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Over 600 people attended this year's The Future of TV Advertising Canada in downtown, Toronto to learn about the latest trends and innovations in television advertising in Canada. Profectio was on hand to capture the day with support from our friends at Datonics.
Rose Hutchison, Senior Director of Advanced Ads & Revenue Insights at Rogers Sports & Media presented 'Expanding the streaming TV portfolio to power total video buying' which emphasized the importance of combining linear TV and streaming to reach a wider audience and maximize campaign efficiency.
Key Themes:
- Limitations of Single Platform Advertising: Linear TV and streaming each present limitations when used in isolation. While linear boasts impressive reach, it struggles with incremental reach and targeting specific demographics. Conversely, streaming excels at targeting but fails to capture the broad reach of linear TV.
“You can no longer just buy linear TV to do that or just buy streaming to do that. You can't really do that in isolation. You have to do it together.”
- The Rise of the "Complex Modern Viewer": The media landscape has shifted. Almost half of consumers engage with content across multiple platforms and devices, making them difficult to reach effectively through a single channel. This group, termed the "complex modern viewer," requires a multi-platform approach.
- Total TV as a Solution: Total TV integrates linear TV and streaming to leverage the strengths of each platform. This approach prioritizes four key metrics:
- Maximizing Reach: By combining platforms, advertisers can access a broader audience, including those exclusive to streaming.
- Controlling Frequency: Total TV allows for better management of ad exposure, ensuring viewers are reached the optimal number of times.
- Driving Efficiency: Strategically allocating budget across platforms optimizes spending and maximizes returns.
- Improved Targeting: Utilizing data and advanced targeting strategies within streaming complements the broad reach of linear, ensuring ads reach the most relevant audiences.
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Key Findings & Recommendations:
- Allocate 20-25% to Streaming: Analysis of over 50 campaigns reveals that allocating 20-25% of the video budget to streaming within a total TV approach significantly increases overall campaign reach compared to linear-only strategies.
- Target Exclusive Streamers: Streaming effectively reaches the growing segment of "cord-cutters" and "cord-nevers," who are inaccessible through traditional linear television.
- ** Leverage Data and New Platforms:** To maximize reach within the streaming landscape, leverage data-driven targeting strategies and capitalize on new ad-supported streaming platforms like Disney+.
- Plan Cohesively: Adopt a holistic "Total TV" approach from the outset, planning, buying, optimizing, and measuring across both linear and streaming platforms for optimal results.
Conclusion:
The presentation advocates for a paradigm shift in video advertising. By embracing a "Total TV" approach, advertisers can navigate the fragmented media landscape, reach wider audiences more effectively, and maximize their return on investment.
