It’s Still Very Hard to Get Reach Without Linear TV

A month earlier I had reported that the right combination of all four types can reach over 90 and the campaign which achieved that at least cost in GRPs was 797 linearThese analyses involved taking random samples of what were then amp876441500 crossplatform campaigns and the database is now roughly double that enabling all sorts of additional analyses including the one presented nextThe background before we get into the analysis is that Nielsen has come up with a very interesting concept of how crossplatform campaigns can be sliced and diced that I had never seen before Itamp8217s based on making a Venn diagram of all of the intercombinations of the four device types linear TV CTV mobile computer One way Nielsen displays this in the Nielsen ONE Ads UI user interface looks like thisThis is obviously not using proportionate space to represent the size of each group but it is easy to seeAnother way that the same kind of data can be represented for a different campaign this time does spatially reflect the relative size of each groupIn other words 65 of the people 2 who were reached by the average of these 337 randomly chosen 20242025 fourmedia campaigns were reached ONLY by linear TVamp8220Unique Reachamp8221 is the terminology Nielsen is using for this novel concept of audience segments defined by the specific combination of media types that they were reached by in a specific advertiser campaign This average of 337 such campaigns reached 381 of US persons 2 collectively of which the single biggest chunk was the 248 who were reached ONLY by linear TV The next largest Unique Reach segment was CTV with 44 about onesixth the size of the linear Unique Reach segment Mobile was next with 28 and then linearCTV with 23 and mobilelinear with 13Next we wanted to see how campaigns with and without linear performed for crossplatform campaigns grouped by GRP levels Hereamp8217s what we found the campaigns that did not use linear at all had much lower reach and far higher frequency The nonlinear campaigns also had a higher share of impressions in the excessive frequency range and a smaller share of impressions in the optimal frequency rangeFor example in the campaigns which averaged around 1800 GRPs the campaigns with linear had an average reach of 591 versus an average reach of 167 for the campaigns without linear Thatamp8217s a 254 higher reach for the campaigns with linear in themFor that same high GRP category the average frequency for the campaigns with linear was 305 which would be about one a day in a onemonth flight The campaigns in that GRP category without linear averaged a 1304 frequency ie more than four exposures per person per day if the campaign was a onemonth flight One would hope that the 28 nonlinear campaigns in that GRP category each had a lot of different creative executions Seeing the same ad 130 times in a month could turn some people offInsufficient frequency appears to be more of a problem than excessive frequency averaged across all campaigns 20 of the campaign reach delivered excessive frequency while 479 of campaign reach delivered insufficient frequency However this is only a rough gauge of what might be amp8220excessiveamp8221 since the lengths of the campaigns varied But no matter how short or long the campaigns ran the insufficient frequency remarks stand 13 opportunities to see as Ed Papazian might point out might only result in one conscious exposure WFAANA have been focused on the high end of the frequency issue but now should also be looking at both endsThe conclusion we draw from this analysis is that the brands that are thinking amp8220digital firstamp8221 and amp8220CTV is all the TV I needamp8221 are making some big mistakesPosted at MediaVillage through the Thought Leadership selfpublishing platformClick 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 MediaVillageorgMyersBizNet

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It’s Still Very Hard to Get Reach Without Linear TV

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It’s Still Very Hard to Get Reach Without Linear TV

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