Essentially, the report noted that found that successful video ad campaigns, that is, those that provided the greatest reach, shared similar attributes and media mixes. “Brands that optimize reach and results are deploying a common approach with traditional TV as the foundation and streaming as a supplement to reach those hard-to-reach viewers,” the report stated. The importance of traditional TV as a pivotal element for a successful campaign is a fairly stunning revelation considering how linear TV is sometimes dismissed in some campaigns.
The study also revealed that high reach campaigns have a combination of consistent advertising over a broad range of dayparts, endpoints, networks, FAST, VOD and live programming from news and sports. The combination of all of these elements provides a roadmap for advertisers to maximize their reach across platforms.
This current wave analyzed 40,000 multiscreen campaigns. “There are qualifications required for campaigns to be included in a TV Viewership Report analysis,” noted Annie Hagerty, Research and Insights Manager, “We verify that campaigns have enough impressions and investment to be reflective of sufficient delivery, we focus on local advertising campaigns, and all campaigns include traditional TV and Streaming.”
While there are many new ways for consumers to access content and many more varieties of content available, traditional TV leads all other forms in driving reach in a multiscreen advertising campaign (77%). Streaming and free ad-supported streaming TV plays important roles in attracting to reach light and no-TV viewing households so a careful combination of all viewing forms is vital to reaching as many viewers as possible.
Interestingly while optimizations can vary by ad category, audience, and geography, the essential foundations of a multiscreen campaign remain true across these different factors. “Regardless of ad category, audience, or region, we see that traditional TV provides a scale of reach that advertisers should maximize on, while streaming provides incremental reach and reaches households that are hard to reach through traditional TV due to little or no viewing,” she stated.
The report noted that that 20-30% of investment be applied to streaming regardless of these different factors. “When we’ve researched how to maximize reach among different audiences, we’ve consistently supported this recommendation. We do see audiences, like retirees, maximizing reach closer to a 20% of investment to streaming, while young adults closer to the higher end of the range. Advertisers should keep the behaviors of their audience in mind when deciding on strategies, but a foundation in traditional TV is important to achieve the scale of reach,” she added.
With this latest version of the report, “there’s a great opportunity to see what the common strategies are among our highest reaching multiscreen campaigns to be sure those are being included in advertising strategies,” Hagarty explained. “These high-reaching campaigns shared several strategies including consistent advertising across endpoints and time of day – emphasizing the importance of advertisers following the audience where and when they are watching to maximize reach.”
For those advertisers trying to best structure their most effective campaigns, “It can be difficult to verify the full impact of campaigns when TV and streaming are not being optimized within one strategy. Creating a holistic multiscreen campaign leads to greater opportunity in campaign optimization for the intended audience,” she offered.
Understanding the full media landscape is crucial to campaign success. “If an advertiser has been waiting to adopt a multiscreen strategy, the time is now as our data shows that it is becoming increasingly important to combine traditional TV and Streaming. If an advertiser has a multiscreen campaign, I recommend verifying that your campaign is using traditional TV as a foundation and is inclusive of strategies that reach audiences consistently across many endpoints,” she concluded.
This article first appeared in www.MediaVillage.com
Artwork by Charlene Weisler
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