Most Effective Use of Streaming and Linear Advertising Revealed in New Report

The report is based on a custom behavioral survey Nielsen data and an internal analysis of campaigns by Effectv the advertising sales division of Comcast Cable Many of the data points may run counter to some perceptionsFor example the report shows that 76 of viewers consume the vast majority of streaming content via their TV screens But while most households have at least one streaming service 70 of them still subscribe to cable or other forms of pay TV Although viewers are watching more streaming content these days without ads on average 58 of the time spent watching streaming services is with adsupported contentLinear Packs Big PunchThe report also showed that regardless of the number of streaming services they have households are still spending the greatest share of time with linear TV content In fact streaming households spend nearly twice as much time watching linear content as streaming contentWhile TV offerings continue to evolve the report found that viewing behaviors are slower to change Yet at the same time subscription video on demand SVOD is very popular with those who stream More than 80 of SVOD households have two or more streaming servicesOverall 44 of the survey respondents said they used their TVs to consume streamingvideo content They indicated that they chose their TV screens for the experience and choose their handheld devices for the convenienceTo further understand the importance of the TV screen to streaming viewers the report analyzed adexposure data which revealed that 76 of impressions happened on the TV screenThe report also found that streaming perceptions differ widely across age groupsamp160Younger audiences 1824 were most likely to feel that quotit takes too long to decide what to watchquot while audiences 5564 were most likely to think quotsubscriptions are too expensivequotRegardless of age video audiences are using streaming as a complement to traditional TV An analysis of more than 20000 Effectv crossplatform campaigns across 29 million households demonstrated that this holds true for advertising campaigns tooAn Effective CombinationThe report made clear that streaming and traditional TV are a powerful combinationamp160Among households that subscribe to streaming services the greatest share of time spent is with cable followed by streaming then broadcast It made clear that a significant number of viewers are using streaming and cable together as a wholeHowever the majority of reach achieved from streaming is incremental to the linear TV portion of the campaign In addition to delivering incremental reach streaming also helped to deliver those households that are quotlightly reachedquot by linear TVAccording to the report advertisers can achieve optimal reach by allocating 10 to 40 of their investment to streaming with the remaining investment going to linear TV But when more than 40 of a campaign39s budget is allocated to streaming there are diminishing returns on campaign reachThe report concluded that linear TV is still the best way to reach a large amount of people in a short amount of time while streaming helps to focus and extend that reachClick here to download the 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 MediaVillagecomMyersBizNet

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Most Effective Use of Streaming and Linear Advertising Revealed in New Report

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Steven Stark

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Most Effective Use of Streaming and Linear Advertising Revealed in New Report

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