Behavioral TV Research Shines Light on Programmatic Opportunities for Advertisers - Claudio Marcus

As we know traditional TV advertising remains an efficient but imprecise means to reach mass audiences While TV viewing remains significant across all demographic segments it is clearly concentrated among heavier TV viewers And because TV viewing is largely and increasingly fragmented it is difficult to effectively reach more targeted audiencesThe use of programmatic TV planning and buying to reach advertiserdefined consumer segments presents an opportunity to more efficiently deal with audience fragmentation increasing the value of related TV advertising Ultimately the ability to target TV ads to specific households or even individuals regardless of what or where they are watching will make TV advertising as effective and accountable as it can be While using TV to target specific audiences poses significant challenges in today39s TV ecosystem the value of doing so should not be underestimatedAs we have watched the progress of digital and the evolution of the media mix as a wholeamp8212many industry onlookers have suspected that TV viewing must decline with the ramping usage of digital devices and other screens There has been a widespread assumption that households with Internet access do less traditional TV viewing But one of the specific findings from a major behavioral TV research study we conducted at Visible World was that pay TV households that established Internet access in the past year are actually likely to watch as much or more traditional TV as other householdsOver the 18 month research period 18767 of the cable TV subscriber households observed added Internet service Examining their anonymous TV viewing behavior found an increase of 5 in their amount of traditional TV viewing This confirms that access to Internet service does not reduce the amount of TV viewing In fact it suggests that early adopters of Internet service were more likely to watch less TV to begin with In contrast later Internet adopters are more likely to watch more TV and do just as much if not more traditional TV viewing after they adopt Internet service Because the research examined anonymous household level cable TV subscriber and viewing data it made it possible to assess the relative effectiveness of targeted TV ads Based on 144 campaigns conducted by the cable TV marketer the research found that ads that were on target increased the likelihood of a sale by 70 compared to overall results across all campaigns Such a finding should help further motivate cable and satellite TV operators to implement addressable TV ad targeting capabilities which could then also become available to advertisers through the operators and perhaps ultimately through TV networksOverall the research looked at the detailed TV viewing behavior of 245919 anonymous households Another notable finding is that affluent households Claritas ConneXions segments Y1 F1 and M1 spend 1724 less time watching TV than overall cable TV subscribers On the other hand less affluent mature households segments M3 and M4 on average watched 7 more than overall subscribers However because these mature less affluent segments make up a relatively large portion of the total US population they account for nearly 50 of all TV viewingRegardless of demographic segment the research confirmed that TV viewing remains popular but is highly fragmented across a broad range of programming It also revealed that despite differences in total time spent viewing TV across segments the individual segments are far less distinct in terms of the percentage of the time they spend watching each of the various types of TV programming Together these findings imply that marketers using TV to target any welldefined segment are still likely to reach a wide spectrum of viewers but with a larger concentration of their best potential customersClaudio Marcus is Executive Vice President of Marketing and Research at Visible World Prior to joining Visible World Claudio was vice president and research area leader for technologyenabled marketing at Gartner the worldamp8217s largest IT research and advisory firm Before becoming an industry analyst Claudioamp8217s experience included 15 years working as a database marketing consultant and marketing software entrepreneur as well as a marketing and advertising agency executive Claudio has a masteramp8217s degree from Northwestern Universityamp8217s Kellogg Graduate School of Management where he continues to be a guest lecturer and authored of a chapter titled amp8220The Reinvention of TV Advertisingamp8221 for Kellogg on Advertising ampamp Media Wiley 2008 Claudio can be reached at Claudiomarcusvisibleworldcom Check us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentariesImage courtesy of cooldesignFreeDigitalPhotosnet

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Behavioral TV Research Shines Light on Programmatic Opportunities for Advertisers - Claudio Marcus

Author

Publish date

Channel

Claudio Marcus

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Behavioral TV Research Shines Light on Programmatic Opportunities for Advertisers - Claudio Marcus

Enjoying This Commentary? There's More to Love

Claudio Marcus

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

The payment was successful

Cookies