Dynamic Ad Insertion Metric Terms, Descriptions and Definitions CTAM Advanced Cable Solutions Consortium Metrics & Reporting Committee Q2 2012 Page 1
Executive Summary The Cable & Telecommunications Association for Marketing s (CTAM) Advanced Cable Solutions Consortium (ACSC) is comprised of industry executives from cable, network, programming, hardware and software companies who are CTAM Corporate Initiatives Partners. The consortium works together to influence the design, development and delivery of cable products and services such as video on demand, interactive television, advanced video and multiplatform, to name a few. As an extension to the work done previously on defining Video on Demand (VOD) metrics, the Dynamic Ad Insertion (DAI) working group has been collaborating to identify and define a set of baseline metrics for dynamic advertising in Video On Demand programming. The goal is to establish a core set of metrics for Video On Demand that are important to all audiences. We realize that not all companies will report every one of these DAI metrics. However, by creating a recommended set of terms with definitions, we establish a unified language from which we can speak and discuss the results of DAI in VOD programming. This first draft of terms and definitions has been shared with other industry organizations and associations for review and input with the understanding that this information will continue to evolve as dynamic advertising in VOD continues expand. And, while these metrics are specific to VOD advertising delivered via a set-top today, several metrics could be applied to other connected devices delivering VOD content and are noted in the document. Many thanks to the members of the Metrics and Reporting committee for their time and commitment in support of this project. Corporate Partner companies that supported the project are: AETN BlackArrow Bright House Canoe Cisco Charter Comcast Cox Communications Discovery ESRI FourthWall Media Fox Cable Networks Rentrak Corp. Scripps The Weather Channel Time Warner Turner Networks Viacom Media Networks If you have questions about this document, please contact Halima Umaru-Mann at 310-485-8912 or Halima@ctam.com. Page 2
Table of Contents GLOSSARY OF TERMS... 5 ASSET... 5 FOOTPRINT... 5 ORDER... 5 PASSED... 5 PLAY TIME... 5 POD... 5 POD POSITION... 5 SESSION... 5 SYSCODE... 5 RUN TIME... 5 VIEW... 5 VIEW TIME... 5 VIEWING DEVICE... 5 ACRONYM TABLE... 6 CIP... 6 CTAM... 6 DAI... 6 DMA... 6 EDIR... 6 FOD... 6 HH... 6 HHID... 6 HSD... 6 ID... 6 ISAN... 6 ITV... 6 MDU... 6 MSO... 6 MVPD... 6 PC... 6 PPV... 6 STB... 6 VOD... 6 PROFILE PARAMETERS... 7 SUBSCRIBER... 7 HOUSEHOLD (HH)... 7 HOUSEHOLD DEMOGRAPHICS... 7 HOUSEHOLD IDENTIFIER... 7 HOUSEHOLD PSYCHOGRAPHICS... 7 VIEWING DEVICE IDENTIFIER... 7 VIEWING DEVICE MANUFACTURER/MODEL... 7 VIEWING DEVICE PROFILE... 8 VIEWING DEVICE TYPE... 8 ASSET PARAMETERS... 8 REPORTS BY VOD ASSET... 8 CONTENT PROVIDER PARAMETERS... 8 REPORTS BY CONTENT PROVIDER... 8 GEOGRAPHY PARAMETERS... 8 REPORTS BY FOOTPRINT... 8 REPORTS BY ZIP CODE... 8 Page 3
REPORTING PERIOD PARAMETERS... 8 REPORTS BY BROADCAST MONTH... 8 REPORTS BY BROADCAST WEEK... 8 REPORTS BY BROADCAST DAY... 9 REPORTS BY CALENDAR MONTH... 9 REPORTS BY CALENDAR WEEK... 9 REPORTS BY CALENDAR DAY... 9 REPORTS BY HOUR... 9 REPORTS BY QUARTER HOUR... 9 REPORT BY MINUTE... 9 VIEWING METRICS... 9 TOTAL ORDERS... 9 VIEWING METRICS CONT D.... 10 TOTAL VIEWS... 10 TOTAL SCHEDULED... 10 EXPLANATION AND DIFFERENCES OF ORDERS VS. VIEWS... 10 TOTAL VIEW TIME... 10 TOTAL PLAY TIME... 10 ASSET RUN TIME... 10 UNIQUE VIEWING METRICS... 11 TOTAL ACTIVE VOD HOUSEHOLDS... 11 UNIQUE HHS VIEWING... 11 UNIQUE VIEWING DEVICES... 11 FOOTPRINT METRICS... 11 TOTAL HHS PASSED... 11 TOTAL SUBSCRIBER HHS... 11 FOOTPRINT METRICS CONT D.... 12 TOTAL VOD ENABLED HHS... 12 TOTAL VOD ENABLED DEVICES... 12 TOTAL HH DEMOGRAPHICS... 12 TOTAL HH PSYCHOGRAPHICS... 12 TOTAL DAI ENABLED HH... 12 FUTURE METRICS... 12 TRICK PLAY METRICS... 12 FAST FORWARD ENABLED... 12 FAST FORWARD DENIED... 12 Page 4
These are the recommended terms, definitions and descriptions as put forth by the committee. In some instances, a metric may not be currently supported by all cable companies. For example, the View Time metric is defined as including trick mode viewing. However, most, but not all cable companies include trick mode viewing today. Glossary of Terms Term Ad Impression Asset Footprint Order Passed Play Time Pod Pod Position Session Syscode Run Time View (content and ad view) Definition An ad impression can be counted in the same manner as a View on an Ad Asset, or any duration of time viewed based on agreement between Ad Buyer and Ad Seller. Content in any form. Can be advertising or programming. Total coverage area encompassing where a Service Provider's VOD service is offered. An order is calculated whenever the subscriber initiates a new Rental Period. Households that can be connected to a multi video programming provider. The length of time the asset is watched in play mode.(does not include trick mode viewing) A collection of non-programming content whether commercials, billboards, PSAs, etc., that are inserted as a block of seconds or minutes, before during or after a program. The position of an individual advertisement (or other non-program content) within a commercial pod. Individual Pod positions will be defined by the content provider. A measurable segment of available content seen by a unique viewer, by viewing device. Today the viewing device is the set-top. In the future, the device will need to be defined and specified. As established and administered by the National Cable Communications (NCC), an MSOs geographic identifier based on the system providing service to that geography. Run time is the total duration of the video asset or group of assets, which is provided by reported program metadata, e.g. 22 minutes; may or may not include advertising. A View is counted each time an individual video asset is initiated during a subscriber s VOD session, no matter how long in duration and irrespective of the proportion of content that is viewed. A view is counted during the first frame of the view, and in same manner for Content and Ad assets. View Time View time is the total time spent viewing the VOD asset. (includes trick mode viewing*) Viewing Device Devices which initiated at least one session for a particular VOD asset or set of VOD (Device) assets. Today, the device refers to a set-top. *Most cable companies include trick mode viewing today Page 5
Acronym Table Acronym Full Term Ad-ID Advertising Digital Identification LLC CIP Corporate Initiatives Partner (type of CTAM membership) CTAM Cable & Telecommunications Association for Marketing DAI Dynamic Advertising (Ad) Insertion DMA Designated Market Area EDIR Entertainment Identifier Registry FOD Free On Demand HH Household HHID Household ID HSD High Speed Data ID Identifier ISAN International Standard Audiovisual Number itv Interactive Television MDU Multiple Dwelling Unit, such as an apartment building MSO Multiple System Operator MVPD Multi-Video Programming Distributor PC Personal Computer PPV Pay Per View STB Set Top Box VOD Video on Demand Consideration when reviewing this document An order or view can be associated with either an advertising asset or a programming asset. There are a few exceptions to this which are called out in the name and description where appropriate. At this point in time, the viewing device refers to the set-top connected to the TV. Future Metrics will include additional types of devices. Definition to be expanded in the future to include other VODenabled Viewing Devices such as PCs, mobile phones, connected TVs and devices, etc. The metrics and associated information is an off-shoot of the metrics and definitions created by the CTAM VOD Advertising committee which can be found at www/ctam.com/resources These metrics will be reviewed and updated as DAI in VOD grows and evolves. Page 6
Profile Parameters Parameter Brief Description Additional Information and Descriptions Subscriber Household (HH) Household Demographics Household Identifier Household Psychographics Viewing Device Identifier (encrypted) Viewing Device Manufacturer/Model An individual who has contracted with a cable company to receive cable television services. A household in which resides an individual who has contracted with a MVPD to receive cable services. Ability to report VOD metrics by demographic characteristics, ex: age, gender, language, income, kids, etc. Unique Household ID Ability to report VOD metrics by psychographic characteristics. ex: Interests, Activities, Opinions, Behavioral patterns, Habits, Lifestyle, Perception, Hobbies Unique Viewing Device ID Manufacturer & Model of the Device Individual with services provisioned for video services on cable video (analog or digital), HSD, etc. at residential, commercial or MDU locations. Does not include individuals contracted for non-video services, such as HSD-only or Phone-only services. A HH is defined as the subscriber and his/her cohabitants at a single physical address where video service is being delivered A demographic type associated with a particular household based on the geographical location of that household, as defined by vendors of demographic information. Future methodologies for identifying demographic characteristics beyond a zip code basis need to be developed in compliance with MVPD privacy policies A unique, persistent, anonymous HH ID (such as an encrypted account number) to identify different households when calculating unique viewing metrics. The methodology for generating a Unique Household ID is subject to compliance with MVPD privacy policies. Future methodologies for ensuring uniqueness across MVPDs (i.e. no two HH IDs are the same) need to be developed. A psychographic type associated with a particular household based on the geographical location of that household, as defined by vendors of psychographics information. Future methodologies for identifying psychographic characteristics beyond a zip code basis need to be developed in compliance with MVPD privacy policies. A unique, persistent, anonymous Viewing Device ID (such as an encrypted MAC ID) to identify different Viewing Devices when calculating unique viewer metrics. A Viewing Device that is returned and re-deployed to another HH should be considered as a new Viewing Device when calculating unique user metrics. The methodology for generating a Unique Viewing Device ID is subject to compliance with MVPD privacy policies. Future methodologies for ensuring uniqueness across MVPDs (i.e. no two Viewing Device IDs are the same) need to be developed. Can also contain versions of firmware and other similar relevant software installed on the device. Page 7
Profile Parameters cont d. Parameter Brief Description Additional Information and Descriptions Viewing Device Profile Characteristics and capabilities of that device Includes capabilities such as VOD enabled, itv enabled, etc. Viewing Device Type Asset Parameters Type of Viewing Device on which the VOD content is being watched A unique label specifying the type of device used by the subscriber provisioned to view VOD content. (set-top, PC, tablet, connected TVs and devices, etc.) Metric Name Brief Description Additional Information and Descriptions Reports by VOD Asset metrics by asset Metrics that include the name of an entertainment and/or an advertising asset, either provided with the asset or derived from a registry, like Ad-ID for Ads, or EIDR or ISAN for programming. Content Provider Parameters Metric Name Brief Description Additional Information and Descriptions Reports by Content Provider metrics by content provider Content provider metrics cover ad specific metrics to that specific network. Geography Parameters Metric Name Brief Description Additional Information and Descriptions Reports by Footprint Reports by Zip Code metrics by MVPD Footprint metrics by MVPD zip code Reports by Footprint can be segmented by Syscode and DMA data. Minimum = standard 5-digit zip code for the serviceable location (i.e. the physical location of the household, not the billing address) including Syscode and DMA data. More detailed zip code level reporting (zip+2, zip+4, etc.) is subject to further review based on privacy policy implications. Ability to report by political district designations is also a future requirement. Reporting Period Parameters Metric Name Brief Description Additional Information and Descriptions Reports by Broadcast Month Reports by Broadcast Week metrics by Broadcast Month. Example: Month of Nov. 2011 Start: Oct. 31 st, 2011 End: Nov. 27 th, 2011 metrics by Broadcast Week Example: First week of Nov. 2011 Start: Mon. Oct. 31 End: Sun. Nov. 6th Start = Monday of week containing the first day of a broadcast month End = Sunday of the week prior to the start of the next broadcast month Start = Monday (6:00am local time as determined by VOD Server) End = Monday (5:59am local time as determined by VOD Server) Page 8
Reporting Period Parameters cont d. Metric Name Brief Description Additional Information and Descriptions Reports by Broadcast Day Reports by Calendar Month Reports by Calendar Week Reports by Calendar Day Reports by Hour Reports by Quarter Hour Report by Minute Viewing Metrics metrics by Broadcast Day Example: 6am 5:59am metrics by Calendar Month Example: November, 2011 Start: Nov 1 st at 12:00am End: Nov. 30 th at 11:59pm metrics by Calendar Week Example: Last calendar week of Nov. 2011 Start: Sun. Nov. 27th at 12:00am End: Sun. Dec. 3 rd at 11:59pm metrics by Calendar Day Example: Nov. 27 th Start: 12:00am End: 11:59pm metrics by hour. metrics by quarter hour (15 minute increments) metrics by minute (minuteby-minute) Start = 6am (6:00am local time as determined by VOD Server) End = 5:59am (5:59pm local time as determined by VOD Server) Start = 1st day of a calendar month End = last day of a calendar month Start = Sunday (12:00am local time as determined by VOD Server) End = Saturday (11:59pm local time as determined by VOD Server) Start = Midnight (12:00am local time as determined by VOD Server) End = Midnight (11:59pm local time as determined by VOD Server) Start: Start of the hour (hh:00:00 local time as determined by VOD Server) End: End of the hour (hh:59:59 local time as determined by VOD Server) Start / End (hh:mm:ss based on local time as determined by VOD Server): > hh:00:00 hh:14:59 hh:30:00 hh:44:59 > hh:15:00 hh:29:59 hh:45:00 hh:59:59 Start: hh:mm:00 (local time as determined by VOD Server) End: hh:mm:59 (local time as determined by VOD Server) Metric Brief Description Additional Information and Descriptions Total Orders The total count of rental window instances initiated by subscribers for a specific title asset. An order is calculated whenever the subscriber initiates a new Rental Period. A title asset may be viewed multiple times during a rental window; however, it still counts as a single order. Page 9
Viewing Metrics cont d. Metric Brief Description Additional Information and Descriptions Total Views Total Scheduled (Ad Assets Only) Total count of instances a specific asset was initiated in play time by subscribers regardless of rental period (or order window). Total count of scheduled insertions for a particular VOD DAI asset into a VOD playlist for any VOD asset. Total count of all instances of a specific asset initiated There is no delay time in which a video could be initiated and not counted. (Note: Delay time is a legacy PPV term where viewers could exit within 5 minutes and not be billed.) There is no regard to Rental Period or Order Window. Each time the video is initiated, a View is counted. Views for Ad Assets can be grouped by pod and pod position A scheduled insertion counts every instance of a specific VOD DAI Asset placed into a playlist at VOD Session Creation. Does not infer that the particular VOD DAI Asset was viewed. Can be grouped by pod and pod position Explanation and differences of Orders vs. Views Assuming that the consumer has a 24 hour window to view the content that they ordered, in each case, the consumer can view the program multiple times but because MVPD B reports in orders only, the program gets counted only once but the commercial gets counted multiple times. Example for a program viewed 3 times during an order window MVPD A (reports FOD in views) Program = 3 Commercial = 3 MVPD B (reports FOD in orders) Program = 1 Commercial = 3 Total View Time Total Play Time Asset Run Time Aggregated time of all views initiated Total time the asset is watched in play mode Duration of a single video asset View Time is measured from the time a view was initiated until the time the view was exited including any time spent in trick mode. View Time measures the amount of time an asset was viewed. Most operators now include time spent in trick mode. See future reporting for additional information Reported in hours, minutes, seconds The length of time the asset is watched in play mode.(does not include trick mode viewing) Reported in hours, minutes, seconds Run Time for an asset Reported in hours, minutes, seconds Page 10
Unique Viewing Metrics Metric Name Brief Description Additional Information and Descriptions Total Active VOD Households (HHS) (VIEWING UNIVERSE) Unique HHs Viewing Unique Viewing Devices Footprint Metrics Total count of unique HHs which initiated any VOD asset during a given reporting period. Total count of unique HHs which initiated at least one session for a particular VOD asset or set of VOD assets during a given reporting period. Total count of unique Viewing Devices which initiated at least one session for a particular VOD asset or set of VOD assets during a given reporting period. Today, unique viewing devices refer to set-tops. An Active VOD HH is counted each time any Viewing Device within a household (as designated by a HH Identifier) initiates any VOD session. Active VOD HH counts are specific to the reporting period (month, week, day, etc.). At the beginning of a new reporting period, the counts of Active HHs are reset. A Unique HH View is counted each time any Viewing Device within a household (as designated by a HH Identifier) initiates a VOD session for a particular asset or set of assets and is counted once and only once during the reporting period Unique HH counts are specific to the reporting period (month, week, day, etc.). At the beginning of a new reporting period, the counts of Unique HHs is reset. A Unique HH that watches the same asset twice is only counted once when reporting by asset within a given reporting period. A Unique HH that watches two assets from the same campaign is only counted once when reporting by campaign with a given reporting period. A Unique Viewing Device is counted each time a specific Viewing Device (as designated by a Viewing Device Identifier) initiates a VOD session and is counted once and only once during the reporting period. When calculating unique viewing metrics, the unique HH ID must be considered as well. Unique Device or Unique Device counts are specific to the reporting period (month, week, day, etc.). At the beginning of a new reporting period, the counts of Unique Devices are reset. Metric Name Brief Description Additional Information and Descriptions Total HHs Passed Total Subscriber HHs Total households (HHs) passed as reported at the end of the prior completed fiscal quarter Total subscriber households (HHs) as reported at the end of the prior completed fiscal quarter Total gross count of households (HHs) passed by a cable system s network including Syscode and DMA data (if provided by the system operator). Reports can be segmented by Syscode and DMA data. Total gross count of accounts provisioned for cable video (analog or digital) including residential, commercial, and MDU subscribers, including Syscode and DMA data. Reports can be segmented by Syscode and DMA data. Does not include HSD-only or Phone-only cable subscribers. Page 11
Footprint Metrics cont d. Metric Name Brief Description Additional Information and Descriptions Total VOD Enabled HHs Total households (HHs) provisioned for VOD as reported at the end of the prior completed fiscal quarter Total gross count of accounts provisioned for VOD including residential, commercial, and MDU subscribers, Including Syscode and DMA data. Reports can be segmented by Syscode and DMA data. Does not include traditional PPV-only households Total VOD Enabled Devices Total HH Demographics Total HH Psychographics Total DAI Enabled HH Future Metrics Total set-top boxes (STBs) and devices provisioned for VOD as reported at the end of the prior completed fiscal quarter Total estimated number of HHs in the geography that are categorized to be within a specific demographic Total estimated number of HHs in the geography that are categorized to be within a specified psychographic Total DAI enabled households (HH) provisioned for VOD and DAI as reported at the end of the prior completed fiscal quarter Total gross count of STBs or other devices provisioned for VOD services; includes Syscode and DMA data. Reports can be segmented by Syscode and DMA data. Does not include analog, one-way STB subscriber devices not provisioned for VOD. A demographic type associated with a particular household based on the geographical location of that household, as defined by third party providers. A psychographic type associated with a particular household based on the geographical location of that household, as defined by third party providers. Total gross count of VOD enabled Households (HH) in a distributor footprint with DAI capability. Does not include traditional PPV-only households. Metric Name Brief Description Additional Information and Descriptions Trick Play Metrics Fast Forward Enabled Fast Forward Denied Refers to any interruption of the ad or programming view once initiated by the consumer. Pause, fast-forward, rewind are the most common trick-play actions. The total number of HH that are capable and allowed to perform fast forward functionality The total number of HH (set-tops?) who attempted to Fast forward through a DAI asset but were denied this functionality Parameters need to be in place in order to accurately record and report these metrics Not all MVPDs may have trick-play capabilities for the DAI asset. The total universe of households in a given footprint that where consumers can actually initiate a fast forward action during a dynamic ad or programming view. The total universe of households in a given footprint where Fast Forward is disabled. Page 12