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The recipe for TTVAM Finland

9 May 2023

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What is TTVAM Finland

Total TV Advertising Measurement
Currency for linear and BVOD campaigns combined
An initiative of Finnish TV broadcasters facilitated by ScreenForce Finland, assisted by Pure X Media
System built by dataBreeders
Using key inputs from Ad Server data and Finnpanel single source

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Taking the TTVAM Finland order

The output must enable Total TV trading

Unified Contacts – linear and BVOD
Credible BVOD metrics
Impressions turned into impacts
Robust Unified Reach & Frequency
Linear currency – no change

Cost efficient

Ideally utilizing existing data sources rather than new panels or surveys

Future-proof

Possibility to include new types of advertising (e.g. dynamic advertising insertions that replace traditional ads in linear channels)

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The ingredients

Ad server data
BVOD player IDs and registration data (basic demos)
Finnpanel linear campaign data
Router-meter data measuring panellist BVOD content usage
Spotgate unique codes
… all made privacy compliant

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The recipe

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Building upon the “single source”

The “single source panel” is used to guide each modelling step.
This is created as follows:

Finnpanel and the Finnish broadcasters already have a method in place to match BVOD content viewing records to devices in Finnpanel homes, upon informed consent.
We additionally match corresponding Ad Server records to the same devices.
For impressions served on TV Screens, people meter data tells us who is actually watching BVOD ads (number of co-viewers and their demographics) or, when viewing happens on personal devices, the owner of such devices.

The learnings from such single source are used as the “source of truth” to appropriately transform and combine the census registration-level data of each broadcaster.

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Privacy guaranteed by data segregation

Outside of the consented Finnpanel homes, census-level data of each broadcaster are kept rigorously segregated in different environments.

Only aggregated reports are exchanged between these environments as shown in the next slide.

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How is the data accessed

Post-evaluation Dashboard

Request

Full results

Modelling

Engine

Single Source Data (Finnpanel + Ad Server Data of Panelists)

Request to Single Source

Aggregated Single Source and Linear Reports

Ad Server Data Broadcaster C

Ad Server Data Broadcaster B

Ad Server Data Broadcaster A

Request to Broadcaster C

Request to Broadcaster B

Request to Broadcaster A

Aggregated Registration-Level Reports

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The “modelling engine”: four simple conceptual steps

Step 1: transforming impressions into profiled impacts
Step 2: estimating reach of a single BVOD broadcaster by target group
Step 3: combining reach of BVOD campaigns across broadcasters
Step 4: combining reach of Linear and BVOD campaigns

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Step 1: transforming impressions into profiled impacts

In matched Finnpanel homes, we compare BVOD registered users' demographics against who is actually watching the TV screen or owns the personal device that displays the ads.
TV screens may be watched by multiple viewers and the owner of the registration may be among them or not.
This information is used to create rules to transform the amount of registration-profiled impressions into individual-level profiled impacts

So, for example 100 impressions to accounts registered to “Female 35-44” might be transformed into 90 impacts on individuals “F35-44”, 20 on “M35-44”, 10 on “M45-54” and 30 on other specific demographics.

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Step 2: estimating reach within target groups of a single BVOD broadcaster

From census Ad Server data, we calculate how many different registrations have been exposed to a given BVOD campaign on each broadcaster.

Then we turn to the Single Source and compute how many registrations and how many individuals have been exposed to the same campaign, and their “ratio”, on each broadcaster.

Using both pieces of information we estimate the individual-level reach within target groups of the given BVOD campaign on a single broadcaster, and the full reach & frequency curve.

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Step 3: combining reach of BVOD campaigns across broadcasters

From the single source, we compute the reach of a given campaign on each broadcaster VOD service and across all of them

Then we use this information, on the back of step2, to estimate the combined reach of the BVOD campaign across all broadcasters

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Step 4: combining reach of Linear and BVOD campaigns

Similarly to step 3, we compute from the single source the reach of a given campaign from linear TV, from BVOD and from both

Then we use this information, on the back of step 3, to compute the incremental reach of the BVOD campaign over the linear campaign on its own.

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