Chances are you’ve watched at least one streaming show in the past week, whether you got caught up with the latest episode of “The Voice” on Hulu or “Last Week Tonight” on YouTube. As a consumer and an advertiser, this should tell you it’s simply not enough these days to reach consumers through traditional linear TV only since the living room is now any device. Our advanced TV slides provide data and rationales for why you should include advanced TV in your campaigns.
However, as vital as advanced TV is in today’s advertising landscape, it isn’t right for every advertiser. First, make sure you are familiar with all the advanced TV definitions you need to know. Then, ask yourself these five quick questions to help you determine if advanced TV is right for you:
How much budget do I have?
Connected TV works well for smaller budgets since it adds over-the-top (OTT) devices and smart TVs to a DSP buy. You could run a connected TV campaign with a monthly budget as little as $5,000, although we typically recommend a higher spend so your dollars aren’t spread too thin. If you have more to spend, you can consider video on demand or linear addressable, which often commands minimums of $15,000 per month.
Where is my campaign running?
Geography is another factor to take into consideration with advanced TV. Advanced TV is still a growing market, and scale is a challenge for smaller geos. Connected TV can work for smaller geos, but be prepared to shift your budget to other tactics if scale is an issue. Sticking to pre-roll video might be a better fit for granularly targeted campaigns. If you are advertising nationally, or in one of the larger DMAs, there should be plenty of inventory available via video on demand (VOD) and linear addressable.
Is my creative digital-friendly?
While some advertisers find success with repurposing a :15 or :30 TV spot online, your campaign will probably be more successful with a creative designed for the online experience. Platforms like YouTube allow audiences to skip ads, so if you don’t hook a user within the first 5 seconds, you risk your ad getting skipped. Additionally, many users are streaming advanced TV on tablets and phones. If your creative isn’t designed with a small screen in mind, your video could look too busy on these devices.
What are my campaign goals?
Attribution for advanced TV is still nascent, and tracking clicks and activities isn’t available on ads that play on a TV, whether it is through an OTT device or addressable. For these reasons, direct-response goals only work well for advanced TV campaigns that focus on television content on phones, computers or tablets. If you are looking to run a VOD or addressable campaign, awareness and viewability goals are your best bet. Viewability is high on these types of campaigns since the audience is highly engaged and sometimes can’t skip the commercials.
How does advanced TV fit in with my linear TV buy?
One of the beauties of advanced TV is that you can mirror a traditional TV schedule, and reach users across all their devices on the same programs. Cord-cutters and cord-nevers are on the rise, and while traditional TV won’t entirely disappear, its audience is starting to shrink. Supplementing an existing TV buy with a portion of budget carved out for advanced TV tactics will ensure your ads aren’t missing anyone.
There’s a lot to consider with advanced TV’s new technologies. If you’d like to learn more, download Goodway’s Advanced TV: Why Bother Guide to decide if it’s right for you.
Jackie joined Goodway Group eight years ago and has watched the company grow tenfold from 35 people to over 350. As a media buyer and media supervisor, she managed countless campaigns and educated her peers on programmatic. Jackie now brings her media expertise to her marketing manager role, developing educational content and resources for clients. It’s the perfect fit for a media geek who likes writing.