It’s the content that matters, not the screen. When marketers include premium TV in their campaigns, they create a halo effect around their programming, and when they join linear and multi-screen premium video they can boost effectiveness by 69 percent.
That’s the message the Video Advertising Bureau (VAB) has been selling at conferences this past year, and recently it and Warc put out a white paper to help marketers get the most from their multi-screen premium campaigns.
With so many video options now available to marketers, how can they decide which platforms to consider? The VAB says these are the six key elements to evaluate:
1. Reach and Scale
The first thing to consider is whether or not the platform can reach a wide audience. The TV audience (broadcast and streaming) is ten times larger than YouTube’s at any moment, the paper notes. TV should be a campaign’s primary driver. It recommends using an average audience metric—which combines unique audience and time— to evaluate different platforms.
2. Ability to Drive Sales
Brand awareness is important, but not as important as driving sales. Multi-platform TV campaigns drive both immediate demand and long-term interest, the white paper says.
3. Emotional Connection
Nothing creates an emotional connection with viewers like professionally-produced programming, the VAB says. Even on streaming platforms, the content viewers say they enjoy the most is acquired TV network series. Viewers also say TV ads are the most emotional and memorable.
4. Social and Cultural Relevance
Premium TV drives conversations, notes the VAB, and that lets advertisers tie themselves to the programs getting buzz. A VAB study found that ad-supported TV drove nearly 70 percent of the top trending Twitter topics during primetime this summer.
5. Data and Analytics
Sophisticated multi-touch attribution shows that multi-platform TV plays more of a role in driving sales than previously understood. Additionally, addressable TV is now available in over half of U.S. TV households and VOD ad impressions have quadrupled in the last three years.
Premium video is brand safe, the VAB notes, and ads cover 100 percent of the TV screen. Compare that to only 10 percent screen coverage for Facebook ads.
For more advice on creating a multi-screen premium video campaign, download “The Role of Premium Multi-Screen Video in an Ad Campaign” for free (no registration required).