Ghost viewers might have you reconsidering your media budget.
A study released today by media buyer GroupM found that 8-10% of connected TV ad impressions are being counted as delivered when the TV is off.
Analysts estimate the overcount wastes about $1 billion in CTV advertising every year for brands.
However, that statistic rises to almost 20% when examining only impressions delivered through CTV streaming devices such as:
- Dongles,
- Sticks, and
- Gaming consoles
While Smart TV Apps, which account for about half of all CTV viewing, had almost no incidence of overcounts across streaming ad delivery.
As a result, GroupM has created new standards for streaming viewability and CTV measurement. In addition, measurement company iSpot has created a product called iSpotCTV Verification to measure continuous play at the campaign level.
GroupM said that companies including Disney, Fox/Tubi, LG Ads Solutions, NBCUniversal, Paramount, VIZIO and Warner Bros. Discovery have committed to working with agencies and advertisers on the new standard, which would be designed to ensure ads are counted only when delivered to screens that are turned on and have people in front of them.
