Let me pose question…
If an ad is shown to a viewer who can’t see it, was it shown to a viewer ??
According to a recent article in the WSJ, “between $1.5 and $1.9 Billion worth of ads are expected to be shown to viewers who can’t see them”. A study by GroupM showed that 17% of Connected TV ads are running with the TV set off. Talk about hard to reach consumers!! Streaming devices like Roku or AppleTV that connect Televisions to the inter-web do not currently recognize when Homo-boobtubeus has clicked the power button to the ‘OFF’ setting. And so, some advertisers are left screaming into the void. But wait! The study was conducted using 20 Million Vizio TV sets, accounting for only 15% of all TV sets sold in the US. The plan is to expand the test to include more TV manufacturers (like LG). So for arguments sake, let’s tack on another $900,000,000 in viewerless ads.
In “Measurement on the Fritz, Audiences on the House” we came to learn that the exact opposite problem is happening with Linear TV (that delivered via MVPD or OTA); audiences were are being vastly undercounted when the TV is ON…..by as much as $2.8 billion.
in the end ….. it’s a wash!