Effectv Report: Best Recipe for Video Advertising Blends Linear TV With Streaming

Yes a growing number of consumers are flocking to streaming But a recently released report from Effectv shows that brands deliver far better results by mixing streaming with linearInvite job candidates to apply live during the Media and Advertising Community39s Black Talent Outreach Week at MediaVillagecom and AdvancingDiversityorg October 1720 Apply for jobssubmit your resume hereamp160The TV Viewership Report published by Effectv encourages brands to take a twostep approach to video campaigns First marketers should define the target audience Then they should activate data to find the best content to reach those viewers That could include linear TV streaming or both and the formula will be different for every brandAccording to Travis Flood Effectv39s Director of Customer Insights it39s important to remember that there39s no onesizefitsall solution quotYou have to be willing to follow the audiences where they view contentquot he said quotOur data gives us an understanding of viewing patterns holistically That allows us to determine the right mix of platforms networks and dayparts for a media planquotThe report is based on an analysis of more than 35000 ad campaigns and aggregated viewership data collected from more than 29 million households The results revealed that the most successful ad campaigns allocated about 70 of their video ad spend to traditional linear TV and as much as 30 to streamingEffectv encourages clients to use linear TV as a foundation and then layer on streaming buys With this formula linear TV provides the backbone for the ad campaign delivering broad reach to connect with large numbers of viewers as well as frequency to reinforce the message Streaming is additive extending the campaign to new or hardtoreach users who don39t watch traditional TV or don39t watch very muchHere39s the kicker when brands spend more than 20 to 30 of their video ad spend on streaming they start to see diminishing returns according to the reportquotWhen you start adding more dollars into streaming you39re basically sacrificing the reach you would have gotten with your linear TV buysquot Flood explained quotThe power of these platforms comes from investing in both for one campaignquotDespite headlines that may say otherwise linear TV is still a very relevant viewer choice Yes some Americans are quotcutting the cordquot and canceling their cable TV subscriptions But US consumers watch an average of six hours and 17 minutes of traditional TV per day according to Comcastaggregated viewing data Of that amount five hours and 38 minutes went to live linear TV while 39 minutes were spent watching DVR and other ondemand contentWithin that total viewing time 72 was content viewed outside of prime time and the average household consumed 27 different linear TV networks Flood noted that there are opportunities for brands throughout the day and across content categoriesIf linear TV is a habitual leanback experience then Flood said streaming requires consumers to take action and make choices They have to seek out their desired content or explore apps to discover something new and that creates engagement and excitement quotWhen you go to streaming it39s an experience and it39s an eventquot he saidFlood pointed out another interesting finding in Comcast39s campaign analysis 53 of households reached by streaming were incremental to linear TV households When a campaign reached a household that consumed both linear TV and streaming it achieved 19 higher frequencyAdditionally streaming connects with hardtoreach audiences including light TV viewers and those that don39t watch traditional TV Streaming impressions were 26 times more likely to be seen by these groupsWhile streaming allows for mobiledevice viewing from a variety of locations it mostly occurs on TV screens in homes According to Effectv research 78 of its audience streams on quotbig screensquot in living rooms And because many consumers watch with friends and family advertisers have the opportunity to reach multiple viewers with each ad and extend reachPolitical advertisers are among those benefiting from the onetwo punch of linear TV and streaming buys Flood said quotTraditionally the category was very focused on linear but they are very datadriven and they see the opportunitiesquot he notedElectionfocused advertisers and those in other ad categories are learning that they can pick up light TV viewers or streamingonly consumers by layering in streaming buys By combining it with linear media they formulate a cohesive media planquotYou want to make sure you39re not just reaching a lot of people but the right people and that you39re adding something to your campaignquot Flood concludedGet the latest TV viewership insights by downloading The TV Viewership ReportClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Effectv Report: Best Recipe for Video Advertising Blends Linear TV With Streaming

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