TV Ad Agencies Must Prepare for a Multiscreen Future

Shereta Williams President, Videa

TV Advertising

Consumers now routinely view ads on multiple platforms, so buyers and sellers must use dynamic multiscreen approaches that strengthen campaigns and keep TV marketing in the spotlight, as Videa president Shereta Williams explains.

New platforms are changing the TV ad landscape: almost 200 million Americans now view shows (and by extension, ads) on connected or advanced TVs. This shift is occurring at the same time 94 percent of viewers scroll through their phones while watching the tube.

Together, these statistics prove that linear spots aren’t just for TV anymore. They’ve become a digital tool in a world where consumers routinely see ads on multiple screens. The agency of the future must create dynamic, fluid campaigns that work across devices and integrate TV into the overall digital strategy.

While television still reigns supreme, confining ads to one screen is no longer enough to entice viewers. Here’s how buyers and sellers can be prepared for the multiscreen future.

 

Also Read:  Open Standards, Automation and AI – Set to Transform the Future of TV Advertising in 2018

 

Not Your Grandma’s TV Ad Lineup

There’s no longer just one type of TV, which means there shouldn’t be just one type of TV advertising. Marketing is now much more interactive and targeted thanks to new tools.

The umbrella term for these disparate technologies is advanced TV, which combines linear TV with streaming video from OTT (over the top) platforms, so firms can optimize campaigns and consumers see the most impactful, relevant spots.

One of the most popular advanced tools is connected TV, which utilizes first impression units (FIUs) that prompt users to act through an interactive home screen that features relevant content and ads.

Those spots are also addressable, meaning they utilize consumer data to reach individual households during linear broadcasts. Today, ads aren’t just targeted by gender or age, but by specific demographics, so that, for example, a dog owner wouldn’t see ads for cat food.

There are currently 75 million addressable homes, which means the technology isn’t going anywhere and marketers should employ these tools to woo modern viewers.

Winning the Battle for Consumer Attention

It may seem like a business hurdle that most people now use their phones while watching TV, but in fact that makes linear ads more powerful than ever before, because buyers and sellers can optimize spots for multiscreen viewing.

While TV ads get twice the active views of YouTube and 15 times the active views of Facebook, the engagement is just as impressive when viewers are led to TV by other screens. Twitter found audiences were twice as likely to tune into shows on linear TV once they saw social media posts about them.

On a similar note, the Video Advertising Bureau (VAB) reported that millennial-focused companies like Chewy, NerdWallet, and Stitch Fix doubled their web and mobile traffic after running TV spots.

Younger demographics obviously expect to use multiple platforms, so buyers and sellers should extend reach on these devices to reflect increased adoption. And there’s an easy way to do that while keeping classic TV advertising at the forefront.

Make TV a Digital Channel

Marketers can get a full picture of campaigns by integrating data from linear, advanced, and connected TVs that target addressable customers. In return, advertisers will be able to run their businesses more efficiently and get reasonable spot prices by creating and managing all media from a single budget.

After campaigns end, buyers and sellers can use detailed analytics to measure success and determine which ads resonated with viewers on which devices. Once they experiment with spots on multiple screens, they’ll figure out the best ways to reach individual consumers.

This integrated process pays big dividends for all involved: Accenture found TV has a halo effect on digital because multiplatform campaigns increase overall return on investment by 10 percent.

Even so, firms have been slow to embrace this combined approach: advertisers spent just $2 billion on advanced and connected TV ads in 2018, compared to $140 billion on linear TV spots.

But AT&T, Comcast, and Google have developed ad-tech tools that threaten to take over this space, so linear outlets need to open their minds to this new technology and step up their games to ensure they don’t get left behind. Augmenting TV spots with digital data will make an already powerful tool even stronger.

In conclusion, it’s not easy to survive in modern linear marketing. New platforms like advanced TV, connected TV, and addressable ads are competing for viewer attention, along with their ever-present smartphones.

But that’s no reason for marketers to stick their heads in the sand. The agency of the future can keep consumers invested by optimizing ads for different screens to reach more consumers. This proactive approach will help agencies plan for the future and succeed in a multiscreen world.

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