Advanced TV

With TV having the largest and broadest audience of all mediums, brands are still spending thousands – if not millions – of dollars for commercial ad space. We believe there is a smarter way to spend large marketing dollars on television – switching from traditional TV to advanced TV. Leap (amp), a media amplification agency, put together this report to help brands understand how to make their marketing budget matter more when advertising on TV mediums.

WHAT IS TRADITIONAL TV?

Advertising on TV has long been the best way for marketers to reach a larger number of people at one time. While it is still an impressive medium, challenges are beginning to arise.

What’s Working

TRUSTWORTHINESS & PRESTIGE: Marketers and consumers alike, still view television advertising as more trustworthy vs. other traditional mediums such as radio, or out of home.

LARGE REACH: Traditional broadcast television still delivers as the largest mass-awareness available in a single buy.

GATHERING A CAPTIVE AUDIENCE: Traditional television users are in decline, but those using these services are more likely to be single-screen users

WHAT’S NOT WORKING

COST: Aside from Super Bowl ads, the average reach to cost ratio is substantially higher for traditional TV.

TARGETING: Historically, hyper-targeting traditional TV ads has been very limited. Programmatic options are growing but are new to the space.

OPTIMIZING AND TRACKING CONVERSION IS LIMITED: Unlike digital media, we cannot optimize campaigns for conversions, such as walk-in traffic. These studies are available, and significantly more expensive than their digital alternative.

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HOMES STILL HAVE CABLE OR SATELLITE SUBSCRIPTIONS

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HOMES HAVE AT LEAST ONE CONNECTED TV STREAMING SERVICE

In Q3 of 2018, the amount of time 18-34 year olds spent watching traditional TV dropped to under 2 hours per day for the first time on record. This is a 17.2% decrease from the previous year.

– Nielsen Total Audience Report, Q3’18

WHAT IS ADVANCED TV?

Advanced TV is the umbrella term that refers to multiple forms of streaming TV content including Connected TV, Video on Demand, vMVPDS, etc. It is the catchall term for all forms of TV not watched through broadcast, cable or satellite connection.