BARB Explained

BARB Explained: BVOD Planner & optimiser

8 March 2021

In March 2021, BARB launched upgrades to its BVOD planner to improve functionality and user experience. The BVOD planner, first released in June 2020, is designed to help agencies and advertisers plan advertising campaigns across BARB-reported commercial broadcasters’ linear channels and VOD platforms.

The BVOD planner enables agencies and advertisers to forecast the unduplicated reach and frequency* delivered by advertising campaigns on BARB-reported commercial BVOD services** over multiple screens (TV sets, PCs, tablets and smartphones). Users can forecast BVOD reach for impressions planned against specified target audiences, as well as by service. The tool can be used to plan standalone BVOD campaigns, or in conjunction with a linear advertising campaign.

The planner incorporates BARB’s gold-standard panel and census data, alongside BVOD and smartphone viewing data independently collected and reported by IPA TouchPoints. The modelled output also uses ad impressions data provided by broadcasters.

The new improvements to the tool now enable the user to more effectively plan campaigns by optimising budgets across linear and BVOD platforms. Planners also now have the ability to plan campaigns delivered on specific devices.

A media agency could use the optimisation tool to plan a campaign for Channel 4 (linear) and All4 (BVOD) with a target audience of Adults 16+ across June 2021. They could base their plan on June 2020 as the most comparable period. They can choose to optimise this campaign with a budget of £1,000,000 and costs of £3,000 per adult TVR on linear and £10 per thousand impressions on BVOD. The planner will calculate that the campaign will achieve a reach of 60.7%. It will make 160 million impacts across all adults with an average frequency of 5. Please click on the video at the top of the page to see this example in more detail.

The graph below illustrates reach across Adults 16-34. Media agencies are able to more effectively extend the reach of their campaigns by using the BVOD planner to plan across linear and BVOD services.

These enhancements have been developed in conjunction with feedback from existing users and we look forward to adding further modifications in the future.

BARB’s BVOD planner was developed by RSMB for BARB and is available through TechEdge’s K2 module. BARB is delighted that it has now been adopted by majority of UK broadcasters and media agencies to support their BVOD planning.