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TELEVISION. BE KNOWN.
When digital brands are ready to accelerate growth, they enlist multi-screen television for its power to deliver results. Performance-driven companies know exactly what works for driving business and that’s why TV spending among these innovators continues to skyrocket.
Don’t take our word for it. Hear the founders of two diverse, data-driven ecommerce companies explain how TV helped their business become better known.
“Without using television, I don’t think
we would be where we are today”
Niraj Shah, Wayfair Co-Founder & CEO
“We saw significant movement in
a positive direction, after we
started advertising on TV”
Christine Hunsicker, Gwynnie Bee
Founder & CEO
Why Multi-Screen TV Brands?
On screens and beyond, TV is everywhere. It extends well past the living room and connected devices and into the physical world. It permeates popular culture by sparking trends, inspiring viewers, igniting curiosity and influencing opinions and perceptions.
In addition to providing a world class advertising environment, premium multi-screen TV programming also commands the vast majority of viewer attention across all screens by building emotional bonds and fostering personal connections with their audience.
Most importantly, no other platform offers unparalleled awareness, engages consumers in real-time conversation and builds brands while driving business for its advertising partners like Multi-Screen TV.
Niche is the New Black: How Specialized Cable Networks Deliver Passionate Audiences and Value to Advertisers
Why Cinema Advertising?
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.
Today’s marketers are faced with a variety of consumer groups to target, many of which reflect vastly different psychographic attributes and behavioral attitudes. Marketing to these separate audiences can succeed or fail depending on how much an advertiser understands about the media consumption of each group as well.
Although each audience segment has vastly different influences and personalities, we found one common bond: premium video content. Even though the type of content and screen may differ, the commitment and passion to premium video content remains the great equalizer across audiences.