Advertising

The Data Gap

By Alex Klausner

June 30, 2021

A lack of data is throttling streaming advertising investment. In our recent State of Streaming Advertising 2021 report, we found that while 70% of sellers agreed that they have the data needed to run campaigns on streaming, just 39% of buyers felt this way. There is a massive divide between publishers’ confidence in their ability to sell and buyers feeling they lack the measurement, transparency, ROI, or scale to increase investments.

What kind of data is causing the lack of confidence?

There are a few different elements of the data that buyers are looking for, but are not confident in today:

  • Accurate, deduplicated reach across all their buys both for linear and digital and across brands.
  • What shows their ad is playing on.
  • The percentage of viewers they reach on streaming.
  • How views on streaming convert to action.

So, what can publishers do to bridge this gap and ultimately drive more revenue on their streaming platforms?

Standardize data collection
Collecting insights in a standardized fashion will allow buyers to better understand campaign performance across their buys. It will also enable sellers to leverage the value of their inventory across points of distribution and measure their true reach.

Safe sharing
Publishers should have safe ways to share data with buyers, such as what shows or genres their audience performed best on. Not only will this be beneficial for buyers, but it can also help sellers identify sponsorship opportunities that will be the most impactful.

Unified measurement
The streaming ecosystem provides the opportunity for viewer-level data collection, without relying on surveys, and the sell side should consider how to use this to create a new type of streaming currency. Clean rooms can be a tool to help publishers learn how their content performs against other content in the genre or the industry or what percentage of an audience they are reaching.

Reliable streaming data set for working with attribution partners
Collecting viewer-level data straight from video player applications can help publishers provide better insights to attribution vendors. With better attribution, publishers can understand how effective advertising really was.

Publishers are right to be wary of sharing too much data, but they also need to reconsider strategies as they work to capture more revenue on their streaming platforms and address the perception gap in data. To continue to grow, attract new viewers and advertisers, and take on an increasingly crowded market, publishers need to invest in the tools that will help them manage data sharing and get the best insights possible out of their first-party reporting.