TV Redefined: Remix Your Media
Written by Steve Erdelyion November 19th, 2020
In the midst of an unprecedented global event, we find ourselves living a new normal. As millions of Americans are spending more time at home, they are consuming more TV content than ever and making significant and permanent changes to the ways they interact with all types of content, on every platform. Now, more than ever, it is imperative that businesses refresh their brand message and media mix, and prepare to meet the demands of the future for content consumption. Here are some things to consider:
1. Media consumption has skyrocketed.
Between March and April 2020, there was a major surge in time spent with media. Given the need to stay home, consumers turned to social media platforms, streaming services, and traditional linear TV for both up-to-date news and quality entertainment. Not only is media consumption booming, but the way we interact with media has been forever changed. With more time in their days, consumers have begun utilizing new platforms and discovering the full functionality of their existing devices. 54% have learned how to use more features on their smart TV or a TV-related device or platform.
2. TV is the content, not the hardware.
TV was once defined as a fixture in your living room where advertisers targeted the A25-54 demographic in real time. But today, TV includes linear, OTT, multiscreen, mobile, streaming, and the precise targeting of audiences with first-and-third party data. As delivery of content over the internet becomes the new normal, the line between traditional linear TV and online TV programming will only continue to blur. In short, if ever there was a time to get your business on TV, this is it. TV programming is visual and emotional, and it resonates with us at our core. When ads are inserted into programming, people remember them.
3. Consumers are in control, but advertising is more targeted than ever.
Viewers watch content at all hours of the day and night, across screens, locations, and interests. While this at-will TV programming may appeal to consumers, the resulting audience fragmentation is challenging for advertisers and marketers. It’s important that you have access to the data behind consumers’ choices. This starts with identifying your target audience through demographics, psychographics, and purchasing habits, and then reaching those consumers whenever and wherever they’re watching TV, across all screens.
4. Linear TV + OTT extends reach with precise targeting.
TV advertising now includes a variety of ways you can buy and leverage TV to fit your unique needs. TV allows for extensive reach and brand-building with sports and news, as well as precise audience targeting via OTT streaming services. Instead of buying media based on average viewership for a program, OTT allows you to target specific audiences with dynamic ad insertion to reach your best customers. Campaigns that utilize both linear TV and OTT enjoy two times the brand favorability versus an OTT-only plan. Additionally, TV combined with digital channels increases awareness and memorability. When a viewer sees a TV ad paired with digital placements including search, display ads, and short-form videos, there is almost a 20% lift in engagement and double the memorability.
Spectrum Reach offers advertising solutions for businesses of all sizes. Our suite of products includes premium linear television and over-the-top video, along with digital offerings that can target your ideal audience with precision. Our seasoned media professionals can consult on a variety of offerings, aligning your clients’ brands with content that can reach any audience on any platform. Visit: Spectrumreach.com/advertising-solutions reach out to a local Spectrum reach Account Executive today!