As far as I know, no publisher has established a marketplace for Pod Position. Nonetheless, data indicates that First In-Pod garners significantly more attention compared to other pod positions. Should publishers consider disclosing pod position data to marketers and implementing various CPM rates for distinct pod positions? Download the report here: https://bit.ly/44ZpeEZ
Albert Lau
2mo
Thank you! This is sorely needed but it would require a lot more transparency not in place today. Traditional linear TV has a lot of Pod position studies and reports given the nature of distribution. Many 3rd party measurement companies like Vivvix and Nielsen report pod positioning results. I even built a pod position tool at GroupM encompassing over 20 million TV spots with aggregated and dynamic reporting. It was a companion tool when C3 was launched to manage client's unit positioning. However, digital/CTV deliveries don't have the same reporting transparency with content, never mind pod reporting, In theory, 1st position in each pod should require a significant higher bidding base/rate card, with diminishing pricing in the later positions or pods.
📺 Stephen Strong
2mo
I never understood why no one in CTV is accounting for this.
Mike Nicholson
2mo
I think this will develop as the CTV market matures, Yan, do you agree? Frequency capping may be a more pressing project right now.
Fred Godfrey
1mo
Yan Liu are you aware/have you done any research that shows a difference in attention between pods that show the viewer a countdown timer and those that don't? #askingforafriend
Bryon Schafer
2mo
Historically in upfronts at least a percentage of the overall cume buy is often negotiated and eventually allocated to the more resonant pod position such as first/last and other better than average inventory, at least by more mindful buyers.
Rob Aksman
2mo
Great insights Yan Liu, we see a corollary with our interactive CTV performance - not just within the pod, but also the position of the pod (e.g., pre-roll pod has best engagement).
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2moPod position indeed has a significant impact, especially in linear and live streaming contexts. It is reasonable to assume that a large percentage of viewers see the beginning of the first ad in a break and use this as a cue to engage in other activities for the next few minutes. Consequently, the first ad in the break should be the most valuable, followed by the last ad, which is when viewers are likely to return to their screens just before the program resumes. To my knowledge, current linear scheduling and sales systems do not treat these positions as more desirable or charge a premium for them. This represents a substantial area of opportunity, and I am sure advancements are being made to address this.