Device doesn’t matter - integrated consumers call for an integrated approach
There’s a lot of discussion around traditional TV budgets slowly shifting to internet based streaming video, with marketing shifting online because of powerful targeting, audience penetration of social media and the role of time shifted viewing.
Another cited cause for the shift is a reported drop in television viewership; according to the Broadcasters’ Audience Research Board (BARB) there were small decreases in TV impacts in 2014. While you can debate some of the numbers, clearly something profound is going on.
Yes, digital media is growing, but the argument about which device dominates, or indeed shrinking viewership itself is misdirected. The fact is, overall viewership is growing strongly when measured across all devices. Sight, sound and motion is the victor.
This leads to the cross-screen or cross-device, or as we call it at Tremor Video, all-screen debate. Advertisers and publishers want to be able to reach consumers across devices, and tailor their message to that screen and environment, whether on PC, tablet or smartphone. But the inability to track consumers across devices is one aspect preventing brands from utilising mobile advertising for brand awareness.
We know that consumers don’t care what device they’re on – they just want relevant content. This multiscreen integration should have a dramatic impact on cross-device buying in 2015. TV and streaming video increasingly depend on each other to amplify television schedules, offset decay and, against some audiences, recreate the reach and impact that TV used to achieve alone not so long ago.
TV still has reach and always will, but it is losing frequency and our attention. Consumers are multitasking - using another device while watching TV, making a cup of tea, or fast-forwarding through the ads - and multi-switching, moving from device to device while watching TV. This means their attention is diverted from TV even while they are watching a programme.
The impact of this loss of frequency and attention is critical for the TV industry and where video can serve as complementary. This is why it’s key that we work towards one frequency metric – so advertisers and publishers can accurately measure how many times an ad is served to a single consumer.
Actually, it also presents some exciting opportunities for second-screen syncing, enabling brands to amplify their TV budgets. Time syncing your digital planning with a TV schedule is just one example.
The savviest marketers are focusing on reaching consumers across multiple devices constantly, and recognise that as consumer’s media consumption becomes more integrated so must our approach to planning. The only way to effectively do this is through technology, which can help advertisers target the right audience for their products.
Alex Macnamara is managing director, UK of Tremor Video - sponsor of The Drum's Digital Trading Awards.