Marketers seeking to reach as many Adults 18-34 as possible through an advertising campaign may wish to focus their media buying efforts on both over-the-air and streaming television.
That’s the finding from a newly released analysis from MRI-Simmons and the Go Addressable trade association.
The mission of Go Addressable is to help maximize the scale, impact and value of television as a marketing platform and is led by AMC Networks, Charter Communications’ Spectrum Reach, Comcast Advertising, DirecTV Advertising, DISH Media, Optimum Media and Paramount.
And, Go Addressable makes it very clear that digital visual media vehicles matter more than ever when a CMO and Brand Manager need to finalize their media plans.
That said, the combination of both linear and streaming television sends the message that both are equally important — and that OTT should not come at the expense of OTA television.
“The ability to serve targeted ads to specific households or users based on deterministic identifiers, amid signal loss and evolving viewership habits,” is the key selling point for Go Addressable when it comes to growing digital ad dollars.
They note, “Advertisers today can at times face difficulties reaching audiences as viewership fragments across.”
Zenith Chief Investment Officer Molly Finnerty comments, “While we know TV consumption is changing, this research shows how adults 18-34 are still viewing linear TV as well as streaming. Advertisers need to be able to easily find viewers across all forms of TV, in
one buy where it can be managed holistically. There have been many significant advancements in addressable TV and today, it is a scalable tool that utilizes reliable data to power precise targeting and audience-based buying strategies. We continue to educate our advertiser clients that addressable TV is a valuable solution that is available to help them
effectively reach audiences in premium environments.”
THE IDENTITY FACTOR
In addition to challenges caused by fragmentation, advertisers are also searching for solutions to address identity. New research on identity, in partnership with Advertiser Perceptions, found that 65% of advertisers agreed they would be more likely to consider addressable TV as a key component of their media mix to overcome ongoing cookie deprecation. With identity becoming more important for advertising due to the loss in data quality, it was also found that half of advertisers have used a data service to provide identified first-party audiences in the past year.
“Google’s recent announcement to no longer deprecate the cookie has caused quite a stir across the industry, however the loss of cookies and identifiers was a major topic in conversations at this year’s Cannes Lions and is still a critical concern for advertisers,” said Larry Allen, Board Chair for Go Addressable and VP/GM for Data and Addressable Enablement at Comcast Advertising. “Addressable TV is a powerful medium that offers
data and tech to enable advertisers to serve relevant TV ads to authenticated audiences across U.S. households, which offers more cost-effective reach and frequency, while respecting consumers’ privacy options. With addressable, advertisers can more confidently know they are reaching valuable audiences in brand safe, premium environments across linear and streaming.”
