As the TV landscape and consumer viewing habits continue to fragment, and premium content floods the connected TV (CTV) marketplace, it’s getting harder for linear TV investment teams to meet the same goals that were once easily achieved through traditional TV buys. That’s why smart marketers everywhere now seek to unify their TV, digital, and social media buys so they can holistically optimize TV’s reach, filling in for its many gaps such as reaching today’s most coveted young audiences.
Linear TV remains the bedrock of most national advertising campaigns and still commands almost half of U.S. ad budgets, hitting $76.1 billion in 2019. But as Millennial cord-cutters and cord-nevers become an economic powerhouse, most linear TV campaigns reach only 70% of their intended audience.
After hitting that mark, trying to get your ad in front of underexposed or non-exposed TV viewers becomes exponentially more expensive, since light TV viewers and cord-shavers are difficult to find through additional linear investments.
The added challenge is accidentally overexposing viewers to your ad (for example, those who have already seen it the ideal number of times against your frequency goals) while you try to extend reach to those who have not. And while there are linear TV retargeting solutions in the market to help advertisers complement or amplify their TV campaigns with CTV and digital video, not all of them deliver the same value.
CTV is the perfect partner to linear TV investments, but where do you start?
Even for investment teams that are well-versed in converged targeting tactics, it can be challenging to assess a solution provider’s optimization capabilities and the quality of their data. Cross-screen TV viewership and media consumption data, measurement methodologies, and attribution models all make a difference.
Can they help determine which segments of your desired target audience were exposed to a competitor’s ad? Can they provide the data to retarget that group and defend market share? Can they create a strategic cross-channel targeting plan to manage frequency and avoid overlap?
The nuances of TV retargeting solutions across the current ad ecosystem can be confusing. You need the strongest arsenal possible to reach and conquest viewers of all ages across every possible screen they might be using.
Here’s an RFP checklist to consider when seeking a TV targeting partner to close the audience gap and drive the ad engagement you need to hit your campaign reach, frequency, and business goals:
- What are their data sources:
- User level?
- Household level?
- National, regional, or global?
- Is their modelling methodology:
- Do the campaign reporting and cross-screen measurement insights provided include:
- Cross-screen reach?
- Device overlap?
- CTV, digital, and social?
- Through cross-screen attribution, can their campaigns be tied to business outcomes such as:
- In-store visits?
- Online actions?
Enter Amobee’s TV Amplifier solution.
Anyone in control of TV or cross-channel advertising budgets needs a sophisticated understanding of how TV audiences behave.
But they also need the most accurate and reliable TV, CTV, and digital viewership data to identify which shows and commercials consumers are watching on linear, connected, and digital channels (including social) to better optimize against those audiences.
How these questions are answered should influence your decisions about what ad platform to use and help set your expectations about the impact of converged campaigns.
With consumer behavior fragmenting more than ever, and 59% of Americans consuming media via connected TVs, selecting the right partner to create synergistic linear and digital strategies is more important than ever.
Amobee understands which networks, dayparts, and shows consumers are watching across all screens and can build complementary digital targeting solutions through our TV Amplifier solution. To learn more, check out our solution.
For more insight on transforming and preparing your media organization for the future, download “A Practical Guide to TV-Digital Convergence,” produced by AdWeek in collaboration with Amobee.
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