The market has finally started being active in using analytical resource of IPTV. The VOLIA has been publishing results of TV viewing and ratings of TV channels for the second year, offering additional services on a fee basis. The “Lanet” regularly shares ratings to the public. The Big Data Rating Project has been launched recently. And today, the Media Group Ukraine and the Digital Screens presented a product that allows not only measuring IPTV and OTT television and making ratings, but also provides opportunities for an in-depth analysis of the results. On the one hand, the availability of several distinct measurement systems for different providers complicates the life of advertisers, but on the other hand, it provokes competition, making rating falsification difficult. The data for Deepmetrics is taken from the Ukrtelecom Interactive TV, OLL.TV and OLL.TV partner network, so it is relevant only for the above platforms and cannot be representative for the entire market.
During the project presentation, held on 7 June 2017, Alexey Kurakin, Business Development Director at Media Group Ukraine, and Julia Kakhanovskaya, Head of Analytical Projects at Digital Screens, told about the system’s functions and interesting conclusions from the measurement results. The main innovation, which may change the advertising market, became the ADBlast Online System, capable of recognizing and analyzing TV advertising in real time. Now, after registering on the website, the advertisers can monitor fully for free (at least at the moment), when their advertising video is broadcasted, whether it was run at all, whether the audience watches it, etc. Until then, those functions were unavailable, and clients were able to learn the fact of running or not running their ads just only from the channel’s reports or self-monitoring. This tool is expressly helpful for measuring niche channels.
Monitoring broadcasts in the real-time can help the producers of live shows and live broadcasts, since they will be able to change the script while shooting, due to watching audience behavior.
Another innovation by Deepmetrics became the analysis of the catch-up viewing. The service is enjoyed by 8-11% of audience. The peak delayed viewing falls on the weekend, when the most popular are children’s broadcasts and films.
The analysis of IPTV and OTT viewing data by means of TVMetr Online does not allow for an accurate identification of the specific user’s portrait, but due to the analysis of viewing patterns, it can be simulated. By the way, the mobile TV allows identifying viewer’s individual characteristics and provides ample opportunities for research. Perhaps, the partnership project of the Digital Screens and the Vodafone will be a source for analysis. “There is a lot of interesting things. The Mobile TV viewing is growing and opens up many opportunities”, as Alexey Kurakin commented on to the Mediasat.
It turned out extremely interesting the comparison of IPTV and OTT TV viewing. The audiences initially have a distinct approach. IPTV viewers switch on TV-sets (most often this is a TV-set, 94% of views is accounted for by set-top boxes, while mobile devices and Smart TV account for 6 and 5%, respectively) and then select what to watch. The pattern of their viewing is closer to the linear TV audience behavior. TV-sets are frequently used as a background: a household watches TV over 10 hours daily on average. The peak viewing is a traditional prime time at 19.00 – 22.00. The viewer’s portrait is also familiar: 55% of women, family, average age.
When it comes to OTT, we can already observe a definitely new audience that breaks usual advertisers’ models, and is little-studied so far. The OTT consumers do not just switch on TV-sets, or rather Smart TVs (58%) or mobile devices (38%) (40% of viewers watch video on the website, and TV set-top boxes are used by only 3%, at that, 40% use more than one screen). These viewers do know what they want to watch, and are searching for it. OTT is watched intentionally for some 3 hours daily, and not as a background. And these viewers are distinct: the audience is younger, more lonely-hearts, 55% of men, more employed people with high income. Obviously, these viewers are late from work, what shifts the peak viewing on weekdays for 22.00-24.00.
It is worth paying attention to the fact that OTT audience less watches TV channels, and 13% does not watch them at all. However, the Top 6 channels are little different.
- “Novy Channel”
- “Football 2”
- “Novy Channel”
- “Football 1”
It is not unreasonable to assume that OTT by OLL.TV is used by many people to watch football matches.
Now, it remains for us to wait until June 14, when the website Deepmetrics.tv starts, and check everything ourselves. It is already possible to preregister, and if the Deepmetrics team confirms registration, you can enjoy all of the numerated services (TV Report Basic, TVMetr Online, ADBlast Online) for free. The fee will be applied only to TV Report PRO, i.e. individual analytical reports and source data for broadcasters and copyright holders.