dataxu
January18, 2019Advanced TV: Transform Your TV Buying
The future of TV buying
Contrary to many industry headlines, TV isn’t dying. It is simply changing. Global TV industry revenues continue to grow at around 3% year-over-year, with the majority of growth coming from advertising and subscription services.
Younger demographics are seamlessly transitioning to long-form content consumption on OTT devices, occasionally in combination with Pay TV options. Many others are getting rid of cable altogether.
By 2021, eMarketer estimates that Pay TV audiences in the US will shrink nearly 10% and that nonPay TV audiences will grow to nearly 81 million viewers.
While there has been an explosion of Connected TV inventory in particular across premium TV publisher groups such as A&E, AMC, Fox, and Scripps; skinny bundle operators; and other audience- and contentcentric OTT app publishers, there are still many advantages to assembling a buy that includes Traditional TV, Programmatic Linear TV, and Addressable TV in addition to Connected TV.
Supplementing existing buys with Advanced TV advertising enables marketing professionals like you to test and learn in order to discover what works best to achieve your client’s desired KPIs.
A diversified buy enables you to:
• Reach new audiences that look like current converters
• Reach a mass audience while balancing an efficient cost-per-sale
• Avoid wasting money on non-converters
• Access measurement data that goes beyond simple reach and delves into business outcomes and customer engagement metrics
No comments:
Post a Comment