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Replay Ads become part of the Swiss tv performance value
With the launch of the Replay Ads in fall 2022, the Swiss TV industry presented a real world first. Since then, advertisers in Switzerland have been able to advertise specifically on time-shifted TV and gain new target groups and additional reach.
From now on, advertising on time-shifted TV is also part of the official TV performance value: The independent industry organization Mediapulse has developed an innovative measurement method, with which the reach of replay ads campaigns and the combined reach of linear TV and replay ads campaigns can be evaluated.
The data is available to advertisers for TV or Replay Ads campaigns booked accordingly in the EvoAd planning and analysis tool (retroactive to July 1, 2023).
Convergent TV performance value with combined net reach
Linear Advertising vs. Replay Ads - Implications for the measurement
Unlike traditional TV commercials, replay ads are an action-based form of advertising that is decoupled from the TV program. The ad play itself is triggered individually by each viewer - this poses new challenges for standard TV measurement.
| Linear tv ads | Replay Ads | |
|---|---|---|
| Broadcast | Linear advertising block that is aired at a predetermined time (broadcast). The programme choice determines the ad, which is the same for all persons watching. | The broadcast of a replay ad takes place on the basis of the individual TV consumption in time-shifted television of a single person at any time (unicast). The ad is triggered by pressing the remote control buttons. [START]→ Start Ad [FFWD]→ Fast Forward Ad [PAUSE]→ Pause Ad |
| Media performance | The advertising contact is assigned to the corresponding advertising block taking place at the same time in the respective programme environment. | The advertising contact is triggered by the individual use situation in the respective programme environment. |
| Media planning | Planning and booking is done by selecting advertising blocks. | Planning and booking takes place via the desired gross performance with the audience (number of contacts) |
| Invoicing | According to seconds booked | According to completed views based on the Replay Ad Platform (RAP) |
This is what the new TV performance value consists of
Replay Ads will be included within Mediapulse's existing hybrid TV measurement (Hi-Res TV) and reported usage data from the familiar TV panel is enriched with data from set-top boxes and linked together. In addition, the panel households capable of using Replay Ads are identified using watermarking technology (based on audio matching). In addition, the delivery or census data from the replay ads platform are added. These three data sources are modeled with statistical methods to produce usage information in the logic of standard TV research.
Replay ad measurement is based on three data sources
Start Ad and Fast Forward Ad reported with the usual TV facts
The evaluations for replay ad campaigns are carried out using the same facts and figures as in linear TV and can be viewed via EvoAd, e.g. net reach, contact total, GRP (gross reach or advertising pressure), OTS (average contacts). Thereby the values are aggregated to hours, cumulations within Replay Ads become possible as well as cumulations of linear and Replay Ads campaigns.
Important: In the first step, the measurement focuses on the two spot formats Start Ad and Fast Forward Ad. The extension of the measurement to the static Pause Ad is expected to take place in 2024.
Conclusion: How advertisers can profit
- Linear TV and replay ads campaigns can be evaluated together: With the new measurement, the advertising market receives ex-post values for replay ads campaigns and can evaluate them together with linear TV campaigns.
- Measurement in the established TV standard: Replay Ads are collected and reported within the existing hybrid TV measurement, i.e. in the familiar TV measurement standard.
- Additional insights for your campaign planning: In contrast to pure delivery statistics, Replay Ads measurement provides additional data regarding target group reach and additional contacts or incremental reach in addition to net reach.
- Daily data delivery: As usual with linear TV, the measurement provides daily data for the advertising market.