![\"\"](\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/11\/06154705\/Optimal-Weight-Graphic-1024x341.png\")
<\/figure>\n<\/div>\n\n\n\n![\"\"](\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2023\/11\/06154714\/OTT-Budget-1024x341.png\")
<\/figure>\n<\/div>\n<\/div>\n\n\n\nAdvertisers are asking the right questions. Which publishers can best help me achieve campaign goals? Am I reaching the same people I already engage on linear? What\u2019s the right balance across platforms? How much of my streaming audience is really new<\/em>? These kinds of questions present a daunting challenge to modern marketers. Legacy measurement tools and reporting no longer work. <\/p>\n\n\n\n Not all, but some big challenges in streaming advertising boil down to three key areas: person-level measurement (who saw my ad?), unique reach measurement (did I grow my audience with streaming?) and ad verification (were all my impressions actually delivered?). The demand for more real-time data makes this even harder. <\/p>\n\n\n\n iSpot Streaming Measurement<\/strong><\/p>\n\n\n\n iSpot Streaming Measurement is the latest in a broad set of tools purpose-built for streaming measurement, which solves for these three areas and brings a new level of transparency to campaign measurement and reporting. More specifically, the set of problems this first-to-market solution solves can be defined as follows:<\/p>\n\n\n\n 1. Inaccurate Person-Level Measurement <\/strong><\/p>\n\n\n\n Co-viewing accounts for an incremental 41% of viewership on average. In iSpot Streaming Measurement, co-viewing metrics reveal how streaming TV is watched, whether together or alone. These numbers are crucial for understanding person-level viewership, as multiple people often watch TV simultaneously. iSpot Streaming Measurement tackles the issue of inaccurate person-level measurement, which often results in uncounted impressions, excessive frequency and wasted ad spend. <\/p>\n\n\n\n 2. Oversaturation and Ad Fatigue Across Platforms <\/strong><\/p>\n\n\n\n Most streamers still watch linear TV too. This cross-platform paradigm hinders advertisers from maximizing ad investments and leads to viewer fatigue. Streaming Measurement provides deduplication metrics that enable agencies to measure total exposure and streaming-only exposure, providing agencies and brands with a clear understanding of unique streaming reach, thus improving the efficiency of advertising campaigns.<\/p>\n\n\n\n 3. TV Ads Delivered via External Devices When TVs Are Off<\/strong><\/p>\n\n\n\n CTV ad impressions attributed to external devices are too often counted even when the TV was turned off. This results in an estimated waste of $1 billion in ad dollars annually. Streaming Measurement incorporates CTV Verification to help ensure ads are delivered to TVs that are on and are seen by the intended audience, reducing unnecessary ad spend. <\/p>\n\n\n\n This set of challenges and more are explored in greater depth in our latest white paper, Tackling Obstacles in Advertising with Modern Streaming Measurement<\/a>. The paper outlines how advertisers are reducing waste, maximizing return on ad spend, and growing reach through streaming, with access to more modern metrics that are designed to capture streaming audience engagement in ways that align with how people watch TV and video today. <\/p>\n\n\n\n