Today’s TV viewing landscape is rapidly changing as consumers evolve their living room experiences to include Over-the-Top (OTT) streaming to watch hours upon hours of diverse content. From an advertiser’s perspective, understanding audiences and how they consume content is key to any successful marketing campaign, especially if your goal is to reach them with relevant content and experiences (which you do).
To keep up with the constantly changing video-viewing landscape, Nielsen has revealed its latest findings on modern media consumers and consumption in order for advertisers to better understand how to reach their target audience. Here are five of the takeaways.
OTT is growing, and fast. OTT usage has doubled year-over-year, every year since 2012, across all age groups. An increase in consumers and the hours they spend with OTT streaming means an increase in ad revenue.
Consumers spend 4X more time with Linear Broadcast TV. This means advertisers need to focus on an integrated marketing campaign that uses both OTT and Linear to support their advertising goals. Learn more about the benefits of having a marketing campaign with Linear Broadcast TV and OTT on the TEGNA Marketing blog.
Consumers spend 8 billion hours on TV-type content in a month. This includes generation Z, millennials (who lead the way with streaming adoption), generation X, baby boomers and the greatest generation. This presents several advertising opportunities, no matter the screen or device used (and the options are plentiful).
Streaming audiences are social viewers. A viewer’s interaction with streaming content doesn’t stop when the credits roll. Nielsen found a direct correlation between social mentions and air times, for example, social mentions for “Stranger Things 2” peaked days after its release. Advertisers would be wise to incorporate their social media strategy into their Linear Broadcast and OTT advertising campaigns for maximum reach and efficiency. Learn more about Social Media Marketing with TEGNA.
Millennials and Generation Z stream more multicultural content. Advertisers need to understand the demographics of the audience to reach them with appropriate content that will resonate with them. Nielsen data reveals, the more diverse the cast of a show is, the more diverse the audience will be.
Achieving an Integrated Approach
Whether your business is a grocery chain focused on a local neighborhood or a regional automotive group crossing states, with Nielsen’s insights, it’s clear that advertisers need to consider an integrated approach to TV and OTT advertising.
Through Premion (a division of TEGNA), advertisers have access to more than 100 top-tier content providers sourced through direct partnerships, advanced targeting and seamless integration across multiple networks. Advertisers are assured access to brand-safe and fraud-free, guaranteed inventory that reaches the fastest growing and highly engaged OTT audiences.
Learn how you can place your ads alongside premium long-form OTT content AND Linear Broadcast TV with TEGNA Marketing Solutions and Premion. Click here to contact us.
About TEGNA Marketing Solutions
The marketing experts at TEGNA stay up-to-date with industry news so we can continue to be Trusted Advisors to our clients. We take the time to understand our client’s unique marketing needs to create a customized solution based on insights and industry expertise. From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Contact TEGNA today to find out how we can improve your marketing strategy.
“Working together, serving together has been one of our mottos, and we’ve been able to do that with WXIA for years.”
“TV has been incredibly effective for us. It’s helped us position ourselves as a leading brand in the Denver marketplace. It’s really been instrumental in helping us be successful.”
“As a result of our Partnership with TEGNA, we’ve seen a substantial increase in our website traffic, and we’re receiving a lot more stories. We have also seen an increase in our social media following – which has really helped us get our message out – and we know it is a direct result of our relationship with TEGNA.”