The Highest Reaching Campaigns All Have Similar Attributes: Revealing Findings from Effectv's TV Viewership Report

The report notes that successful video ad campaigns those that provide the greatest reach share similar attributes and media mixes quotBrands that optimize reach and results are deploying a common approach with traditional TV as the foundation and streaming as a supplement to reach those hardtoreach viewersquot the report states The importance of traditional TV as a pivotal element for a successful campaign is a fairly stunning revelation and demonstrates the importance of linear TV in a campaign strategyThe study also reveals that highreach campaigns have a combination of consistent advertising over a broad range of dayparts endpoints networks FAST VOD and live programming from news and sports The identification of these elements provides a roadmap for advertisers to maximize their reach across platformsThe report analyzed 40000 multiscreen campaigns quotThere are qualifications required for campaigns to be included in a TV Viewership Report analysisquot noted Annie Hagerty Research and Insights Manager quotWe have minimum investment and impression delivery requirements and focus on local advertising campaigns that include both traditional TV and streamingquotWhile there are many new ways for consumers to access content and many more varieties of content available traditional TV leads all other forms in driving reach in a multiscreen advertising campaign 77 Streaming and free adsupported streaming TV play important roles in attracting reach to light and noTV viewing households so a careful combination of all viewing forms is vital to reaching as many viewers as possibleInterestingly while optimizations can vary by ad category audience and geography the essential foundations of a multiscreen campaign remain true across these different factors quotRegardless of ad category audience or region we see that traditional TV provides a scale of reach that advertisers should maximize while streaming provides incremental reach and delivers households that are hard to reach through traditional TV due to little or no viewingquot she statedThe report noted that 2030 of investment should be applied to streaming regardless of these different factors quotWhen we39ve researched how to maximize reach among different audiences we39ve consistently supported this recommendation We do see audiences like retirees maximizing reach closer to 20 of investment in streaming while young adults are closer to the higher end of the range Advertisers should keep the behaviors of their audience in mind when deciding on strategies but a foundation in traditional TV is important to achieve the scale of reachquot she addedWith this latest version of the report quotthere39s a great opportunity to see what the common elements are among our highestreaching multiscreen campaigns to be sure those are being included in advertisers39 strategiesquot Hagerty explained quotThese highreaching campaigns shared several factors including consistent advertising across endpoints and time of day amp8211 emphasizing the importance of advertisers following the audience where and when they are watching to maximize reachquotUnderstanding the full media landscape is crucial to campaign success quotIf an advertiser has been waiting to adopt a multiscreen strategy the time is now as our data shows that it is becoming increasingly important to combine traditional TV and streaming If an advertiser has a multiscreen campaign in development I recommend verifying that your campaign is using traditional TV as a foundation and is inclusive of strategies that reach audiences consistently across many endpointsquot she concludedClick 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 MediaVillageorgMyersBizNetamp160

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The Highest Reaching Campaigns All Have Similar Attributes: Revealing Findings from Effectv's TV Viewership Report

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Charlene Weisler

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