Submitted by John Brauer
June 29, 2020
Advertisers today have many opportunities to use insights from data to reach their audiences. With these opportunities, we’ve found that many marketers are tempted to shift greater and greater portions of their budgets down the advertising funnel, to reach the “right” consumers close to the point of purchase. However, research shows that “feeding the funnel” – that is, building awareness with upper-funnel, high‐reach campaign strategies – also remains critical to drive meaningful results. But what is the most efficient way to do this in today’s “New TV” world? We wanted to find out.
Based on an analysis of tens of thousands of campaigns across the Comcast footprint, we identified how advertisers have best maximized reach successfully. Our analysis suggests that marketers should take an “audience first” approach to their TV buys — achieving reach in the most efficient way possible, and driving greater sales and revenue as a result. While efficiency is always important to advertisers, in today’s uncertain economic times, the ability to reach a broad audience without a premium price tag is critical.
Our new whitepaper, “Data Builds Brands: The Why and How of Maximizing Reach in a New TV World,” outlines six concrete techniques for TV advertisers to improve reach and drive better outcomes within the current viewing landscape. We break down each technique and share the quantitative impact it can have.
Here’s a quick summary of the six strategies we recommend in the whitepaper, starting with three foundational strategies, followed by three additional recommendations:
- More Networks: Remember that consumer viewing habits are diverse. We analyzed over 42,000 Effectv TV campaigns and found that campaigns that aired across more networks delivered a reach more than double that of campaigns that aired across less than 10 networks, regardless of the spend level.
- Broad Dayparts: Consumers aren’t limiting themselves to primetime, and you shouldn’t either. We found that campaigns that had 60%-70% of total impressions came from outside of prime viewing hours tended to deliver the highest reach.
- Long Flights: Keep those campaigns going! Across our analysis of nearly 10,000 campaigns, regardless of spend levels, we observed that 90-day campaigns consistently achieved a higher household reach than 30-day campaigns.
- Layered Geo-Targeting: Reach your audience where they are. In our analysis, we found that adding local campaigns in specific key markets increased reach among a brand’s audience by nearly 25%.
- High Value Programming: Look to sports and other “tentpole” events like award shows to boost your campaigns. Based on an analysis of over 10,000 campaigns, we found that the ones that included sports delivered a substantially higher reach than campaigns without sports; this was true regardless of the spend/campaign size.
- Over-the-Top (OTT): Today, viewers, especially younger audiences, are embracing OTT to watch their favorite shows. For this reason, we recommend using OTT inventory as a complement to TV, because we found it as another effective way to maximize reach.
By using some or all of these strategies, we found that advertisers could effectively and efficiently maximize reach across their audiences. We hope you’ll explore these strategies too and read more about them in “Data Builds Brands: The Why and How of Maximizing Reach in a New TV World.”