Why Multi-Screen TV Brands?
The media landscape is rapidly evolving but one thing remains constant:
premium TV content is still the most powerful marketing tool for advertisers.
In addition to providing a world class advertising environment, premium multi-screen TV commands the vast majority of viewer attention. This attention advantage manifests across all screens – TV, desktop, laptop, tablet and smartphone – totaling over 120 hours / month devoted to ad-supported television brands.
Most importantly to marketers, TV content has a superior ability to ‘sell more stuff’ and an unmatched capability for driving consumers to brand websites to generate more sales.
Combining the best of all worlds – scale, engagement and a world class ad environment – cinema advertising is a natural extension of any video marketers communications plan. Movies deliver a unique experience for marketers to showcase their product on a 50-foot screen to a captive audience.
Above all, cinema advertising produces results – studies have shown the return on advertising investment is 2x higher with cinema in the media mix.
It’s never been more important for marketers to understand and maximize the return on their advertising investment.
In this rapid bid to ascribe attribution to every media, some marketers assign the vast majority of credit to the last site visited or search term entered. Successful marketers appreciate that media work in concert and dive deeper to understand the specific role each plays.
We have developed several attribution examples that explore the effect of TV spend on key brand metrics. Whether it was increased website traffic or increased revenues, our findings were the same across numerous categories, brands and time periods – TV spend correlates to business results.
In today’s media world, buyers and sellers are hamstrung by different measurement standards which employ a distinct set of metrics by platform. Because of this, there is a need to reconcile the various digital metrics with TV measurement in order to speak one common language and “level the playing field” across media.
We have developed several analyses utilizing common metrics that are truly comparable across screens which showcase the real scale, usage and commitment between devices as well as between multi-screen TV brands and major ad-tech platforms.
Our primary comparable metric utilized is Average Audience, a metric that incorporates unique reach, average time spent and total minutes viewed to capture the relative scale and commitment of platforms and properties.
Premium Video vs. Adtech
Among the dizzying array of media press coverage, sometimes a dose of reality is needed regarding what continues to drive media consumption among major demos including Millennials. The hard fact remains that Adtech sites like Google, Yahoo!, msn, AOL and Facebook do not come close to matching the quality and scale of premium, professional, multi-screen video content.
Marketers are faced with a variety of consumer groups that span generations, some of which have distinctly different personalities. Marketing to each generation can fail or succeed depending on how much an advertiser understands about the media consumption of each group.
Although each generation has vastly different influences and personalities, we found one common bond: premium video content. Although the type of content and screen may differ, the commitment and passion to premium video content remains the great equalizer across generations.
Welcome to the VAB’s Diversity Marketing Resources, a one-stop source for marketers seeking to understand and reach the Black and Hispanic consumer segments. The days of “mass” marketing are dying quickly, and savvy marketers are recognizing the need to understand the various components of our Multicultural Nation which is the new “general market.” This site provides essential demographics, psychographics, television viewing trends, media-consumption data and marketing insights as well as the latest and best programming options for marketers looking to reach them.
Premium video content dominates all other media when it comes to audience metrics, like universe size & time spent, consumer metrics, like purchasing power & ability to drive action, and the creation of consistent, compelling content.