Volume 5 No. 2: Everybody’s watching (in a good way)
You’re planning a new marketing campaign, and you want to connect with everyone. But you’re hesitant about TV advertising. Don’t only older generations watch TV now?
First, let's take a moment to celebrate prioritizing reach. Way to set your brand up for growth! Second, everyone still watches TV...
What has changed is how and where we watch.
Only older All audiences watch TV.
Each week, we break down a common misconception around TV advertising.
Audiences of all ages watch more TV than ever—the average adult spends almost 5 hours a day with TV. That said, the devices we use and the content we’re interested in viewing have changed.
For decades, TV viewing only took place on the largest screen in the home. Families gathered to watch their favorite shows at predictable, consistent times.
But there are many more options now. Today, older generations do watch the most linear TV. 84% of regular linear viewers are 34 or older. But that doesn’t mean Millennials and Gen Zers don’t watch TV. They’re just spending more time with streaming or CTV. (Younger audiences also still watch linear, just less of it).
The challenge with the new ways we watch TV is that audiences are fragmented. TV is no longer defined by a single, stable audience all watching the same content at the same time. Which is why advertisers must be especially strategic with their media plans.
To prioritize reach, include both linear and streaming in your campaign. However, linear remains unmatched when it comes to scale, so maximum reach typically means weighing your mix in favor of linear.
What's the takeaway? TV is still the best marketing channel for connecting your brand with a large audience. Spending time to make sure you’re reaching that audience is more than worthwhile.
Question: What role can artificial intelligence play in media buying?
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: “Artificial intelligence and AI should be the backbone of your buying process. AI helps produce media buying recommendations by using historical and prescriptive data to create the bulk of an advertiser's plan, or the cake. From there, buyers can add extra flavor, frosting that cake with unique tests and opportunities. Automation takes that plan to the next level with stability, speed and scalability. And then automatically scale what's working so you can spend time optimizing what's not. True success is often working smarter, not harder.”
— Christi Uban, Senior Media Director
Christi leads research projects informing current and future client campaigns. Outside of work, you can find Christi enjoying time with her family.
Listen: Masters of Scale
Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.
Masters of Scale is a must listen for those interested in learning more about the world of entrepreneurship and business management. Reid Hoffman, co-founder of LinkedIn and an investor at Greylock, interviews visionary founders and leaders to discuss business growth, failures and setbacks, and the overall path to success.
Our favorite insight? Bryan Chesky, the CEO of Airbnb, suggests that a business idea should be based on making something that people love. Rather than focusing on the scale of your business, “embrace being small and make something perfect.”
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