and television content but show ads to
the viewer as the method of monetization
VOD
10
As of Q2 2020 here are the top
streaming services on the OTT market
Source Nielsen ldquoGrowth Spurt Time Spent Streaming Ad-Supported Video Is Outpacing Big-Name SVOD Viewingrdquo Nielsen The
Nielsen Company 18 Aug 2020 wwwnielsencomuseninsightsarticle2020growth-spurt-time-spent-streaming-ad-supported-
video-is-outpacing-big-name-svod-viewing
HULU (11)
YOUTUBE (20)
NETFLIX (34)
AMAZON (8)
DISNEY+ (4)
OTHER (23)
Video Streaming Distribution Percent
by Brand Q2 2020 P2+
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
3
Getting it Straight OTT vs CTV Whatrsquos the Difference 4
Over the Top (OTT) 4
Connected TV (CTV) 4
A View From the Top Unpacking the OTT and CTV Ecosystem 5
The Devices 7
Types of Streaming Services and Content Providers 9
Common Types of OTT Ads 11
OTT Advertising Platforms 12
The Benefits of Advertising on OTT and CTV 13
Addressability amp Targeting 14
Viewability 15
Return on Investment (ROI) 15
Challenges with OTT and CTV 16
Measuring OTT and CTV 18
Measurement for Brands 21
The Future of OTT and CTV 24
Content Wars 25
More Devices per Household 25
Subscriptions 25
Glossary 26
In this Guide
4
Getting it Straight OTT vs CTV Whatrsquos the Difference
Have you ever wondered if yoursquore using the terms OTT and CTV incorrectly If so yoursquore not alone
According to a survey done by Brand Innovators their respondents had varied definitions of OTT
and CTV and some didnrsquot even know what the terms meant Clearly these terms are often misused
so letrsquos start by setting the record straight
Over the Top (OTT)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums Content may
be streamed ldquoover the toprdquo on connected TV (CTV) devices desktoplaptop mobile phones and
tablets from apps or websites As a general rule of thumb use OTT when yoursquore referring to the
universe of content being streamed ldquoover the toprdquo of the internet
Connected TV (CTV)
CTV is used to describe TVs that are either directly internet enabled (eg smart TVs) or the devices
that can be plugged into a TV to stream content ldquoover the toprdquo of the internetndashthink Amazon Fire
Roku and Chromecast sticks Apple TV PlayStation and Xbox gaming consoles etc
Kochava is an official member of the IAB Tech Lab which has put together an informative post
on this subject
OTT Streaming Services
Devices for Streaming OTT Content
DesktopLaptops PhonesTablets
Over the Top (OTT)
Connected TV (CTV)
Smart TVs Streaming BoxesSticks Game Consoles
55
A View From the Top Unpacking the OTT and CTV Ecosystem
6
A View From the Top Unpacking the OTT and
CTV Ecosystem
HO
US
EH
OL
DS
KO
CH
AV
A S
OL
UT
ION
SC
ON
TE
NT
CONSUMERS
NON-CTV DEVICES
CTV DEVICES
STREAMING SERVICES
OTT ADVERTISING PLATFORMS
ADVERTISERS
SVOD AVOD TVOD PVOD
Programmatic Platform Direct Publisher Direct
OTT
AD
VE
RT
ISIN
G
7
The Devices
Ads run through OTT may see airtime across a whole spectrum of devices depending on where
and how you buy your media (more on OTT advertising platforms later)
Non-CTV
Capable of streaming OTT content but not considered CTV are devices including smartphones
tablets and computers
CTV
CTV devices include smart TVs gaming consoles and other streaming boxessticks
SMARTPHONES TABLETSPADS DESKTOPS LAPTOPS
DEVICES
CTV DEVICES
SMART TVS GAME CONSOLES STREAMING BOXESSTICKS
8
In the past year the majority of OTT viewing has occurred on CTV devices while mobile and
tablet devices only make up 15 of the viewing time Among CTV platforms Roku is the most
popular by far
Share of Time Spent Viewing OTT Streaming
Video Worldwide by Device Q3 2020 ( of Total)
Connected TV Devices
CONNECTED TV DEVICES (50)
MOBILE PHONE (10)
TABLET (5)
DESKTOPLAPTOP (10)
GAMING CONSOLE (10)
SMART TVS (15)
Other
48 28 85
395568
Note The above chart represents activity tracked by Conviva broader industry metrics may vary
numbers may not add up to 100 due to rounding
Source ldquoConvivarsquos Latest Streaming Data Shows Advertisers Beginning to Reemerge Rise of Smart TVs Slows Growth for
Connected TV Devicesrdquo Conviva 20 Oct 2020 wwwconvivacompress-releasesconviv-state-of-streaming-q3-2020
Share of Time Spent
9
Types of Streaming Services and Content Providers
OTT content is accessible through a variety of streaming services and content providers in a video
on demand (VOD) format which allows viewers to select and view content when they choose
The two primary types are subscription video on demand (SVOD) and ad-supported video on
demand (AVOD)
Transaction video on demand (TVOD) is another format that allows consumers to purchase
download or viewing rights to a particular film TV show or TV episode on a transactional basis
(think buying a movie on Amazon Prime Video or Vudu)
Premium video on demand (PVOD) is an even newer format enabling consumers to purchase
early access to content prior to simultaneously with or shortly after its theatrical release One
example of this was Disney+ offering early access to Mulan a 2020 release as a follow-on to the
1998 animated classic Amazonrsquos Prime Video Cinema offers on-demand rental of titles currently
in theaters
Amazon Prime Video is a clear example of how a streaming service can fall into multiple
categories as it offers both SVOD TVOD and PVOD options CBS All Access (now Paramount+)
is both SVOD and AVOD since it offers a lower subscription price with limited ads or a premium
ad-free option
The Content
In the early days of OTT services like Netflix were aggregators of existing video and film content
from other networks studio houses and production companies Today most major players in the
space also produce their own original content with the goal of providing unique hit titles that are
only available through their service thus helping to retain and grow their subscriber base
SUBSCRIPTION VOD (SVOD)
SVOD services such as Hulu and Netflix charge a flat
subscription fee usually at a monthly rate for unlimited
access to streaming content
AD-SUPPORTED VOD (AVOD)
AVOD services such as Crackle and Vudu offer free
access to video and television content but show ads to
the viewer as the method of monetization
VOD
10
As of Q2 2020 here are the top
streaming services on the OTT market
Source Nielsen ldquoGrowth Spurt Time Spent Streaming Ad-Supported Video Is Outpacing Big-Name SVOD Viewingrdquo Nielsen The
Nielsen Company 18 Aug 2020 wwwnielsencomuseninsightsarticle2020growth-spurt-time-spent-streaming-ad-supported-
video-is-outpacing-big-name-svod-viewing
HULU (11)
YOUTUBE (20)
NETFLIX (34)
AMAZON (8)
DISNEY+ (4)
OTHER (23)
Video Streaming Distribution Percent
by Brand Q2 2020 P2+
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
4
Getting it Straight OTT vs CTV Whatrsquos the Difference
Have you ever wondered if yoursquore using the terms OTT and CTV incorrectly If so yoursquore not alone
According to a survey done by Brand Innovators their respondents had varied definitions of OTT
and CTV and some didnrsquot even know what the terms meant Clearly these terms are often misused
so letrsquos start by setting the record straight
Over the Top (OTT)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums Content may
be streamed ldquoover the toprdquo on connected TV (CTV) devices desktoplaptop mobile phones and
tablets from apps or websites As a general rule of thumb use OTT when yoursquore referring to the
universe of content being streamed ldquoover the toprdquo of the internet
Connected TV (CTV)
CTV is used to describe TVs that are either directly internet enabled (eg smart TVs) or the devices
that can be plugged into a TV to stream content ldquoover the toprdquo of the internetndashthink Amazon Fire
Roku and Chromecast sticks Apple TV PlayStation and Xbox gaming consoles etc
Kochava is an official member of the IAB Tech Lab which has put together an informative post
on this subject
OTT Streaming Services
Devices for Streaming OTT Content
DesktopLaptops PhonesTablets
Over the Top (OTT)
Connected TV (CTV)
Smart TVs Streaming BoxesSticks Game Consoles
55
A View From the Top Unpacking the OTT and CTV Ecosystem
6
A View From the Top Unpacking the OTT and
CTV Ecosystem
HO
US
EH
OL
DS
KO
CH
AV
A S
OL
UT
ION
SC
ON
TE
NT
CONSUMERS
NON-CTV DEVICES
CTV DEVICES
STREAMING SERVICES
OTT ADVERTISING PLATFORMS
ADVERTISERS
SVOD AVOD TVOD PVOD
Programmatic Platform Direct Publisher Direct
OTT
AD
VE
RT
ISIN
G
7
The Devices
Ads run through OTT may see airtime across a whole spectrum of devices depending on where
and how you buy your media (more on OTT advertising platforms later)
Non-CTV
Capable of streaming OTT content but not considered CTV are devices including smartphones
tablets and computers
CTV
CTV devices include smart TVs gaming consoles and other streaming boxessticks
SMARTPHONES TABLETSPADS DESKTOPS LAPTOPS
DEVICES
CTV DEVICES
SMART TVS GAME CONSOLES STREAMING BOXESSTICKS
8
In the past year the majority of OTT viewing has occurred on CTV devices while mobile and
tablet devices only make up 15 of the viewing time Among CTV platforms Roku is the most
popular by far
Share of Time Spent Viewing OTT Streaming
Video Worldwide by Device Q3 2020 ( of Total)
Connected TV Devices
CONNECTED TV DEVICES (50)
MOBILE PHONE (10)
TABLET (5)
DESKTOPLAPTOP (10)
GAMING CONSOLE (10)
SMART TVS (15)
Other
48 28 85
395568
Note The above chart represents activity tracked by Conviva broader industry metrics may vary
numbers may not add up to 100 due to rounding
Source ldquoConvivarsquos Latest Streaming Data Shows Advertisers Beginning to Reemerge Rise of Smart TVs Slows Growth for
Connected TV Devicesrdquo Conviva 20 Oct 2020 wwwconvivacompress-releasesconviv-state-of-streaming-q3-2020
Share of Time Spent
9
Types of Streaming Services and Content Providers
OTT content is accessible through a variety of streaming services and content providers in a video
on demand (VOD) format which allows viewers to select and view content when they choose
The two primary types are subscription video on demand (SVOD) and ad-supported video on
demand (AVOD)
Transaction video on demand (TVOD) is another format that allows consumers to purchase
download or viewing rights to a particular film TV show or TV episode on a transactional basis
(think buying a movie on Amazon Prime Video or Vudu)
Premium video on demand (PVOD) is an even newer format enabling consumers to purchase
early access to content prior to simultaneously with or shortly after its theatrical release One
example of this was Disney+ offering early access to Mulan a 2020 release as a follow-on to the
1998 animated classic Amazonrsquos Prime Video Cinema offers on-demand rental of titles currently
in theaters
Amazon Prime Video is a clear example of how a streaming service can fall into multiple
categories as it offers both SVOD TVOD and PVOD options CBS All Access (now Paramount+)
is both SVOD and AVOD since it offers a lower subscription price with limited ads or a premium
ad-free option
The Content
In the early days of OTT services like Netflix were aggregators of existing video and film content
from other networks studio houses and production companies Today most major players in the
space also produce their own original content with the goal of providing unique hit titles that are
only available through their service thus helping to retain and grow their subscriber base
SUBSCRIPTION VOD (SVOD)
SVOD services such as Hulu and Netflix charge a flat
subscription fee usually at a monthly rate for unlimited
access to streaming content
AD-SUPPORTED VOD (AVOD)
AVOD services such as Crackle and Vudu offer free
access to video and television content but show ads to
the viewer as the method of monetization
VOD
10
As of Q2 2020 here are the top
streaming services on the OTT market
Source Nielsen ldquoGrowth Spurt Time Spent Streaming Ad-Supported Video Is Outpacing Big-Name SVOD Viewingrdquo Nielsen The
Nielsen Company 18 Aug 2020 wwwnielsencomuseninsightsarticle2020growth-spurt-time-spent-streaming-ad-supported-
video-is-outpacing-big-name-svod-viewing
HULU (11)
YOUTUBE (20)
NETFLIX (34)
AMAZON (8)
DISNEY+ (4)
OTHER (23)
Video Streaming Distribution Percent
by Brand Q2 2020 P2+
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
55
A View From the Top Unpacking the OTT and CTV Ecosystem
6
A View From the Top Unpacking the OTT and
CTV Ecosystem
HO
US
EH
OL
DS
KO
CH
AV
A S
OL
UT
ION
SC
ON
TE
NT
CONSUMERS
NON-CTV DEVICES
CTV DEVICES
STREAMING SERVICES
OTT ADVERTISING PLATFORMS
ADVERTISERS
SVOD AVOD TVOD PVOD
Programmatic Platform Direct Publisher Direct
OTT
AD
VE
RT
ISIN
G
7
The Devices
Ads run through OTT may see airtime across a whole spectrum of devices depending on where
and how you buy your media (more on OTT advertising platforms later)
Non-CTV
Capable of streaming OTT content but not considered CTV are devices including smartphones
tablets and computers
CTV
CTV devices include smart TVs gaming consoles and other streaming boxessticks
SMARTPHONES TABLETSPADS DESKTOPS LAPTOPS
DEVICES
CTV DEVICES
SMART TVS GAME CONSOLES STREAMING BOXESSTICKS
8
In the past year the majority of OTT viewing has occurred on CTV devices while mobile and
tablet devices only make up 15 of the viewing time Among CTV platforms Roku is the most
popular by far
Share of Time Spent Viewing OTT Streaming
Video Worldwide by Device Q3 2020 ( of Total)
Connected TV Devices
CONNECTED TV DEVICES (50)
MOBILE PHONE (10)
TABLET (5)
DESKTOPLAPTOP (10)
GAMING CONSOLE (10)
SMART TVS (15)
Other
48 28 85
395568
Note The above chart represents activity tracked by Conviva broader industry metrics may vary
numbers may not add up to 100 due to rounding
Source ldquoConvivarsquos Latest Streaming Data Shows Advertisers Beginning to Reemerge Rise of Smart TVs Slows Growth for
Connected TV Devicesrdquo Conviva 20 Oct 2020 wwwconvivacompress-releasesconviv-state-of-streaming-q3-2020
Share of Time Spent
9
Types of Streaming Services and Content Providers
OTT content is accessible through a variety of streaming services and content providers in a video
on demand (VOD) format which allows viewers to select and view content when they choose
The two primary types are subscription video on demand (SVOD) and ad-supported video on
demand (AVOD)
Transaction video on demand (TVOD) is another format that allows consumers to purchase
download or viewing rights to a particular film TV show or TV episode on a transactional basis
(think buying a movie on Amazon Prime Video or Vudu)
Premium video on demand (PVOD) is an even newer format enabling consumers to purchase
early access to content prior to simultaneously with or shortly after its theatrical release One
example of this was Disney+ offering early access to Mulan a 2020 release as a follow-on to the
1998 animated classic Amazonrsquos Prime Video Cinema offers on-demand rental of titles currently
in theaters
Amazon Prime Video is a clear example of how a streaming service can fall into multiple
categories as it offers both SVOD TVOD and PVOD options CBS All Access (now Paramount+)
is both SVOD and AVOD since it offers a lower subscription price with limited ads or a premium
ad-free option
The Content
In the early days of OTT services like Netflix were aggregators of existing video and film content
from other networks studio houses and production companies Today most major players in the
space also produce their own original content with the goal of providing unique hit titles that are
only available through their service thus helping to retain and grow their subscriber base
SUBSCRIPTION VOD (SVOD)
SVOD services such as Hulu and Netflix charge a flat
subscription fee usually at a monthly rate for unlimited
access to streaming content
AD-SUPPORTED VOD (AVOD)
AVOD services such as Crackle and Vudu offer free
access to video and television content but show ads to
the viewer as the method of monetization
VOD
10
As of Q2 2020 here are the top
streaming services on the OTT market
Source Nielsen ldquoGrowth Spurt Time Spent Streaming Ad-Supported Video Is Outpacing Big-Name SVOD Viewingrdquo Nielsen The
Nielsen Company 18 Aug 2020 wwwnielsencomuseninsightsarticle2020growth-spurt-time-spent-streaming-ad-supported-
video-is-outpacing-big-name-svod-viewing
HULU (11)
YOUTUBE (20)
NETFLIX (34)
AMAZON (8)
DISNEY+ (4)
OTHER (23)
Video Streaming Distribution Percent
by Brand Q2 2020 P2+
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
6
A View From the Top Unpacking the OTT and
CTV Ecosystem
HO
US
EH
OL
DS
KO
CH
AV
A S
OL
UT
ION
SC
ON
TE
NT
CONSUMERS
NON-CTV DEVICES
CTV DEVICES
STREAMING SERVICES
OTT ADVERTISING PLATFORMS
ADVERTISERS
SVOD AVOD TVOD PVOD
Programmatic Platform Direct Publisher Direct
OTT
AD
VE
RT
ISIN
G
7
The Devices
Ads run through OTT may see airtime across a whole spectrum of devices depending on where
and how you buy your media (more on OTT advertising platforms later)
Non-CTV
Capable of streaming OTT content but not considered CTV are devices including smartphones
tablets and computers
CTV
CTV devices include smart TVs gaming consoles and other streaming boxessticks
SMARTPHONES TABLETSPADS DESKTOPS LAPTOPS
DEVICES
CTV DEVICES
SMART TVS GAME CONSOLES STREAMING BOXESSTICKS
8
In the past year the majority of OTT viewing has occurred on CTV devices while mobile and
tablet devices only make up 15 of the viewing time Among CTV platforms Roku is the most
popular by far
Share of Time Spent Viewing OTT Streaming
Video Worldwide by Device Q3 2020 ( of Total)
Connected TV Devices
CONNECTED TV DEVICES (50)
MOBILE PHONE (10)
TABLET (5)
DESKTOPLAPTOP (10)
GAMING CONSOLE (10)
SMART TVS (15)
Other
48 28 85
395568
Note The above chart represents activity tracked by Conviva broader industry metrics may vary
numbers may not add up to 100 due to rounding
Source ldquoConvivarsquos Latest Streaming Data Shows Advertisers Beginning to Reemerge Rise of Smart TVs Slows Growth for
Connected TV Devicesrdquo Conviva 20 Oct 2020 wwwconvivacompress-releasesconviv-state-of-streaming-q3-2020
Share of Time Spent
9
Types of Streaming Services and Content Providers
OTT content is accessible through a variety of streaming services and content providers in a video
on demand (VOD) format which allows viewers to select and view content when they choose
The two primary types are subscription video on demand (SVOD) and ad-supported video on
demand (AVOD)
Transaction video on demand (TVOD) is another format that allows consumers to purchase
download or viewing rights to a particular film TV show or TV episode on a transactional basis
(think buying a movie on Amazon Prime Video or Vudu)
Premium video on demand (PVOD) is an even newer format enabling consumers to purchase
early access to content prior to simultaneously with or shortly after its theatrical release One
example of this was Disney+ offering early access to Mulan a 2020 release as a follow-on to the
1998 animated classic Amazonrsquos Prime Video Cinema offers on-demand rental of titles currently
in theaters
Amazon Prime Video is a clear example of how a streaming service can fall into multiple
categories as it offers both SVOD TVOD and PVOD options CBS All Access (now Paramount+)
is both SVOD and AVOD since it offers a lower subscription price with limited ads or a premium
ad-free option
The Content
In the early days of OTT services like Netflix were aggregators of existing video and film content
from other networks studio houses and production companies Today most major players in the
space also produce their own original content with the goal of providing unique hit titles that are
only available through their service thus helping to retain and grow their subscriber base
SUBSCRIPTION VOD (SVOD)
SVOD services such as Hulu and Netflix charge a flat
subscription fee usually at a monthly rate for unlimited
access to streaming content
AD-SUPPORTED VOD (AVOD)
AVOD services such as Crackle and Vudu offer free
access to video and television content but show ads to
the viewer as the method of monetization
VOD
10
As of Q2 2020 here are the top
streaming services on the OTT market
Source Nielsen ldquoGrowth Spurt Time Spent Streaming Ad-Supported Video Is Outpacing Big-Name SVOD Viewingrdquo Nielsen The
Nielsen Company 18 Aug 2020 wwwnielsencomuseninsightsarticle2020growth-spurt-time-spent-streaming-ad-supported-
video-is-outpacing-big-name-svod-viewing
HULU (11)
YOUTUBE (20)
NETFLIX (34)
AMAZON (8)
DISNEY+ (4)
OTHER (23)
Video Streaming Distribution Percent
by Brand Q2 2020 P2+
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
7
The Devices
Ads run through OTT may see airtime across a whole spectrum of devices depending on where
and how you buy your media (more on OTT advertising platforms later)
Non-CTV
Capable of streaming OTT content but not considered CTV are devices including smartphones
tablets and computers
CTV
CTV devices include smart TVs gaming consoles and other streaming boxessticks
SMARTPHONES TABLETSPADS DESKTOPS LAPTOPS
DEVICES
CTV DEVICES
SMART TVS GAME CONSOLES STREAMING BOXESSTICKS
8
In the past year the majority of OTT viewing has occurred on CTV devices while mobile and
tablet devices only make up 15 of the viewing time Among CTV platforms Roku is the most
popular by far
Share of Time Spent Viewing OTT Streaming
Video Worldwide by Device Q3 2020 ( of Total)
Connected TV Devices
CONNECTED TV DEVICES (50)
MOBILE PHONE (10)
TABLET (5)
DESKTOPLAPTOP (10)
GAMING CONSOLE (10)
SMART TVS (15)
Other
48 28 85
395568
Note The above chart represents activity tracked by Conviva broader industry metrics may vary
numbers may not add up to 100 due to rounding
Source ldquoConvivarsquos Latest Streaming Data Shows Advertisers Beginning to Reemerge Rise of Smart TVs Slows Growth for
Connected TV Devicesrdquo Conviva 20 Oct 2020 wwwconvivacompress-releasesconviv-state-of-streaming-q3-2020
Share of Time Spent
9
Types of Streaming Services and Content Providers
OTT content is accessible through a variety of streaming services and content providers in a video
on demand (VOD) format which allows viewers to select and view content when they choose
The two primary types are subscription video on demand (SVOD) and ad-supported video on
demand (AVOD)
Transaction video on demand (TVOD) is another format that allows consumers to purchase
download or viewing rights to a particular film TV show or TV episode on a transactional basis
(think buying a movie on Amazon Prime Video or Vudu)
Premium video on demand (PVOD) is an even newer format enabling consumers to purchase
early access to content prior to simultaneously with or shortly after its theatrical release One
example of this was Disney+ offering early access to Mulan a 2020 release as a follow-on to the
1998 animated classic Amazonrsquos Prime Video Cinema offers on-demand rental of titles currently
in theaters
Amazon Prime Video is a clear example of how a streaming service can fall into multiple
categories as it offers both SVOD TVOD and PVOD options CBS All Access (now Paramount+)
is both SVOD and AVOD since it offers a lower subscription price with limited ads or a premium
ad-free option
The Content
In the early days of OTT services like Netflix were aggregators of existing video and film content
from other networks studio houses and production companies Today most major players in the
space also produce their own original content with the goal of providing unique hit titles that are
only available through their service thus helping to retain and grow their subscriber base
SUBSCRIPTION VOD (SVOD)
SVOD services such as Hulu and Netflix charge a flat
subscription fee usually at a monthly rate for unlimited
access to streaming content
AD-SUPPORTED VOD (AVOD)
AVOD services such as Crackle and Vudu offer free
access to video and television content but show ads to
the viewer as the method of monetization
VOD
10
As of Q2 2020 here are the top
streaming services on the OTT market
Source Nielsen ldquoGrowth Spurt Time Spent Streaming Ad-Supported Video Is Outpacing Big-Name SVOD Viewingrdquo Nielsen The
Nielsen Company 18 Aug 2020 wwwnielsencomuseninsightsarticle2020growth-spurt-time-spent-streaming-ad-supported-
video-is-outpacing-big-name-svod-viewing
HULU (11)
YOUTUBE (20)
NETFLIX (34)
AMAZON (8)
DISNEY+ (4)
OTHER (23)
Video Streaming Distribution Percent
by Brand Q2 2020 P2+
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
8
In the past year the majority of OTT viewing has occurred on CTV devices while mobile and
tablet devices only make up 15 of the viewing time Among CTV platforms Roku is the most
popular by far
Share of Time Spent Viewing OTT Streaming
Video Worldwide by Device Q3 2020 ( of Total)
Connected TV Devices
CONNECTED TV DEVICES (50)
MOBILE PHONE (10)
TABLET (5)
DESKTOPLAPTOP (10)
GAMING CONSOLE (10)
SMART TVS (15)
Other
48 28 85
395568
Note The above chart represents activity tracked by Conviva broader industry metrics may vary
numbers may not add up to 100 due to rounding
Source ldquoConvivarsquos Latest Streaming Data Shows Advertisers Beginning to Reemerge Rise of Smart TVs Slows Growth for
Connected TV Devicesrdquo Conviva 20 Oct 2020 wwwconvivacompress-releasesconviv-state-of-streaming-q3-2020
Share of Time Spent
9
Types of Streaming Services and Content Providers
OTT content is accessible through a variety of streaming services and content providers in a video
on demand (VOD) format which allows viewers to select and view content when they choose
The two primary types are subscription video on demand (SVOD) and ad-supported video on
demand (AVOD)
Transaction video on demand (TVOD) is another format that allows consumers to purchase
download or viewing rights to a particular film TV show or TV episode on a transactional basis
(think buying a movie on Amazon Prime Video or Vudu)
Premium video on demand (PVOD) is an even newer format enabling consumers to purchase
early access to content prior to simultaneously with or shortly after its theatrical release One
example of this was Disney+ offering early access to Mulan a 2020 release as a follow-on to the
1998 animated classic Amazonrsquos Prime Video Cinema offers on-demand rental of titles currently
in theaters
Amazon Prime Video is a clear example of how a streaming service can fall into multiple
categories as it offers both SVOD TVOD and PVOD options CBS All Access (now Paramount+)
is both SVOD and AVOD since it offers a lower subscription price with limited ads or a premium
ad-free option
The Content
In the early days of OTT services like Netflix were aggregators of existing video and film content
from other networks studio houses and production companies Today most major players in the
space also produce their own original content with the goal of providing unique hit titles that are
only available through their service thus helping to retain and grow their subscriber base
SUBSCRIPTION VOD (SVOD)
SVOD services such as Hulu and Netflix charge a flat
subscription fee usually at a monthly rate for unlimited
access to streaming content
AD-SUPPORTED VOD (AVOD)
AVOD services such as Crackle and Vudu offer free
access to video and television content but show ads to
the viewer as the method of monetization
VOD
10
As of Q2 2020 here are the top
streaming services on the OTT market
Source Nielsen ldquoGrowth Spurt Time Spent Streaming Ad-Supported Video Is Outpacing Big-Name SVOD Viewingrdquo Nielsen The
Nielsen Company 18 Aug 2020 wwwnielsencomuseninsightsarticle2020growth-spurt-time-spent-streaming-ad-supported-
video-is-outpacing-big-name-svod-viewing
HULU (11)
YOUTUBE (20)
NETFLIX (34)
AMAZON (8)
DISNEY+ (4)
OTHER (23)
Video Streaming Distribution Percent
by Brand Q2 2020 P2+
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
9
Types of Streaming Services and Content Providers
OTT content is accessible through a variety of streaming services and content providers in a video
on demand (VOD) format which allows viewers to select and view content when they choose
The two primary types are subscription video on demand (SVOD) and ad-supported video on
demand (AVOD)
Transaction video on demand (TVOD) is another format that allows consumers to purchase
download or viewing rights to a particular film TV show or TV episode on a transactional basis
(think buying a movie on Amazon Prime Video or Vudu)
Premium video on demand (PVOD) is an even newer format enabling consumers to purchase
early access to content prior to simultaneously with or shortly after its theatrical release One
example of this was Disney+ offering early access to Mulan a 2020 release as a follow-on to the
1998 animated classic Amazonrsquos Prime Video Cinema offers on-demand rental of titles currently
in theaters
Amazon Prime Video is a clear example of how a streaming service can fall into multiple
categories as it offers both SVOD TVOD and PVOD options CBS All Access (now Paramount+)
is both SVOD and AVOD since it offers a lower subscription price with limited ads or a premium
ad-free option
The Content
In the early days of OTT services like Netflix were aggregators of existing video and film content
from other networks studio houses and production companies Today most major players in the
space also produce their own original content with the goal of providing unique hit titles that are
only available through their service thus helping to retain and grow their subscriber base
SUBSCRIPTION VOD (SVOD)
SVOD services such as Hulu and Netflix charge a flat
subscription fee usually at a monthly rate for unlimited
access to streaming content
AD-SUPPORTED VOD (AVOD)
AVOD services such as Crackle and Vudu offer free
access to video and television content but show ads to
the viewer as the method of monetization
VOD
10
As of Q2 2020 here are the top
streaming services on the OTT market
Source Nielsen ldquoGrowth Spurt Time Spent Streaming Ad-Supported Video Is Outpacing Big-Name SVOD Viewingrdquo Nielsen The
Nielsen Company 18 Aug 2020 wwwnielsencomuseninsightsarticle2020growth-spurt-time-spent-streaming-ad-supported-
video-is-outpacing-big-name-svod-viewing
HULU (11)
YOUTUBE (20)
NETFLIX (34)
AMAZON (8)
DISNEY+ (4)
OTHER (23)
Video Streaming Distribution Percent
by Brand Q2 2020 P2+
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
10
As of Q2 2020 here are the top
streaming services on the OTT market
Source Nielsen ldquoGrowth Spurt Time Spent Streaming Ad-Supported Video Is Outpacing Big-Name SVOD Viewingrdquo Nielsen The
Nielsen Company 18 Aug 2020 wwwnielsencomuseninsightsarticle2020growth-spurt-time-spent-streaming-ad-supported-
video-is-outpacing-big-name-svod-viewing
HULU (11)
YOUTUBE (20)
NETFLIX (34)
AMAZON (8)
DISNEY+ (4)
OTHER (23)
Video Streaming Distribution Percent
by Brand Q2 2020 P2+
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
11
Common Types of OTT Ads
Advertisement spots run within OTT content typically take three forms
bull Pre-roll Ads inserted prior to the video content starting
bull Mid-roll Ads inserted within the main video content
bull Post-roll Ads inserted after the video content has finished
On most AVOD platforms users are unable to skip the ad no matter its placement (pre mid post)
however because most ads are only 15 30 or 60 seconds long users tend to watch at least part
of the advertisement if not all of it On YouTube users usually have the option to skip the ad
after five seconds Within those first few moments advertisers strive to capture the consumerrsquos
attention to gain brand awareness and improve completed view rates
Other Ad Formats
Platforms like Roku Vizio and others also offer endemic ad inventory on their home screens
screensavers and more These ad placements are commonly utilized for streaming services to
promote their channel apps with spotlights on a particular movie or show premiere The goal is
to entice the consumer to add the channel app to their device start a free trial and even purchase
or rent particular content
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
12
OTT Advertising Platforms
There are three main avenues for advertisers to buy media on OTT
bull Programmatic
One of the most effective and cost-efficient ways for advertisers to enter the OTT space
is through programmatic platforms Ad placement can be automated with programmatic
bidding because of direct relationships between inventory exchanges and other OTT
advertising platforms Advertisers are able to target audiences viewing OTT content across
multiple streaming services platforms and devices
bull Platform Direct
Advertisers can choose to go directly to major platforms such as Roku Vizio Samsung
etc and buy inventory through the platformrsquos own exchange While this is a very
straightforward way to buy ad space it limits the campaign to that specific platform and
doesnrsquot allow for cross-platform advertising
bull Publisher Direct
Going directly to the publisher (Hulu Sling Paramount+ Crackle etc) is another option
and allows for more control over ad inventory However like Platform Direct Publisher
Direct limits the advertiserrsquos campaign to that specific publisherrsquos content
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
1313
The Benefits
of Advertising on
OTT and CTV
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
14
The Benefits of Advertising on OTT and CTV
Addressability and Targeting
As challenges mount to addressability and precise targeting in both mobile and display with
recent changes to third-party cookie policies and the decreasing availability of the identifier for
advertisers (IDFA) on iOS devices the OTT space offers great advantages
Programmatic platform-direct and publisher-direct platforms all incorporate first- and third-party
data to extract insights which can help advertisers reach the right audience create personalized
messaging deliver a better customer experience and reduce wasted media spend
OTT advertising platforms can address specific households and in certain cases even the different
devices within those households with targeted advertising based on holistic userhousehold
profiles that include insights on
bull Demographics
bull Points of interest visitation
bull Brand affinity
bull Interests and behaviors
bull Precision geography
bull And more
This enables microtargeting for maximum efficacy of ad spend Further due to household-
level targeting geofencing enables much more precise geographic-based targeting which is
particularly important for brick-and-mortar brands
Brand Innovators found that 68 of survey respondents agree that the benefits of addressable
advertising are the potential to target customers and geographies more precisely
Ask how the Kochava Collective a privacy-first premium data marketplace can
provide audience enrichment and household insights to drive your OTT efforts
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
15
Viewability
An entire screen ad is hard to ignore especially when it appears between episodes of your
favorite show Not only do OTT campaigns open up the advertisement space the ads run on these
platforms are viewed at a much higher completion rate Further Brand Innovators found that most
of their survey respondents chose to run ads on OTT because ldquolighter ad loads keep audiences
more engagedrdquo as opposed to the heavily saturated mobile space
Return on Investment (ROI)
With the mobile ad space saturated with advertisements cost per install (CPI) rates have risen
considerably along with cost per action (CPA) and cost per mille (CPM) The OTT space is
premium inventory however direct targetability and high view completion rates make running ads
on OTT more cost-effective in terms of ROI
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
1616
Challenges with
OTT and CTV
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
17
While there are a lot of benefits to running ad campaigns on OTT and CTV it doesnrsquot come
without its challenges
OTT has a media fragmentation problem in all of its varying devices and platformsndashmaking ad
serving mediation frequency capping and other processes quite challenging This means itrsquos
hard for advertisers to target and measure viewers from app to app and one operating system to
another Therersquos talk of a future universal ID that could be leveraged to simplify the measurement
of viewing behavior across multiple devices platforms and apps but nothing has materialized
to date
The OTT space is also no stranger to ad fraud As money has poured into the space fraudsters
have followedndashcrafting sophisticated schemes to exploit server-side ad insertion and other
technologies specific to OTT Fraud schemes are frequently uncovered and found to have cost
advertisers millions of dollars Fraud prevention technologies are evolving to meet the need
for better protections similar to the capabilities developed by Kochava and other mobile
measurement partners (MMPS) and providers to counteract and prevent fraud in the mobile
ad ecosystem
Most programmatic OTT deals use a private exchange environment This gives media owners
more control of their inventory and allows advertisers better transparency into what they are
buying Nonetheless be sure to talk with your ad partner about these challenges as you embark
upon your OTT growth journey
Challenges with OTT and CTV
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
1818
Measuring OTT
and CTV
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
19
Letrsquos touch on two distinct measurement needs within the OTT and CTV space
First OTT streaming services themselves need measurement in order to understand the audiences
engaging with their content where they came from and what their preferences are
Second there are the brands consumer packaged goods (CPG) companies and quick service
restaurants (QSR) for example that will run campaigns across ad-supporting OTT services to
drive brand awareness andor customer growth and engagement
Letrsquos unpack each of these in further detail
Measurement for OTT Streaming Services
Measuring OTT and CTV
Think Disney+ Sling TV Netflix Paramount+ and beyond There are thousands of OTT streaming
services through which consumers can watch content for free with ads or ad free through a paid
subscription Kochava specializes in delivering omni-channel cross-platform measurement and
attribution for these streaming services as well as full lifecycle subscription management
GAMING CONSOLES
SMART TV MOBILECTV LAPTOP TABLET HOUSEHOLD
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
20
This includes
bull Measuring omni-channel acquisition and reengagement campaigns including those run
on OTT advertising platforms
bull Capturing app installs free trials subscriptions content views watchlist updates and
other customer engagement across all platforms and connected devices
bull Attributing customer activity back to the omni-channel marketing efforts (paid or owned
media) that drove it to optimize media spend
bull Connecting the dots across devices to understand every touchpoint through which an
individual customer engages with the service and content
bull Full lifecycle subscription management from free trial to paid subscription subscription
renewal to pending cancellation (involuntary or voluntary) and cancellation to
successful recovery
CTV COMPUTER MOBILE amp TABLET GAME CONSOLES
AMAZON FIRE
ANDROID
APPLE
CHROMECAST
LG
ROKU
SAMSUNG
VIZIO
CHROME
MAC
WINDOWS
AMAZON FIRE
ANDROID
IPHONE amp IPAD
HUAWEI
PLAYSTATION
XBOX
NINTENDO
Did you know you can measure across these OTT streaming
devices and platforms with Kochava
Contact us to learn more
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
21
The data provided by measurement solutions like Kochava enables OTT streaming services to
answer these vitally important questions
bull What marketing strategies are most successful in acquiring new quality customers that
convert through the paywall to become paid subscribers or regular content watchers
bull What are some of the user journeys taken by our best customers by measure of retention
and lifetime value (LTV)
bull Mobile -gt Web -gt CTV
bull CTV -gt Mobile -gt Web
bull Web -gt CTV -gt Mobile
bull According to these journeys on what platform and channel is our
acquisition media spend most efficiently utilized (mobile display
OTT and CTV)
bull On what devices and platforms are customers engaging with your content and based on
that information where can existing customers best be reached for reengagement and
retention efforts
bull Whatrsquos the average watch time
bull What production content brings in new customers and keeps existing customers engaged
Answering these questions and more is paramount to the success and longevity of OTT streaming
services To learn more about OTT and CTV measurement as a streaming service contact us
Subscribe here to receive upcoming content on all things OTT and CTV
Measurement for Brands
Suppose yoursquore a regional fast food QSR chain and have a new menu item that will appeal to
the customers of your chief competitor Utilizing OTT advertising platforms and data-informed
targeting you launch a campaign microtargeted to households within a 5-mile range of your
existing locations with an affinity for other fast food QSRs and with recent visitation to your key
competitor based on point of interest (POI) data
Your ad campaign runs with a call to action for customers to download your mobile app and place
their order for a limited time buy one get one deal Over 2 million households are reached and
served an ad What options exist for measuring the success of this campaign
In addition to analytics on total impressions unique households pause-and-mute rates and other
performance metrics a programmatic platform will likely have built-in measurement capabilities
that help you directly tie in-app conversions back to individual impressions Platforms like
Roku Vizio etc may also host such capabilities with independent measurement partners This
type of real-time attribution requires that yoursquore measuring your app installs and events with a
measurement partner like Kochava
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
22
With Ad Without Ad
Incremental Lift
In the absence of an ad how
many people would have taken
the desired action anyway
Opportunities also exist to tie walk-insfoot traffic back to a campaign via POI visitation data
mapped to the households exposed to the campaign Beyond that letrsquos touch in more detail on
two other approaches
Incrementality Testing
The topic of incrementality testing is quite complex Incrementality testing attempts to answer
one question
To answer this question a target audience is first identified and then a percentage of that
audience (10-20) is held back as a control (holdout) group The remaining 80-90 of the
audience is the test group that is served with the campaign The performance of the control group
is compared to the test group and the performance gap between the two groups is the measure
of incremental lift A successful campaign would show positive and statistically significant
incremental lift
That said incrementality testing can be expensive and holding back 10-20 of a reachable
audience to act as a holdout group represents lost opportunity for growth In cases where the
holdout group is served a public service announcement (PSA) ad further media spend must be
expended Last but not least most methods of incrementality testing donrsquot adequately address
and eliminate unwanted biases between test and control groups that skew the validity of the
incremental lift assessment
Kochava MediaLifttrade
Kochava developed MediaLiftTM to address these significant hurdles and deliver valid
incrementality testing with actionable results MediaLift leverages a proprietary device scoring
technology to model forensic control groups against the billions of device profiles found within
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
23
the Kochava Collective data marketplace Utilizing a forensic control MediaLift enables media
to be run against 100 of the target audience with no holdout group Further since the forensic
control group is modeled directly against the test audience that was actually exposed to the
campaign the end result is a less expensive and far more accurate form of incrementality testing
and lift measurement
MediaLift is being used by some of the largest advertising brands and CTV platforms to measure
the efficacy of ad campaigns on OTT To learn more about MediaLift and request case studies
contact us
Quick Response (QR) Codes
The use of QR codes in TV advertising is booming More consumers are browsing on a second
device while watching TV (known as the second screen trend) and most of the time that second
device is their smartphone Placing a QR code directly into the ad creative enables viewers to
scan the QR code right from their screen and be immediately immersed into a digital experience
on mobile web or in-app QR codes not only provide a mechanism for direct response but also
a method of measurement QR code scans can be measured to determine the success of the
campaign in driving viewers to respond in the moment and complete a down-funnel conversion
(eg app install purchase website conversion etc)
Interested in incorporating QR codes into your next campaign Ask us how Kochava SmartLinkstrade
can help
Apple TV and the AppTrackingTransparency (ATT) framework
With the rollout of iOS 145 Apple will enforce the ATT framework which will
require users to give consent to app tracking across iPhone iPad and Apple TV If
a user opts-out of tracking through this framework there are limitations in how a
conversion can be attributed to paid media efforts across OTT advertising platforms
and beyond To understand the implications of the ATT framework on your OTT
efforts contact us for a free consultation
SCAN NOW AND SAVE 50 NOW A
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
2424
The Future of
OTT and CTV
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
25
The Future of OTT and CTV
Content Wars
The battle lines in the streaming wars have largely been drawn with the entrance into the space
of the major network and studio titans in the form of Disney+ Peacock Paramount+ and more
The OTT ecosystem will become more competitive as streaming services fight the content war
to retain and win over new subscribers and viewers This is good news for advertisers as OTT will
continue to grow as a channel to drive growth and brand awareness
More Devices per Household
As the number of devices per household continues to rise and OTT content becomes consumable
on other Internet of Things (IoT) devices measurement needs to keep pace To survive brands
need to understand every consumer touchpoint across every device
Subscriptions
Within the US the amount of consumers who are subscribed to an on-demand service has
increased from 52 in 2015 to 78 in 2020 As streaming services increase in popularity so will
subscriptions
Kochava Subscriptions provides in-app and outside performance measurement throughout the
whole user lifecycle with CancelGuardtrade sending an alert before users terminate their subscription
to give the opportunity to reengage those users to prevent churn and increase user retention
Learn more about Kochava subscriptions here
Source Benes Ross ldquoUS Connected TV Advertising 2020rdquo eMarketer Insider Intelligence 10 Nov
2020 wwwemarketercomcontentus-connected-tv-advertising-2020
eMarketer estimates that ad spend on OTT and CTV
will exceed $18B by 2024 accounting for 54 of
total media ad spending
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
26
Glossary
AVOD (Advertising-based Video on Demand)
AVODs are streaming services that offer free ad-supported streaming video (eg Crackle Tubi
Vudu)
CTV (Connected TV)
CTV is a television that can be connected to the internet and access content beyond what is
available through the normal offering from a cable provider
OTT (Over the Top)
The term OTT refers to television and film content streamed ldquoover the toprdquo of the internet directly
to viewers rather than through traditional broadcast cable or satellite mediums
Platform Direct
Platform direct requires advertisers to go straight to the platform to buy inventory through their
own exchanges
Programmatic Platform
Programmatic platforms are responsible for each stage of the advertising process and have a
direct relationship with inventory exchanges and OTT advertising platforms
Publisher Direct
Publisher direct requires advertisers to go straight to the publisher to buy inventory through their
own exchanges
SVOD (Subscription Video on Demand)
SVODs are streaming services that require a subscription (eg Netflix Hulu amp Amazon Prime
Video)
27
Still have questions
Learn more at Kochavacom
27
Still have questions
Learn more at Kochavacom
