TV+social advertising: putting an end to the media buying silos
With the advent of programmatic and real-time bidding, advertisers are increasingly looking to reach their target audience in a fraction of a second. This explains the tremendous increase in budgets allocated to programmatic for online advertising, which now represents over 50% of all advertising transactions in the UK and is on the rise throughout Europe according to recent eMarketer research. Contrarily to a popular belief, this increase in programmatic budgets online doesn’t mean an end to the golden era of TV. Instead, new technology enhancing both channels can help brands and agencies increase the return on investment for each ad impression.
Andy Nobbs, SVP Global TV Analytics Sales & EMEA Activation, 4C
Media buying has long been siloed, with TV, online and print acting as separate channels. In the online world, search, display and social have even been turned into compartments of their own. However, treating each channel separately doesn’t work in a multiscreen world, and it’s crucial for brands and agencies to be able to devise cross-screen campaigns that can be delivered via a single platform, regardless of the device.
New consumers are naturally turning from one screen to another, easily multitasking during programming and the ad break. Recent research from Nielsen shows that viewers spend 50% of their time surfing the web while watching TV, online shopping being their second favourite activity. In this new media world order, advertisers will struggle to capture their audiences by spending their whole budget in a single channel. This multiscreen trend opens new doors for cross-channel campaigns combining the reach of TV with the personalisation and real-time potential of online and social, enabling advertisers to follow consumers from screen to screen.
By deploying a creative TV campaign and complementing it with tailored search and social advertisements, brands can increase the number of impressions and level of engagement for each advert. Real deployments we have been involved in have demonstrated sky high lifts in click-through rates (CTR), reaching lifts of 250% when synchronizing a TV campaign with Twitter. However, TV-synced advertising isn’t only effective when the same brand is advertised across TV and social. We have seen increased CTR even when Twitter advertisements run during a competitive TV commercial, which offers another opportunity for advertisers to hijack their competitors’ communications efforts.
To enable advertisers and agencies to develop exciting and beautiful commercials that consumers can relate to, they need to be able to rely on technological platforms that facilitate the activation of the cross-screen campaign while delivering analytics across a number of channels, ending the siloed era of advertising. Such platforms have started appearing at the end of 2013, and the most advanced ones now monitor a large number of TV channels around the world, as well as the most common social media platforms. This enables brands working with TV-synced advertising specialists to better understand where to find their target audiences, reach them with the right message in the right format, whether sponsored posts or automated video adverts appearing on the consumer’s feed.
Aggregating a host of valuable data about the right consumer with real-time information about the programmes and commercials airing on TV, TV-synced advertising platforms supporting social media enable brands and agencies to focus on delivering creative experiences, safe in the knowledge that the platform will ensure that these reach the right audience in the right format, on the right screen and at the right time, delivering real impact and a greater bang for each advertising buck.
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Andy Nobbs, SVP Global TV Analytics Sales & EMEA Activation, 4C
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