TV in the streaming era has the potential to become a powerful, full-funnel marketing vehicle. It combines high impact messaging opportunities with advanced measurement capabilities. So, what’s holding TV back from reaching its full potential for performance marketers?
Here are three main challenges that still exist among performance marketers when it comes to multiscreen TV, and how a full-funnel performance tool can help solve it for them.
Viewership Fragmentation Persists
Today, 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 performance-focused ads.1 The real challenge here is that it leads marketers to believe they won’t 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 inventory.
Managing Performance Across Platforms
As 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 it’s too challenging to manage buys across multiple TV platforms.1
With 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, real-time 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 audience.
Working 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 full-funnel performance goals, from awareness to conversions and sales.
Obtaining Transparent Reporting and Attribution
While fragmentation is an issue for most advertisers looking to reach audiences wherever they are watching TV, performance marketers cite additional challenges unique to buying performance-focused TV advertising. For instance, 39% of performance advertisers cited a lack of transparency in post-campaign reporting as another challenge they face in truly understanding how their campaigns performed.1
Without 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 critical.
How a Full-Funnel Performance Vehicle Can Help Marketers Drive Results
Fragmentation, managing cross-platform buys, and transparency may still be a challenge for performance-marketers 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 performance-focused advertising efforts and are looking to partners that allow them to successfully do this. Finding the right partner that offers access to the data-backed 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 cross-platform buys and truly take advantage of TV as a performance medium.
Sources
1. Advertiser Perceptions Study Commissioned by AudienceXpress, July 2024.
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.