Unified measurement that captures all advertising exposures across all screens and all platforms
WHAT IT IS
CFlight is the industry’s first cross-platform, unified advertising currency metric. It delivers the most comprehensive representation of ad campaign exposures across all platforms and screens, allowing advertisers a more holistic view into cross platform consumption. As an open-source measurement methodology metric, CFlight has the ability to scale not just across NBCU, but across the industry. Below are a few key things to know about Cflight:
- Measures across all screens
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CFlight measures linear and digital platforms, incorporating all live, on-demand and time-shifted commercial impressions, while using the best measurement by platform
- Implements a uniform, impressions-based metric
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CFlight creates comparability across linear and digital measurement , equalizing commercial impressions, across all screens
- Only counts digital impressions viewed to completion
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CFlight raises the bar for the industry by only counting your ad if it is viewed to completion. CFlight transcends viewability and other metrics that only measure part of your ad, directly addressing marketers’ objective of holding digital to the same high standards that as television
- Provides co-viewing on OTT measurement-enabled platforms
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CFlight includes NBCUniversal’s apps on Roku and NBCU’s content on Hulu. OTT now represents one third of NBCU’s long-form digital video consumption. Additionally, as the shift in video consumption continues, NBCUniversal is committed to working with measurement partners and publishers to drive future innovation around delivering an accurate cross-platform measurement solution for the industry
- Creates consistent post-campaign reporting
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CFlight metrics combine both linear and digital delivery across all platforms
KEY SUCCESSES & LEARNINGS
The industry is embracing change:
CFlight makes A18-34 relevant for TV buyers once again:
CFlight centralizes all TV-screen viewing under a single buy:
NBCU content is highly co-viewed across all platforms:
PJ Gasparini, SVP, Insights & Measurement, and Jonathan Bohm, VP, Insights & Measurement, take us through CFlight learnings and how it will evolve. WATCH NOW
WHAT’S NEW FOR 2019/2020
NBCU is scaling CFlight across the entire portfolio. CFlight will also continue evolving in an effort to improve STB VOD and OTT measurement to for the entire industry. In addition we are exploring measurement solutions on other platforms, to make sure we are keeping up with understanding ad exposures wherever they may occur.
