CTV Home Screen Open Data Partnerships

 

                                                                                                                                                                   

Data Partners

The Connected TV Marketing Association (CTVMA) is thrilled to announce the launch of a new initiative aimed at fostering the growth and development of the connected TV (CTV) ecosystem. 

This initiative is designed to assist smart TV platforms, streaming services, media agencies, and adtech companies by enhancing our global brand market visibility, to ensure our accuracy of reporting, yields and investment transactions. 

The OS data points which we track on a quarterly basis with proprietary market share models typically incorporate company-reported data, estimates based on business line revenues and other market research. 

As part of this joint exercise endeavour, we are introducing new trade practice initiatives and inviting key stakeholders to participate in this groundbreaking effort, as follows:

Data Collection for Reporting

To accurately calculate the number of CTV devices in global households by country and device brand, the CTVMA requires comprehensive glass-level data from original equipment manufacturers (OEMs) and operating systems (OS). This glass data collection effort will involve smart TV platforms, streaming services, publishers, and broadcasters. Specifically, we seek the following information:

• Connected TV Data: Detailed information on the number of CTV devices in use globally, broken down by country and device brand. This includes ACR data on smart TV models, firmware versions, and geographical distribution.

• Engagement Metrics: Information on user engagement, such as the video completion rate (VCR) of all CTV campaigns to date. This metric is critical for understanding how effectively content is being consumed on CTV platforms.

• Application Data: The number of apps available on each smart TV platform, including usage statistics and popular app categories. This data helps in assessing the diversity and richness of content available to users.

The collected data will be used to establish comprehensive commercial channel reporting outlets for our future, providing valuable insights for market research purposes. These insights will be shared with our global media agency partners to enhance their strategic planning and execution.

Invitation to Media Agencies

We invite media agencies to contribute to this initiative by submitting the data subsets they require for their advertising clients. By subscribing to our reporting publication outlets, agencies can access detailed and customised reports tailored to their needs. These reports will include:

• Transactions and Insertions: Data on the volume and performance of CTV ad creative transactions and insertions. This includes detailed analytics on ad formats, durations, and viewer interactions.

• Market Research Insights: Comprehensive market research data that provides a deep understanding of CTV advertising trends, consumer behaviors, and campaign effectiveness.

Media agencies can specify additional data requirements to ensure that the reports cater precisely to their needs. This collaborative effort will ensure that agencies have access to the most accurate and relevant data to support their advertising strategies and deliver exceptional results for their clients.

Join our Future

The CTVMA is committed to driving innovation and excellence in the CTV industry. By participating in this initiative, smart TV platforms, media agencies, and adtech companies can play a pivotal role in shaping the future of CTV advertising. Together, we can enhance the accuracy of reporting, improve transaction transparency, and increase global brand market visibility.

For further information to submit your data requirements, please contact us info@ctvma.org.au. We look forward to collaborating with you and building a robust connected TV ecosystem that benefits all stakeholders.

ctvma.org