One of the most effective ways that advertisers are reaching their audiences is television, and the truth is, it has been that way for a long time. Messages resonate with an audience if they have the visual connection. They associate their favorite shows with a commercial they saw, and then begin to build a sort of trust with this product. And from a timing perspective, you can tell a better story.
The choice used to be quite simple. If your target audience was women aged 18 to 34, you inserted which networks and programming you believed they were watching and your ads would play during those slots. But as we move farther into the age of convenience, shifts must be made in order to keep up with the way target audiences are consuming their media. It is a time when a higher number of viewers than ever have "cut the cord" and moved to a streaming product like Hulu, or an Over-The-Top connected device like Apple TV, as their primary source of entertainment. By now, many networks have a "Go" version, which doesn't require a cable subscription. Times, they are a-changing. Everything can be accessed on the move, on any device. And most importantly, the experience is customized.
"The TV usage share for TV-connected devices -- which includes Roku, Apple TV and Google Chromecast set-top boxes -- is now at 12.7% of all TV use on a total day basis among 18-49 viewers, according to Pivotal Research Group. It was 8.5% in June 2016 and 4.9% in June 2015."
Until recently, companies like Nielsen collected set-top box data of a few thousand people, and used this information to determine audience trends. However, the same way the Internet collects data, so are the streaming platforms and devices. Out of all this new data, the promise of programmatic TV buying was born. As a media buyer, the idea here is that you can now go out and target an audience across linear TV, streaming sites, and OTT, without missing a beat. You can target the viewer themselves, not where you assume they will be. Programmatic buying is already a strategy proven to increase the success of a digital campaign, but now it is possible to take that strategy and apply it across a changing landscape. Using the data at your fingertips, you will not only understand where to reach a particular demographic, but you'll know their behavioral tendencies as well. Simply put, there are viewers, they watch shows on a number of devices, and based on the data collected from their usage, you can tell if they are likely to purchase a car, and therefore, you can serve them an ad to purchase that car.
As we watch this technology evolve in a variety of business models and approaches, with new programs being created by companies like Sinclair, Disney's ABC TV Group and YouTube, media planners are paying close attention to the expansion of TV campaign capabilities. Much like a digital campaign is measured on it's specific KPI success, television buying is moving into a more measurable place.
As Google EMEA President Matt Brittin said on stage at AdWeek Europe, 2016: “This is an ‘and’ game, not an ‘or’ game but audiences are watching more video than ever before and any screen will do.”