The media landscape is not unlike a big jigsaw puzzle where disparate data needs to be interlocked and then interpreted in order to see the full picture of behaviors and results. Comcast has in its arsenal two long standing but separate studies on viewership and on advertising and has merged the results from these studies into the Comcast Advertising Report, now in its second year. This report enables a better understanding of the dynamics of viewership in tandem with advertising results. “We have access to a lot of data, whether it's viewership data or ad exposure data and we want to be able to share so everybody wins,” noted Travis Flood, Senior Director of Research for Comcast Advertising.
According to Flood, the merged data focuses on three industry tent poles – viewers, buyers and sellers. “We go through our data and see what have has repeatedly shown up that we think is interesting,” he explained. One big takeaway is that, “TV is still the foundation still drives the majority of reach. Streaming is an audience extension that we expect to grow over time. But the two of them are going to be very separate for a while. We're here to help leverage the advantages of both for our advertisers and for the marketplace.” However to the viewer, TV and streaming are both viewed on the same screen and are therefore considered somewhat the same.
One big takeaway was the viewers’ continued preference for the big screen. “We think that has benefit because that allows you to maximize the connection. Eighty-two percent of our streaming impressions are happening on the big screen. Last year it was 77%,” noted Flood.
Further, the study found that traditional TV continues to drive reach, with a caveat. “We still drive the majority of our reach with traditional television but maximizing incremental reach is a challenge in today's marketplace. How are you driving it? How much TV should I have? How much streaming? Should I buy addressable? Should addressable be the focus of my campaign or should it be a tactic on top of that? Then, because we work in a premium video environment, we look at types of customers and type of content. We want to maximize that connection,” he stated.
One of the big misconceptions among advertisers is that traditional TV is diminishing in impact. This is a mistake according to Flood because, “They're giving up on where they can maximize their reach. What we've seen is when people invest more in streaming, they get more to begin with, but after a point, as they invest even more in streaming, they start talking to the same people over and over again. There's a diminishing return at some point as you sacrifice linear reach for streaming frequency in a lot of cases.”
Finally, the growth of FAST services has accelerated. “Last year in this report, FAST was really an introduction. This year nearly half of all OTT impressions were served through FAST. That's a really important stat because it has significant volume to it,” he stated and added, “FAST services have been a way for viewers to engage in content in different ways.”
In last year’s study, “Share of reach for traditional TV was 82%. Nine percent came from streaming-only and 9% were reached by both,” he noted, “This year those same numbers, instead of 82, 9 and 9, are 78, 10 and 12. So you'd say, wow, it's still relatively strong for television but the streaming is up a third from what it was last year. We're seeing movement, but it's not drastic.”
When it comes to programmatic, “The space is growing every year but we see hesitance for a couple of reasons,” Flood said. ”Sellers may be wary about selling programmatically. They think it will degrade their content and downgrade the potential to maximize revenue. Buyers may not be set up to be programmatic in the same way that they find television today. How can you buy streaming or connected TV and programmatic? That's a different world. So we tend to talk about programmatic just being a way to buy in an automated way.”
Looking ahead, Flood sees a convergence between traditional TV and streaming but it will happen slowly over time. “You'll continue to see convergence of the two,” he posited. ”TV will become more like digital or streaming in the way it's bought with more targeting capabilities through things like addressable. Hopefully, you'll have a unified approach to measurement across both television and streaming especially as there is more first party data.” He added that, “Hopefully, industry collaboration will continue because in a world where you want TV to be more like digital, it requires a lot of groups to collaborate with one another. But it won’t happen on its own. The industry has to be behind it and help guide it through the process.”
Ultimately for advertisers who want to maximize their impact, “There is not a magic bullet or a one size fits all approach. You can't just do streaming or linear television. I wouldn't tell someone to just buy data driven linear - broad appeal versus very addressable. It's combination of all of those,” he noted. “It's important to be talking to your customers who buy from you today as well as those who will buy from you tomorrow. For your current customers, have a message that's more addressable. For those in the future, concentrate on broader reach.” But since advertisers need to reach both current and future customers, “You essentially need both strategies together and once you implement those two strategies, you have that data driven techniques and you can split it up between TV and streaming,” he concluded.
This article first appeared in www.MediaVillage.com
Artwork by Charlene Weisler
