Interactive Television Metrics, Definitions and Descriptions CTAM Advanced Cable Solutions Consortium itv Committee Q2 2012 Page 1
Executive Summary CTAM s Advanced Cable Solutions Consortium (ACSC) is comprised of industry executives from cable, network, programming, hardware and software companies who are CTAM Corporate Initiatives Partners. The consortium works together to influence the design, development & delivery of cable products and services such as video on demand, interactive television, advanced video and multiplatform to name a few. As an extension to the work done previously on defining VOD metrics, the itv working group has been collaborating to identify and define a recommended set of baseline metrics for interactive television. The goal is to establish a core set of itv metrics that are important to all audiences and that can be measured and recorded for different categories of interactive television applications. The four areas of focus to date are: General metrics that apply to all types of applications Request for Information (RFI) metrics Trivia and polling metrics Telescoping metrics This draft of recommended metrics has been shared with other industry organizations and associations for review and input with the understanding that this information will continue to evolve as the products and services evolve. Many thanks to the members of the itv Metrics task force for their time and commitment in support of this project. Corporate Partner companies who supported the project are: BlackArrow Comcast Media Center itaas Bright House Networks Cablevision Canoe Ventures Comcast Comcast Spotlight Cox Communications FourthWall Media Fox Cable Networks Microsoft Showtime Networks Time Warner Cable If you have questions about this document, please contact Halima Umaru-Mann at 310-485-8912 or Halima@ctam.com. Page 2
Introduction and Purpose The roots of Interactive Television (itv) can be traced back literally a few decades. But in recent years technological advances in digital set-top boxes (STBs) and the software installed in them have made possible the appearance of interactive on-screen applications. These itv applications include Request for Information (RFI), where viewers can click and receive coupons, brochures, samples, etc. and Polling & Trivia, whereby consumers answer questions that are contextually linked to a program s content, thereby fostering viewer engagement. The purpose of this document is to provide a preliminary set of itv metrics to the industry that can be considered for performance evaluation and, ultimately, as a basis for evolving transactional or currency measures. Establishing these metrics now is a critical first step towards setting the industry foundation for the anticipated increase in itv activity during the years to come. A word about itv apps how format of this document: Unlike Standard: 30 commercials, itv applications are available in a variety of formats. For example, some RFIs are built solely for a live TV experience while others may provide an option to telescope to a digital channel where further viewer immersion is possible. Some apps are two interaction screens deep while others may be more. Each, however, has a start and potential finish point and this document is set up to reflect the entire itv sequence, with one comprehensive spot-level example which starts with 100,000 itv ad impressions on page 2 and concludes with 302 leads on page 5. The entire process is captured graphically on pages 6 (RFI) and 7 (Polling &Trivia). Metric classifications: Throughout the document, the metrics have been labeled according to how they might be used on daily practice: Core Metrics basic interactive application measures that could potentially be included in standard itv performance and transactional reports. These metrics will be reported to the interactive content owner and buyers in all instances. Diagnostic Metrics detailed interactions or steps that provide a deeper understanding of why or how an interactive application performed. These measures may be used for advanced analyses for itv application development and/or media placement optimization. Engagement Metrics - measures that capture time spent or ability to hold the viewer audience. Universe Metrics describes the actual number of available itv devices or homes in the marketplace Finally, these metrics are specific to interactivity on the television, currently associated with set-top activity; they will be updated as the technology evolves and interactive television can be measured on devices not associated with a set-top. Page 3
TABLE OF CONTENTS GLOSSARY OF TERMS... 6 APPLICATION/ASSET CONTENT OWNER... 6 DUPLICATE RESPONSE... 6 FOOTPRINT... 6 FUTURE METRIC... 6 INTERACTION... 6 INTERACTIVE TELEVISION... 6 INTERACTIVE TELEVISION SESSION... 6 INTERACTIVE TV HOUSEHOLD... 6 LEAD... 6 SCREEN VIEW... 6 TELESCOPING... 6 TIME OUT... 6 TUNE AWAY... 6 VIEW NOW... 6 VIEWING DEVICE... 6 VIEW LATER... 6 ACRONYM TABLE... 7 CIP... 7 CTAM... 7 HH... 7 ITV... 7 ITVHH... 7 MVPD... 7 RFI... 7 STB... 7 TV... 7 VOD... 7 CORE ITV METRICS...8 CONVERSION... 8 FINAL RESPONSE COUNT (INCLUDES LEAD COUNT)... 8 IMPRESSION... 8 INITIAL INTERACTION... 8 TOTAL LEADS... 8 SCREEN VIEW... 8 DIAGNOSTIC ITV METRICS... 9 AVERAGE LEAD... 9 AVERAGE LEAD RATE... 9 CONVERSION RATE... 9 AVERAGE SESSION... 9 TIME SPENT... 9 FAILED LEAD TO CONVERSION... 9 GROSS SCREEN VIEW... 9 TIME DURATION OF THE INTERACTIVE SESSION... 9 Page 4
UNIQUE SCREEN VIEW... 9 VIEW LATER RATE... 9 VIEW LATER TOTAL... 9 VIEW NOW RATE... 9 VIEW NOW TOTAL... 9 ENGAGEMENT ITV METRICS... 10 AVERAGE TIME SPENT... 10 GROSS SESSION TIME SPENT... 10 LENGTH OF SCREEN VIEW... 10 VIEWER RETENTION... 10 VIEWER RETENTION RATE... 10 UNIVERSE ITV METRICS... 10 ITV DEVICES... 10 ITV HOUSEHOLDS (HH)... 10 INTERACTION ITV METRICS... 10 DUPLICATE RESPONSES - DEVICE... 10 DUPLICATE RESPONSES - INDIVIDUAL... 10 DUPLICATE RESPONSE HH... 11 INTERACTION (RESPONSE)... 11 NEGATIVE INTERACTION TOTAL... 11 NEGATIVE INTERACTION RATE... 11 POSITIVE INTERACTION RATE... 11 TIME OUT TOTAL... 11 TIME OUT RATE... 11 TUNE AWAY TOTAL... 11 TUNE AWAY RATE... 11 WORK FLOW ILLUSTRATIONS TRIVIA AND POLLING...12 TELESCOPING...13 REQUEST FOR INFORMATION....14 Page 5
Glossary of Terms Term Application/Asset Content Owner Duplicate Response Footprint Future Metric Interaction Interactive Television (itv) Interactive Television Session Interactive TV Household (itvhh) Lead Screen View Telescoping Time Out Tune Away View Now Viewing Device (Device) View Later Definition The company or organization that is responsible for the creation and distribution of the interactive programming which is delivered to the TV through the set-top. The instances when an authenticated household, individual or device reacts to or attempts to react to an interactive session more than once. Total coverage area encompassing where a Service Provider s VOD service is offered. A metric that will be desired and reported in the future when it can be recorded and reported. Examples include metrics from devices other than a set-top, such as tablets, phones, etc. When the viewer actually engages with an interactive asset or application during an interactive session. Interactions can be negative (exit, no, tune away) or positive (yes, request information, etc.) The ability of viewers to interact with television content immediately as they are viewing it. There are different degrees of interactivity from very basic (channel switching) to increasingly more sophisticated forms such as On Demand, request for more information, telescoping, etc. A measureable segment of available interactive content by a unique user, by viewing device. Today the viewing device is a TV connected to the set-top. Any household in a footprint that has the ability to and is authenticated to engage with interactive content delivered to the viewing device. Currently the viewing device is a TV connected to a set-top. A lead is created when a prospective consumer in an itv enabled Household (itvhh) shows interest in a product or service by interacting with the asset or application on the television screen, by which authorizing the content owner to follow-up with the consumer with the offer. A lead is not a conversion, but could be the first step to conversion where applicable. Display of an image or images that appear as full screen or as an overlay to the linear content being watched on that particular viewing device. Currently the viewing device is a TV connected to a set-top. A form of interactivity where the viewer can link from the interactive asset or application on display to corresponding content, such as a VOD channel, a website, or a new interactive session content. The instance when an interaction session timed out as a result of no viewer response. The interaction when a viewer changes the channel away from an interactive asset or application. This is one type of negative interaction The interaction when a viewer selects the view now option of an interactive asset or application being viewed on the television. The television connected to a set-top that is displaying the interactive asset or application. Currently the viewing device is the television connected to a settop. When a viewer chooses to delay viewing of additional content from an interactive asset or app. by selecting the view later option. Page 6
Acronym table Acronym CIP CTAM HH itv itvhh MVPD RFI STB TV VOD Full Term Corporate Initiatives Partner (type of CTAM membership) Cable & Telecommunications Association for Marketing Household Interactive Television Interactive Television Household Multichannel Video Programming Distributor Request for More Information Set Top Box Television Video on Demand Page 7
Metric Terms, Descriptions and Explanations Core itv Metrics Metric Conversion Final Response Count (includes lead count) Impression Initial Interaction Interactive Session Total Leads Screen View Brief Description May also be referenced as a sale or transaction. Defined as when a consumer of a product or service authorizes the application content owner to complete the transaction with the itvhh.. (Example: send a free sample, purchase complete or please send more information.) The total number of final actions, including leads that are generated from a single interactive TV application. Single instance of an interactive app or assets opportunity to be seen on the television (TV) which can be measured for the purposes of performance analysis, reporting and billing; may be per device or per interactive TV household (itvhh) and reported accordingly. The total number of first step interactions associated with an interactive application or asset in the television programming. A segment of available interactive video content by a unique consumer, by viewing device. The total number of leads that are generated from a single interactive application. Can be called Final response count. The display of an image or images that appear as full screen or as an overlay to the linear video content being watched on that specific TV. The total count of screen views per application is a reportable metric. Additional Information & Numeric Examples from Flow Charts Telescoping flow path illustration, pg. 13. 500 used as an example in the RFI flow path illustration, pg. 14. 100,000 used as an example for calculation purposes 63 used as an example in the Trivia and Polling Flow path on page 12. 1200 used as an example in the Telescoping and RFI flow path illustrations, pg. 13-14. 12 seconds used as an example for purposes of calculation. 500 used as an example in the RFI flow path pg. 14 Page 8
Diagnostic itv Metrics Metric Average Lead Average Lead Rate Conversion Rate Average Session Time Spent Failed Lead to Conversion Gross Screen View Time Duration of the Interactive Session Unique Screen View View Later Rate View Later Total View Now Rate View Now Total Brief Description Average number of leads generated. Calculated by dividing total leads by the total number of sessions The average number of leads that are generated for an interactive session. Calculated by dividing total leads by gross screen views. The average number of conversions for an interactive session. Calculated by dividing the Total Conversions by the Gross Screen View. The average length of time a viewer is engaged with an interactive session. Calculated by dividing the gross session time spent by the total number of impressions. The total number of leads that don't move to conversions for a specific session or campaign. The total number of screen views in a session or campaign. The length of time that the interactive session is available during a TV advertising spot or TV programming. Length of time may vary per application. The total number of distinct screen views from a viewer, unduplicated per viewing device. Today this refers to a TV connected to a set-top. Number of View Later compared to total leads. Calculated by dividing the View Laters by Total Leads The total number of times a viewer chooses to view the VOD asset at a later date. Number of View Now compared to total leads. Calculated by dividing the view now s by total leads The total number of times the viewer selects the View Now button. Additional Information & Numeric Examples from Flow Charts 500/100,000 =.05% 12,000 seconds divided by 1,000 interactive sessions that occurred. 12,000/100,000 = 100,000 used as an example in the RFI and Telescoping flow path illustrations, pg. 13-14. 18 seconds used as an example for the purpose of calculations. 500 used as an example for the purposes of calculation. Telescoping flow path, pg. 13 Telescoping flow path, pg. 13 Telescoping flow path, pg. 13 Telescoping flow path, pg. 13 Page 9
Engagement itv Metrics Metric Average Time Spent Gross Session Time Spent Length of Screen View Viewer Retention Viewer Retention Rate Universe itv Metrics Metric itv Devices itv Households (HH) Brief Description The average of the aggregate time of all viewing in play mode; may be rounded to the nearest second. The total number of seconds spent by all viewers exposed to and/or engaged with the interactive session. Calculated by multiplying the viewers by the average length of screen view. Duration of display before subscriber navigates away or the content times out The degree to which an interactive session holds or retains the viewer. This can be calculated against the total universe of possible viewers or by the total number of actual interactive viewers. The percentage of opportunity that viewers are engaged with an interactive session defined according to the form of the app. i.e. In-program, in-commercial, telescope, RFI, etc. Presented in minutes/ seconds or number of screen views. Used to measure engagement and stickiness of the app., promotion or advertisement Brief Description The set-tops that are itv capable today; Future metrics will include other viewing devices. The households that are itv enabled via a video service provider, with televisions that are connected to a set-top. Future metrics will include TVs and devices that are not tethered to a set-top. Additional Information & Numeric Examples from Flow Charts 1,000 used as an example for the purposes of calculation 1000 x 12 = 12,000 seconds. 12 seconds used as an example for purposes of calculation Example of a Polling/Trivia Advertisement - Of the 1000 people who viewed or engaged with the ad, how many of these people stayed through the session (view only or interacted with) to get to the answer? Additional Information & Numeric Examples from Flow Charts Interaction itv Metrics Metric Duplicate Responses - Device Duplicate Responses - Individual Brief Description The number of times an authenticated device reacts to an interactive session. Currently associated with a TV connected to a set-top The number of times an authenticated member of a household reacts to an interactive session (FUTURE METRIC Additional Information & Numeric Examples from Flow Charts Page 10
Interaction itv Metrics, cont d Metric Duplicate Response HH Interaction (Response) Negative Interaction Total Negative Interaction Rate Positive Interaction Rate Time Out Total Time Out Rate Tune Away Total Tune Away Rate Interactive Viewing Rate Brief Description The number of times an authenticated itvhh reacts to an interactive sessions. Currently associated with a TV connected to a set-top. Consumer engagement (viewer actually takes an action) with the application or asset during an interactive session. Interactions can be negative (exit, tune away) or positive (yes, request information, etc.) The total number of instances when the "exit", "no" "tune away" and "cancel" option is chosen by the viewer after the initial appearance of an interactive application on the TV screen The number of negative interactions as a percentage of impressions. Calculated by dividing the negative interactions by the total number of impressions. The number of positive interactions as a percentage of impressions. Calculated by dividing the positive interactions by the total number of impressions. The total number of instances when an interactive session timed out as a result of no viewer response. Calculated by subtracting the initial interaction total from the total number of impressions. The number of time outs as a percentage of impressions. Calculated by dividing the Time Out total count with the total number of impressions. The cumulative number of times that viewers tune away from an interactive TV application or program. Channel changes as percent of initial interactions. Calculated by dividing tune aways by the initial interaction. A metric which compares usage to the potential itv customer universe either within a MVPD footprint or a DMA; based upon itv HH data comparable to a rating. Calculated by dividing the total itv HH by the number of HH that interacted with the session. Could be by spot, by flight, by day, week, or month. Additional Information & Numeric Examples from Flow Charts 300 used as an example on the Telescoping and RFI flow path illustration, pg. 13-14. 36 used as an example for Trivia and Polling, pg. 12 Ex:100,000 impressions - 1,200 initial interactions = 98,000 Time Outs Ex: 98,800 time outs divided by 100,000 impressions 17 used as an example xx. Ex: 17 tune a ways divided by 1200 initial interactions =. 01% Page 11
Trivia and Polling Flow Path Gross Screen Views 1,989 (100%) Leads 500 (100%) Time Outs 1,926 (98.8%) Initial Interactions 63 (3.16%) View Later 100 (20%) Negative Interactions (Opt Out) 36 (1.81%) Positive Interactions Opt In s 31 (1.56%) Cancel No Exit Tune Away Time Out Answer Q1 Interact with Sponsor Cancel No/Exit Tune away 400 Time Out Exit Out Interact with Sponso Exit Out Time Out Turn Back Answer Time Out Exit Out Repeat 10 12
Telescoping Flow Path Gross Screen Views 100,000 (100%) Time Outs 98,800 (98.8%) Initial Interactions 1200 (1.2%) Negative Interactions 300 (0.30%) Positive Interactions 900 (0.90%) Cancel No Exit Tune Away View Later/Saved View Now Went back & Viewed Discontinued Completed Viewing Total Conversions 13
RFI Flow Path Gross Screen Views 100,000 (100%) Time Outs 98,800 (98.8%) Initial Interactions 1200 (1.2%) Negative Interactions 300 (0.30%) Positive Interactions 900 (0.90%) Cancel No Exit Tune Away Cancel No/Exit Tune away Confirm 500 Final* Response (Lead) 500 (0.50%) 14