The Intersection of Viewing, Buying and Selling with the Comcast Advertising Report

According to Flood the merged data focuses on three industry tentpoles amp8211 viewers buyers and sellers quotWe evaluate our data and see what has repeatedly shown up that we think is interestingquot he explained One big takeaway is that quotTV is the foundation of ad campaigns and still drives the majority of reach Streaming is an audience extension that we expect to grow over time We39re here to help leverage the advantages of both for our advertisers and for the marketplacequot However to the viewer TV and streaming are both viewed on the same screen and are therefore considered somewhat the sameOne big takeaway was the viewers39 continued preference for the big screen quotWe think that has a benefit because that allows advertisers to maximize their connections to audiences Eightytwo percent of streaming impressions are happening on the big screen Last year it was 77quot noted FloodIn last year39s study quotShare of reach for traditional TV was 82 Nine percent came from streamingonly and 9 were reached by bothquot he noted quotThis year those same numbers instead of 82 9 and 9 are 78 10 and 12 So you39d say wow it39s still relatively strong for television but the streaming is up a third from what it was last year We39re seeing movement but it39s not drasticquotFurthermore the study found that traditional TV continues to drive reach with a caveat quotWe still drive the majority of our reach with traditional television but maximizing incremental reach is a challenge in today39s marketplace How are you driving it How much traditional TV should I have How much streaming Should I buy addressable Should addressable be the focus of my campaign or should it be a tactic on top of that Then because we work in a premium video environment we look at types of customers and the type of content We want to maximize that connectionquot he statedOne of the big misconceptions among advertisers is that traditional TV is diminishing in impact This is a mistake according to Flood because quotThey may be giving up on where they can maximize their reach What we39ve seen is when people invest more in streaming they get more to begin with but after a point as they invest even more in streaming they start talking to the same people over and over again There39s a diminishing return at some point as you sacrifice linear reach for streaming frequency in a lot of casesquotFinally the growth of FAST Free Ad Supported TV services has accelerated quotLast year in this report FAST was really an introduction This year nearly half of all OTT impressions were served through FAST That39s a really important stat because it has a significant volume to itquot he stated and added quotFAST services have been a way for viewers to engage with content in different waysquotWhen it comes to programmatic quotThe space is growing every year but we see hesitance for a couple of reasonsquot Flood said quotSellers may be wary about selling programmatically They think it could degrade their content and downgrade the potential to maximize revenue Buyers also may not be set up to transact programmatically We tend to talk about programmatic just being a way to buy in an automated wayquotLooking ahead Flood sees a convergence between traditional TV and streaming but it will happen slowly over time quotYou39ll continue to see convergence of the twoquot he posited quotTV will become more like digital or streaming in the way it39s bought with more targeting capabilities through tactics like addressable Hopefully you39ll have a unified approach to measurement across both television and streaming especially as there is more connecting of firstparty dataquot He added that quotIndustry collaboration will continue because in a world where you want TV to be more like digital it requires a lot of groups to collaborate with one another But it won39t happen on its own The industry has to be behind it and help guide it through the processquotUltimately for advertisers who want to maximize their impact quotThere is no magic bullet or a onesizefitsall approach You can39t just do streaming or just traditional TV It39s a combination of all of thosequot he noted quotIt39s important to be talking to your customers who buy from you today as well as those who will buy from you tomorrow For your current customers have a message that39s more addressable For those in the future concentrate on broader reachquot But since advertisers need to reach both current and future customers quotYou essentially need both strategies together and once you implement those two strategies you have those datadriven techniques and you can split it up between TV and streamingquot he concludedClick 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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The Intersection of Viewing, Buying and Selling with the Comcast Advertising Report

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Charlene Weisler

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