Television remains one of the most effective ways to reach a large and varied audience. With their ability to deliver compelling storytelling, TV ads create engaging and memorable content that effectively communicates your brand’s message and values. TV is the screen on which most viewing time is spent, especially for entertainment. However, there is no denying that today’s viewers consume content not only from traditional sources like cable but also from streaming services and YouTube. A multiplatform approach means that television advertising is not confined to a single medium, giving businesses even more opportunities to connect to viewers wherever they consume content.
Our Cable Core
Of course, we can’t talk about television advertising without highlighting our robust cable connection cable through Optimum. Cable’s unique combination of broad reach and precise targeting makes it an essential medium for businesses, even in this age of cord-cutting. Major networks like ESPN, TNT, NBC Sports Network, and Discovery consistently deliver high ratings with live sports and high-profile events like the Olympics and Shark Week. Meanwhile, among hundreds of others, niche networks such as Syfy, BET, Fox News, Magnolia Network, and Comedy Central engage dedicated enthusiasts across diverse passions and interests.
We Know News
With direct access to our owned news network, News 12, businesses in the tri-state area have opportunities to align their business with one of the most trusted sources for regional news, weather, and events. Advertising on News 12 is a great way to build brand recognition through award-worthy and winning news coverage: News 12 garnered a market-leading 95 New York Emmy Award nominations this year, spanning original programming and hyperlocal news.
Shifting to Streaming
According to Nielsen, streaming accounts for over 40% of monthly TV viewing across all platforms. This substantial share, combined with the fact that 35% of marketers are planning to increase streaming spending in 2024, highlights the importance of streaming in today’s media landscape and the need for businesses to have effective streaming advertising strategies.
Streaming’s advanced targeting capabilities allow businesses to reach specific demographics with precision and relevance. Another significant advantage of advertising on streaming platforms is the detailed analytics which provide insights into viewer engagement, ad completion rates, and conversions. This data-driven approach allows continuous optimization, ensuring your campaigns deliver the best results.
The Most Watched CTV App — YouTube
YouTube boasts a massive and diverse user base, with billions of active users watching a wide range of content globally. In the US, over 80% of the population uses YouTube, with nearly all users accessing it weekly and 62% viewing it daily. The rise of smart TVs and free ad-supported streaming (FAST) has transformed it from a video-sharing site into a go-to platform for on-demand video consumption on the big screen. Nearly 10% of time spent streaming on the big screen is on YouTube — more than any other connected TV app.
Our offering of non-skippable ads on YouTube’s main platform (website, mobile app, CTV app) blocks out the Google third-party network for a focused, premium viewing environment. The vast array of content, which spans everything from music videos and vlogs to educational tutorials and live streams, attracts viewers of all ages and interests, contributing to its widespread appeal. With targeting options based on demographics, interests, search history, and even specific video content, YouTube ads tend to be more relevant to viewers or those most likely to be interested in your products or services. These robust targeting options, combined with our Optimum first-party data, help maximize the impact and effectiveness of your campaigns versus building a campaign on your own.
Connecting the Dots to Optimum Media
Regardless of your industry, let us help connect you to your customers through the power of television advertising. In today’s digital media world, each platform has unique benefits. However, the true power lies in a multiplatform approach, creating a cohesive and impactful television advertising strategy to reach your audience wherever they consume content.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.