Involved Media’s Connected Audience Media Planning Advice: Follow the Tapestry Road

If you can swerve through some brand safety issues some dollars set aside for TikTok and Twitch can produce a worthwhile result for advertisers out to attract the under45 generations Erickson addsErickson and her associates at Involved Media whose independently owned media agency operation handles clients around the globe base these recommendations and others off the results of their ongoing Connected Audience Study About 2000 people from around the United States representing all ages and demographics participated in the second wave of this research asking consumers about their media habits across all video platformsamp8220Weamp8217re trying to better understand what people across the country are watchingamp8221 Erickson explains about the projectamp8217s purpose amp8220When youamp8217re looking at media from a buying perspective often there are specific questions that come up that we need to be able to answer Things like separating adsupported subscription videoondemand viewing from adfree subscription videoondemand viewing to understand the actual ad reach instead of the platform reachamp8221The latest wave of this study reveals that audiences are taking advantage of their expanded menu of media options both by watching more services and spending more time with the service theyamp8217re watching Bottom line the more video platforms you use to deliver messages the more likely youamp8217ll build effectiveness of those messages to a mass audience amp8220We used to be able to reach almost everyone through linearamp8221 added Erickson amp8220Instead of being dependent on one platform itamp8217s more important than ever to be taking a little from each different bucket to be able to get the full audience youamp8217re looking for That includes free adsupported channels virtual multichannel providers SVODs and of course linearamp8221amp8220Itamp8217s a tapestry now rather than a single fabric that you can get people withamp8221 she concludesWhile this research focuses on how to reach different audiences Erickson points to the importance of genres in brandsamp8217 media strategies amp8220Consumers are telling you about themselves and what theyamp8217re interested in learning more about with the content theyamp8217re engaging inamp8221 added Erickson amp8220Donamp8217t tune them outamp8221Nowhere is that truer than the high engagement environment of shortform video When looking at how people were engaging with shortform video the genres of content and how that was influencing shopping behaviors stood out amp8220Nearly 75 of shortform viewers say that it has directly influenced a purchase including half of shortform viewers over 60amp8221 said Erickson amp8220One example is in the cooking and baking category we see this is the most popular content across platforms and they are the product types people are most influenced to buyamp8221Where younger consumers stand out is the time theyamp8217re spending on these platforms and their willingness to make purchases directly through platforms like TikTok and Instagram Shop amp8220Half the participants under 25 watch TikTok on a daily basis thatamp8217s such extreme reach at high frequencyamp8221 Erickson observed amp8220Thatamp8217s pretty influential and they are engaging with this platform a lot If you reach them correctly theyamp8217re engaging backamp8221Erickson also believes that this high level of engagement will be reflected as shoppable interactive commerce next year amp8220Younger consumers are now comfortable giving their credit card information in lots of different placesamp8221 added Erickson amp8220Gen Z has been spending money on apps since they were kidsamp8221 And this confidence in crossplatform purchasing translates from smart phone to smart TVInvolved Media will be fielding its third wave of this research early next year with results expected to be released the first half of 2025 Topics under consideration for future surveys include consumer usage of interactive services including the appeal of video game hubsNo matter what connected TV pathways advertisers pursue always consider the mindset of people engaging with those campaigns along with when they watch amp8220Make sure the combination of daypart device and content reflect the brand youamp8217re advertising to the audience rather than just going there because the audience might be thereamp8221 Erickson advises amp8220Have the product or service fit into their day and media viewing habitsamp8221Click 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 MediaVillageorgMyersBizNet

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Involved Media’s Connected Audience Media Planning Advice: Follow the Tapestry Road

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