For those of us who are old enough to remember end-of-broadcasting-day test patterns, today’s 24-hour TV may seem like overkill. But the new never-ending schedule poses both opportunity and dilemma.
Programming genres that were once coalesced into specific parts of the day (such as Saturday-morning cartoons) can now be viewed 24 hours a day, any day of the week. Primetime traditionally was the slot with the highest-quality programming because it garnered the most view and commanded the highest cost per impression (CPM). But now, high-quality programs can be viewed at any time and in any place.
Today’s viewing patterns are very often time-shifted. For advertisers interested in reaching a specific consumer, what was once a relatively clear choice of inventory has become a much more expansive, sophisticated, and complicated playing field. So how does 24-hour TV programming affect advertising schedules? And how can advertisers maximize budgets while still reaching the right consumers?
Commercial pod length and the frequency of pods can reduce viewer engagement and attention. “I think everyone would agree that if you look at the amount of commercials that are inside most programs today, we have really overstuffed the bird,” admitted Michael Strober, EVP client strategy and ad innovation and co-head of Turner Ignite.
Advertising messages get lost in the clutter, savvy advertisers seek not only the right programming, but less cluttered programming, too. Even many TV networks realize the negative impact of clutter and are making efforts to reduce it. “Lighter commercial loads are the right balance,” Strober concluded.
Implement Consumer Target Segmentations
The use of consumer segmentations that can be matched to programming preferences is also an important step for advertisers trying to reach the right consumers. “I think it is a misnomer that people don’t like advertising,” stated Strober. “I think that is incorrect. I think people don’t like a lot of ads that aren’t relevant to them.”
By creating consumer segments that address the complexity and nuance of the consumer consideration process, advertisers can hone their messages and better select programming. “Building valued audience segments will help advertisers and agencies improve their ability to reach the right audience for their need, regardless of where on the schedule that audience is found,” noted Brad Smith, SVP revenue and operations, Videa.
Look Beyond the Usual Time Periods
Prime inventory for you may not fall within the traditional primetime periods. Your ideal target consumer may be viewing television in the early morning or on weekend afternoons. Some perfect consumers watch different programming during different parts of the day.
“Why am I less valuable watching a game show at 3am than when I am watching the NFL in primetime? I am the same person,” noted Hanna Gryncwajg, media consultant. You might even find a perfect target audience that only watches out of prime viewing slots. “This is what advanced audience targeting using automation is all about—looking for a specific audience and finding them where you might not expect,” Gryncwajg added.
By avoiding clutter and analyzing data, you can curate the right time periods, networks, and content to maximize the effectiveness of your campaigns. This can best be done via automated TV. Jon Bond, co-chairman and chief tomorroist, The Shipyard, concluded, “Programmatic media technology is terrific at delivery of messaging, meaning utilizing data to reach the right people at the right time and place.”