Why Brands Should Take a Holistic Approach to Advertising Campaigns
To reach audiences no matter where they are, brands need to transcend the siloed thinking of traditional marketing strategies. When TV, OTT, and digital work together, studies show it significantly amplifies brand awareness and conversion, typically increasing ROI by 60%1. Data-driven linear TV, video on demand, live streaming, and OTT platforms reach the widest audience, and digital advertising bolsters those initial sells to prompt conversion. Here’s how each platform contributes to the overall success of a multi-faceted marketing campaign.
Elements of a Holistic Marketing Strategy
1. TV Advertising
TV is still king when it comes to brand awareness. TV is now widely considered to be content across any screen, however what’s thought of as traditional TV still reaches the most viewers. When it comes to audiences, 58% of consumers prefer advertising on TV over any other medium2, and even considering the influence of the digital sphere, 35% of adults ages 18 and older still spend most of their media time watching TV3.
For years, though, brands with smaller marketing budgets were limited by the cost-of-entry for TV advertising. Plus, when digital advertising came into play, the targeting abilities online attracted brands by offering precise targeting with limited budgets. Targeting on TV was, historically, limited to basic demographics, like age brackets most likley to watch a network or program. However, through new data-driven linear strategies, TV is now capable of targeting audiences through user data, expanding to thousands of segmentation variables. Brands are then able to use analytics and attribution to measure performance, which optimizes ad spending and builds smarter strategies for future campaigns.
For brands interested in a more digital approach to TV advertising, addressable advertising technology allows targeting to precise audiences—and only them. This strategy reduces waste because marketers’ ad spend isn’t used on viewers who aren’t interested in their product [but are still in their target demographic]. A car brand, for example, can target a family with two kids who are in the market for a minivan – and deliver relevant content to them. Precision brings content to the consumer with a more personal approach, alluding to higher conversion based on a higher frequency of contacting interested customers.
2. OTT & Streaming
Since the way content is viewed has also evolved, audiences are consuming video content in many forms including live streaming online or through over-the-top media services. Most of these services still have ads. Brands who tap into this OTT advertising opportunity capture the attention of an audience not easily accessed, which amplifies the influence already established by data-driven linear and addressable campaigns. Precise targeting once again comes into play, giving marketers the ability to be more strategic with their ad buys on this platform. Plus, attribution is in real-time, monitoring and paying for ad views as they roll in instead of having market research and estimated viewerships drive a campaign. When its used in conjunction with a data-driven linear strategy, OTT campaigns add to the overall success of a marketing campaign. Studies show that brand favorability lift doubles when combining linear TV with OTT4, displaying that while these two ad options are similar in function, they provide significant value to each other when used collaboratively.
3. Digital Advertising
To establish one-on-one connections with customers, brands need to reach them across devices at-home and beyond. Digital targeted advertising acts as a primary touchpoint for smaller brands and a bolster to video advertising across platforms for larger ones. As a result, it makes personal connections accessible to any marketers.
TV also leads consumers back to digital, creating a multi-platform campaign that feeds the success of each element. When it comes to online brand searches, for example, audiences are 80% more likely to look up a brand when they see an ad for it on TV5. The digital arm of a holistic marketing strategy is particularly crucial to attribution. Brands can see the conversion rate of households exposed to its commercial on multiple platforms, as well as metrics like website visitation, location data, or tune-in conversion after being exposed to an ad. Overall, the digital component rounds out a brand’s understanding of its audience and helps to understand how effective their ads are at raising awareness and converting customers.
Navigating the multiplatform advertising landscape sounds complicated, but NYI’s Audience One makes it easy. By bringing these platforms together under one umbrella, Audience One streamlines the process and creates an effective multifaceted approach for brands through one one simple media buy that reaches a brand’s ideal audience everywhere they’re watching TV.
Sources: 1. Analytic Partners, 2016; Analysis based on over 3,200 campaigns from 2010-2015. Digital includes video and display advertising on desktop and mobile devices. Study presents at the 2016 ARF Conference. 2. Clutch 2018, “What Consumers Want in Advertising”. 3. Nielsen TV Audience Report 2nd Quarter 2019. Data based on 2Q ’19 Adults 18+. TV = Live + Time-shifted viewing. 4. VAB 2018: “Living Together in Harmony”. 5. FastCasual, 2017.