Vivvix/MediaRadar’s AVOD/OTT measurement covers ads served on ad supported platforms streaming on-demand programming. Collection does not include Live TV content.

Vivvix/MediaRadar’s has nine platforms in its historical data library:

Vivvix/MediaRadar regularly reviews coverage and will add relevant platforms as feasible.

Vivvix/MediaRadar's technology partner PlayOn has engineered an SVR (streaming video recorder) software that allows consumers to record programs across their AVOD subscriptions. PlayOn’s software is installed on the panelist’s device and collects ads delivered to the home network router’s IP address that supports all streaming devices in the home. MediaRadar harvests the ads that run against the recorded programming content.

PlayOn is a long-standing partner of Vivvix/MediaRadar whose geographically diverse subscriber base is leveraged to follow actual viewing behaviors, providing substantially better representation than the 8 synthetic behavioral profiles deployed with Vivvix/MediaRadar’s former crawler technology, resulting in a 4X increase in unique advertisers observed in collection. Additionally, PlayOn’s subscriber base is geographically distributed, optimizing collection of national, regional, and local advertisers.

PlayOn data collection commenced in January 2023. Prior to January 2023, MediaRadar used a crawler-based approach for streaming ad collection.

At this time, Vivvix/MediaRadar does not manage PlayOn recruitment. And due to PII restrictions, Vivvix/MediaRadar does not have information about the demographic characteristics of PlayOn’s subscriber base.

For each ad occurrence, metadata is reported by date, platform, advertiser, creative, and commercial length. At this time, program and daypart details are not harvested.
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Spending estimations are determined using a statistical model, taking into account the platform’s valuation of advertising and the weighted sample of observational data collected across the platform. Streaming ads are collected using a sample-based methodology as a census of all ads served to the OTT ecosystem is not available.

The data model takes into account the platform’s advertising valuation based on a number of variables, including company financials; subscriber thresholds along with average ad revenue per subscriber; third-party benchmarks as sourced through eMarketer, IAB, and others; engagement metrics as sourced through SimilarWeb; time spent with video as sourced through third party surveys; ad load reports as sourced from Vivvix/MediaRadar’s systems; and industry centric CPMs as sourced from Guideline/SMI/SQAD. Spending estimations are an extrapolation of investment served across all devices for the platform. The data model weights the observational data to derive Advertiser spending estimates.

Ad expenditures are an estimation of the relative, comparative value of the advertisers competing in the OTT landscape, and spend estimations are not tailored to the brand’s specific buy parameters. Additionally, spend estimations reflect a full aggregation of delivery across devices and screens, in this way, there is not variable treatment or reporting by device type.

Each collected ad is matched against a master library of previously detected AVOD video ads. If a match is found and confirmed as advertising material, a record is entered into the occurrence file indicating the platform and date of collection, and the associated details housed in the video library (e.g., product name, brand, advertiser and category).

If a match is not found in the master library, the ad is sent to an editor for manual review. Once identified as either a valid ad or a non-ad, the signature is sent to the master library for permanent storage and future use in the matching process. For a new ad, the editor classifies it into our proprietary central database of advertised products. A record is entered into the occurrence file indicating the platform and date of collection, and the associated details housed in the video library (e.g., product name, brand, advertiser and category).