Multi-screen consumer viewing habits are the present and definitely the future; brands who miss this opportunity are losing out on their advertising dollars! The latest OzTam Report (Q1 2016 Australian Multi-Screen Report) has highlighted the growing trend, with an average of 6.4 screens/devices per Australian home, and 76% of Australians consuming TV and the internet simultaneously. The verdict is in: consumers have shifted to a multi-screen life, interacting with numerous devices concurrently. This shift in media consumption presents a challenge and an opportunity for marketers. While fragmented media use makes the user attention span shorter, it also presents an opportunity for brands to increase recall by influencing consumers synchronously across multiple media outlets.
TV advertising still holds its mojo:
‘TV advertising has lost its effectiveness’ is an ongoing chatter echoing within the ad industry, due to an expanding low cost-high reach digital medium. However, the numbers show otherwise – with close to 40% of global ad budgets dedicated to TV, it still remains the most sought after medium, especially for maximizing reach and brand building.
TV has Trust:
Television advertising still enjoys trust from consumers; in a recent study by Nielsen, almost 63% of global respondents said they completely or somewhat trust TV ads – up one percentage point from a similar study conducted in 2013 and way ahead of all digital channels.
Source: Nielsen Global Trust in Advertising Survey Q1 2015
TV influences digital behaviour; TV also influences online behaviour, especially live TV, as witnessed during the Super Bowl earlier this year. Flurry from Yahoo examined app usage activity during The Big Game, analysing how what was happening throughout the game, affected viewers’ engagement with their phones.
Spikes and slumps of app usage across all four quarters were more often than not attributed to fouls, fumbles and touchdowns, versus active game play. The number of app sessions spiked during specific moments within live broadcast as more people started to talk about and review the game online especially during half time and moments after the game.
Source: Flurry Analytics
Enter the world of TV Sync, that allows brands to place real-time contextual digital ads based on the events on TV just after the moments that matter. Yes, you read it right – digital ads synced to television events!
The Relevance of ‘WHEN’: TV Sync digital campaigns for brands
TV Sync is the perfect chance for brands to ensure their advertising is present where and when it matters to consumers. Advanced video analysis technology enables the creation of metadata from a live broadcast feed (on television); this in turn activates select digital advertising campaigns via programmatic buying desks – all in real-time! Such a synced campaign allows brands to target the right audiences across multiple screens at the right time, by capitalising recall of a TV inspired viewer.
Advantages of TV SYNC with digital screens:
- Re-engage the TV audience with contextual/ supplementary ads on a different device within seconds of an important TV event.
- Link your band to moments that matter to consumers creating serendipity
- Initiate immediate call to action, exploiting a High top of mind recall derived from an active TV event.
- Increase effectiveness and reduce waste of digital campaigns by activating delivery at the right moment.
TV Sync is possible through a variety of pre-defined triggers:
- TVC SYNC: Boost viewer engagement by placing your digital ad in-sync with your TV commercial on air.
- KEYWORD SYNC: Improve brand engagement by triggering digital ad buys when pre-defined Keywords appear on TV.
- TV PROGRAM & SERIES SYNC: Increase reach and efficiency by concurrently serving ads with high-impact TV programs & series that align to your brand message or target audience.
- COMPETITOR SYNC: Benefit from your competitors’ TV buys by coinciding your digital ad with a competitors’ TV commercial in your category.
- WEATHER SYNC: Deliver digital ads based on current or forecasted weather conditions providing serendipity to consumers with real life events.
- SPORTS SYNC: Spark engaging brand conversations by syncing online campaigns with televised sporting events.
HALO Effect: ROI through TV Sync campaigns
Measuring campaign performance for diverse media channels in isolation most often leads to the common mistake of overlooking how each medium influenced the other. A recently conducted research by Accenture on Cross-Channel advertising attribution reveals the importance of considering the ‘Halo Effect’ across multiple advertising channels. Such a holistic analysis helps balance future media plans and budgets accordingly.
Source: Accenture Report on Cross-channel advertising attribution ‘New insights into Multiplatform TV’
Key findings from the Accenture report:
- Multi-Platform TV has a significant Halo Effect on search, display and short form video advertising. On an average 18% of ROI attributed to these three channels actually should be credited to multiplatform TV.
- Multi-Platform TV advertising has a measurable, long-term impact on driving incremental sales. The combined Impact of years 2 and 3 is equivalent to 1.3X the impact measured in year 1.
- Advertising within long-form digital video (a subset of Multiplatform TV) outperforms most types of digital advertising, including short-form video. Long-form digital video ROI outperforms short-form video by a factor of more than 1.5x.