Vivvix’s Mobile App measurement covers banner ads served within applications on mobile devices (iPhone & Android) in the U.S.
YouTube Video Mobile App measurements include video ads up to four minutes in length, occurring in pre-, mid-, and post-roll positions.
Coverage
Vivvix monitors and reports advertising activity including spending and impressions for over 450 Banner Mobile Apps, as well as YouTube Video Mobile App. Ad impressions & expenditure estimates are available beginning with January 2021 data.
Social Networking & Internet Search Engine Apps are not included in Mobile App data. Please consult our Paid Social & Internet Search methodology for more information on monitoring & coverage of Social Networking & Paid Search sites respectively.
Ad Collection and Processing Procedures
Mobile App collection is powered by a panel of approximately 375 thousand mobile panelists driven by live human interest behavior and augmented by our standard and persona-based crawler collection to provide the most diverse and representative view of the advertisers present in the marketplace.
The signature of each collected image is compared against signatures maintained in a master library of previously detected advertising and non-advertising images. If a match is found and confirmed as advertising material, a record is entered into the occurrence file indicating the app, the date/time of collection and the associated Vivvix Central details (e.g., product name, brand, advertiser, and category).
If a matching signature is not found in the master library, the spider has potentially found a new advertisement. The signature and the image are saved and routed to an editor for visual examination. Once identified as either a valid ad or a non-ad, the signature is added 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 Vivvix Central database of advertised products. A record is entered into the occurrence file indicating the app, the date/time of collection and the associated Vivvix Central details (e.g., product name, brand, advertiser, and category).
Ad Impression Estimation
Vivvix measures ad impressions using a combination of engagement and experience metrics for each mobile app. Engagement metrics are provided by SimilarWeb for daily active users, average pages per visit, and average duration per visit. Experience metrics measure ad exposure for each site and are derived using a count of the number of ad slots and ad streams observed, obtained from industry benchmarks (Google ad rules for banner and video placement), observational data obtained from spider collection, and primary research replicating the mobile app ad-to-content experience.
For Mobile App, on an app-by-app basis, Vivvix uses engagement and experience metrics to calculate ad impressions by taking the product of Daily Active Users & Average Pages per Visit in the case of Banner and Average Time Spent in the case of Video to derive Page Views, which is then adjusted by a ratio reflecting the ad-to-content experience to estimate total impressions delivery. Vivvix then analyzes the sample of an app’s spidered ad occurrences to determine the distribution of ad impressions for all brands participating on that app. Each spidered ad occurrence that was collected across all pages and the full period of monthly coverage is assigned a weighted ad impression for that app.
This weighted value becomes the projected impression estimate for that unique ad occurrence and the brand associated with that occurrence.
Ad Expenditure Estimation
Monthly ad expenditures are calculated by applying a cost-per-thousand (CPM) estimate against ad impression values:
Expenditure = (CPM) * (Impressions / 1000)
App specific CPMs are aggregated from multiple resources, including published rate cards, publisher survey submissions, third-party analysis, and ad tech intermediaries and aggregators, where available. Rates are analyzed to determine the relative value of inventory served on a specific app. It is important to highlight that Vivvix counts all collected activity as paid media, including make goods, bonus, and added value inventory. Vivvix’s CPMs generally reflect a more premium, direct buy for an app’s inventory.
In instances where an app-specific CPM is not available, Vivvix uses the app category average. In rare instances where an app category average is not available, Vivvix will use the average for the media type.
Preliminary Expenditure Estimation
Prior to the release of final monthly ad expenditures, preliminary estimates are updated daily and based on a weighted value informed by the most current month of final spending estimates. Weighted values are defined at the property level. In instances where the most current month of final spending is not available at the property level, the weighted average for the total media channel will be used. Brands reported in preliminary daily expenditure estimates reflect confirmed sighting of ads served on the site.