Why Hasn’t Multiscreen TV Become the Go-To Solution for Performance Marketers?

Here are three main challenges that still exist among performance marketers when it comes to multiscreen TV and how a fullfunnel performance tool can help solve it for themViewership Fragmentation PersistsToday viewers are fragmented across more screens and platforms than ever making it challenging for brands to manage their multiscreen TV performance campaigns In fact new research with Advertiser Perceptions shows that 50 of advertisers cite fragmentation as a top challenge in buying traditional and streaming TV for performancefocused ads1 The real challenge here is that it leads marketers to believe they wonamp8217t be able to find their audience across those screens and platforms But with access to reliable audience data marketers can seamlessly reach their target audiences and deliver impactful messages at scale across traditional and streaming inventoryManaging Performance Across PlatformsAs time spent with streaming content continues to increase among viewers advertisers are also increasingly shifting marketing dollars to the channel The challenge is that it is hard to manage campaigns that span traditional and streaming TV These buys are often done separately without a holistic view And performance marketers especially find this difficult 40 say itamp8217s too challenging to manage buys across multiple TV platforms1With so many touchpoints across traditional broadcast and cable content and now streaming services and connected TV devices in the mix advertisers need to be able to access it all through one vendor Specifically this needs to be a media partner with full realtime access to all TV inventory across platforms and screens That way buyers can ensure the most effective and efficient use of their ad spend to reach their entire TV audienceWorking with a media partner that can seamlessly target audiences across all TV platforms and consistently optimize campaigns can allow marketers to reach consumers everywhere and effectively deliver fullfunnel performance goals from awareness to conversions and salesObtaining Transparent Reporting and AttributionWhile fragmentation is an issue for most advertisers looking to reach audiences wherever they are watching TV performance marketers cite additional challenges unique to buying performancefocused TV advertising For instance 39 of performance advertisers cited a lack of transparency in postcampaign reporting as another challenge they face in truly understanding how their campaigns performed1Without receiving transparent reporting that is inclusive of actual reach frequency and performance results advertisers are in the dark about how their media investments are driving results for their brands as well as what they need to do to better design future campaigns For performance marketers having a partner that provides a transparent and granular look at what media drove what results is criticalHow a FullFunnel Performance Vehicle Can Help Marketers Drive ResultsFragmentation managing crossplatform buys and transparency may still be a challenge for performancemarketers looking for a holistic approach to TV media buying and planning Despite that they are now fully realizing the benefits of multiscreen TV as a medium to drive performancefocused advertising efforts and are looking to partners that allow them to successfully do this Finding the right partner that offers access to the databacked technology that enables them to streamline buys so they can reach their total TV audience can help solve some of these challenges When working alongside a media partner that can provide these tools and tech marketers are empowered to unify their crossplatform buys and truly take advantage of TV as a performance mediumSources1 Advertiser Perceptions Study Commissioned by AudienceXpress July 2024Posted at MediaVillage through the Thought Leadership selfpublishing platformClick 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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Why Hasn’t Multiscreen TV Become the Go-To Solution for Performance Marketers?

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Jeanne Rose “JR” McElroy

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Why Hasn’t Multiscreen TV Become the Go-To Solution for Performance Marketers?

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Jeanne Rose “JR” McElroy

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