"As it makes its first steps into the world of digital advertising, Netflix has been racing to meet the needs of media buyers, aware that it will need to show its working in order to charge a premium. Announced not long after it secured DoubleVerify and Integral Ad Science as its measurement partners, the app will now permit its shows to be like-for-like compared to broadcaster content, with Barb's output being the UK-leading audience currency."
"Since then its daily reporting includes aggregate-level viewing across SVOD, AVO and video-sharing platforms too, as well as content ratings for shows on the leading SVOD services. The data will reinforce that while streaming services have seized upon the imaginations of the TV-viewing public, traditional broadcasters are still seizing national audiences - whereas it's at the global level streamers start acquiring sizeable scale. This will be reflected in the ad products on offer, which experts think will best align with global campaigns."
Netflix signed up to the Broadcasters' Audience Research Board (Barb) ahead of launching an ad-supported tier, aligning its audience measurement with top UK broadcasters. Netflix secured DoubleVerify and Integral Ad Science as measurement partners to meet media buyers' requirements and justify premium ad pricing. Barb's reporting includes aggregate-level viewing across SVOD, AVO and video-sharing platforms and content ratings for leading SVOD services. The data will show traditional broadcasters still capture national audiences while streamers acquire scale at a global level. From November 2022 Barb will report monthly reach and extend weekly top-50 show reporting to include SVOD.
Read at The Drum
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