1. For sponsored content on your owned social media accounts, what average CPM do you typically apply, by platform and format?

• Facebook
  • Single image
  • Carousel
  • Stories
  • Reels
  • In-Feed (4:5)
  • Other
• Instagram
  • Single image
  • Carousel
  • Stories
  • Reels
  • In-Feed (4:5)
  • Other
• TikTok
  • Vertical
  • Other
• YouTube
  • In-stream/pre-roll
  • Shorts
  • Community post
  • Other
• LinkedIn
  • Single image
  • Carousel
  • Video
  • Document post
  • Other
• X (formerly Twitter)
  • Promoted post
  • Video
  • Other
• Snapchat
  • Snap Ad
  • Story
  • Other
• Pinterest
  • Standard Pin
  • Video Pin
  • Other
• Threads
  • Single image
  • Carousel
  • Video
  • Other
• WhatsApp
  • Channel post/Status
  • Other

2. Do these CPMs vary significantly depending on KPI (e.g. reach vs. engagement), season or other criteria? If so, please briefly explain

• What does your Consent Banner on CTV look like:
  1. Do you use a consent banner?
  2. Which button options are shown on the consent banner?
  3. Are all the buttons the same size?
  4. In what order are these buttons shown on screen?
  5. Do all the buttons appear on the same screen (“”layer””)?
  6. If you use multiple layers, which button(s) are on the second layer?
  7. How big is the banner compared to the TV screen?
  8. Is the Accept button visually highlighted compared to the others?
• What Results (KPIs) do you get:
  1. What is the rate of accepting consent when interacting with the banner?
  2. What is the rate of partial consent when interacting with the banner?
  3. What is the Total rate of viewers that have accepted consent?
  4. What is the Total rate of viewers that have refused consent?
  5. What is the Total rate of viewers that have not reponsed to consent?
  6. How long does the banner stay on screen if the viewer doesn’t respond?
• What happens if a viewer rejects consent:
  1. Can the viewer keep browsing/watching normally?
  2. Is the viewer required to register or log in to continue?
  3. Is some functionality limited or restricted?
  4. Does the viewer still see ads, but non-personalised (contextual) ones? (i.e. ads based on the programme or time slot rather than the viewer’s personal data)
  5. Is frequency capping still applied?
  6. Is basic audience measurement still allowed?
• What have you learned about managing consent that might help other broadcasters?

1.  EVOLUTION OF OFFICIAL SALES TARGETS
   Have you recently changed your main official commercial target group or introduced additional official sales target groups to better include older audiences (e.g. 60–64, 60+, 50+)?
   • What was the previous target group?
   • What is the current official sales target group?
   • When was this change introduced?
2. AVAILABILITY OF OLDER TARGET GROUPS IN MEASUREMENT AND TRADING
   Are older audience segments (e.g. 60–64, 60+, 50+) available as officially rated target groups in your market?
   Which age groups are available?
   • Are these age groups only used for analysis/planning purposes?
   • Are these age groups officially included in your ratecard?
   • Are these age groups actively traded in campaigns?
3. COMMERCIAL TRADING OF OLDER AUDIENCES
   Are you able to trade campaigns specifically against older target groups?
   • For which channels/platforms does this apply?
   • Which target groups are used (e.g. 60–64, 60+, 50+)?
   • Is there active advertiser demand for these targets?
   • Which sectors are most interested in these audiences?
4. BUILDING THE BUSINESS CASE
   “If your organisation expanded its commercial target group in the past, what evidence or analysis helped support the decision?
   Examples:
   • audience composition changes
   • advertiser/client demand
   • effectiveness or ROI analysis
   • comparisons with other markets
   • economic value of older consumers
   • research on media consumption behaviour”

1. STRATEGIC VISION & MARKET DYNAMICS
   • Current full-funnel measurement coverage
   • Market demand & Walled Garden Pressure
   • Scalability strategy: Ad Hoc versus Modelling
2. DATA INFRASTRUCTURE & ECOSYSTEM SET UP
   • Scalability strategy: Ad Hoc versus Modelling Data Sources & Capture Mechanisms
   • Further detail into infrastructure
   • Attribution Model Approach
   • Technical Enablement for Data Sharing
   • Organizational Readiness vs. Market Expectations
   • Market Comparison
3. THE MEASUREMENT VENDOR LANDSCAPE
   • Global Providers vs Local Specialists
   • Lower-Funnel Specialist Landscape (Leaders & Contenders)
   • Vendors

I. TOTAL VIDEO OFFER
II. SALES MODEL AND PRICING
III. AUDIENCE, TARGETING & MEASUREMENT
IV. INVENTORY & OPTIMISATION
V. MARKET POSITIONING & COMPETITION
VI. TECHNOLOGY
VII. ADDITIONAL INFORMATION

Follow up survey of the DAI SSI meeting

A compilation of insights and initiatives from around the world on redirecting advertising spend back into in the national economy