Volume 2 No. 3: Streaming vs digital video

A question for you... What is the definition of TV?

If you thought about your answer for more than a few seconds, that’s simply evidence of TV’s growing complexity. Defining TV today is far murkier than it was 20 (or even two) years ago.

It’s time to find some clarity, at least about what TV is not.

 

   Marketing Myths   

Streaming is the same as not digital video.

Each week, we break down a common misconception around TV advertising.

As the lines between digital and traditional channels blur, there’s growing confusion on how to classify Streaming TV.

Sure, “TV” is in the name, but how streaming is bought, sold, and measured is more digital than TV has ever been before. Which is why some brands have asked their digital video team to guide streaming strategy.

Here’s the problem. Streaming ≠ digital video.

Viewers have different expectations watching streaming and digital video. With streaming, you settle down to enjoy an episode (or three) of your favorite show, or even a movie. With digital video, you may simply scroll through a social media feed for a few minutes.

Even though streaming TV is watchable across any Internet-connected device including laptops or phones, most streaming still takes place on a television screen. Netflix has said in the past that 70% of streams take place on CTVs as opposed to mobile devices. In 2021, more than half of YouTube viewers watched on a CTV.

What's the takeaway? Although streaming has digital qualities, it’s still viewed as TV by the consumer. Brands interested in streaming should develop a strategy separate from digital video and more aligned with their traditional TV plans.

 

  Advertising Answers  

Question: How does TV advertising build trust?

We take the web’s most searched questions about TV advertising to a range of marketing experts who can’t help but love TV.

Answer: “One of the most amazing things about trust is it's highly correlated with brand preference and equity for all types of brands. And trusted brands see higher growth over time. The question, though, is why do consumers trust TV? And there's four reasons for that. First, to go on TV, you've got to have enough money, so that gives you some legitimacy. Reason number two is the channel itself is legislated. Reason three is all about the time and commitment it takes to produce. And then the fourth thing TV has in its favor is its social legitimacy. As much as people claim they want to be different, people want to know they're spending on something with a legitimate right to be there and will still be there tomorrow.”

— Catrina McAuliffe, SVP Brand Strategy

Catrina’s known for advocating data-driven decisions that focus on the customer. But outside of advertising, she’s known for her love of traveling and sailing.

 

  Channel Changers  

Follow: Beet.TV

Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.

This media company digs deep into what’s happening in advertising by interviewing those at the forefront of industry changes—marketers, ad tech professionals, and agency leaders. These interviews are shared in brief, neatly edited videos that make the content easy to consume. Follow them on LinkedIn @Beet.TV.

Our favorite insight? It’s marketers, not agencies, that decide where media heads next. How brands choose to invest their budgets deeply impacts the entire industry. Yes, that’s right. The future of TV is in your hands.

 

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