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See it Now: New Nielsen Study Illustrates the Importance of Cross-Platform Campaigns with Linear, OTT, and Digital

| March 12, 2019

Whether your business is a local grocery store, a regional auto dealership, or a major university, with Nielsen’s latest insights, it’s clear that advertisers need to consider running cross-platform campaigns with TV, OTT, and digital advertising.

How does your brand reach consumers between the ages of 18 to 49? Do you advertise through Linear TV? What about streaming media? How is your brand reaching a digital audience?

A new study from Nielsen collected data from advertisers that ran campaigns across TV, Over-the-Top streaming (OTT), computer, and mobile, and found that the best way to reach the 18-49 demographic is with a cross-platform ad campaign that serves ads across both TV and digital. In fact, a campaign like this reaches 59 percent of audiences in the country, with only 12 percent being reached via digital only.

Among the other interesting finds from the study reveal:

– Linear TV is still the best way to reach the 18-49 demographic, as it drives 8 times more impressions than digital campaigns alone.
– Digital Ads bring an incremental 16 percent increase in total reach of cross-platform campaigns.
– Meanwhile, a separate study found the Connected TV devices bring an incremental reach of 3 percent on top of Linear and Digital in the 18-to-49 demographic.

The Importance of Cross-Platform Campaigns

Whether your business is a local grocery store, a regional auto dealership, or a major university, with Nielsen’s latest insights, it’s clear that advertisers need to consider running cross-platform campaigns with TV, OTT, and digital advertising.

With TEGNA Marketing Solutions’ Linear Broadcast options, our advertisers can reach one-third of American Television households. Our OTT solution provides access to more than 125 top-tier content providers, and our digital platforms reach an estimated 37 million through our Local Broadcast Websites & Apps solution. From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Click here to start building a campaign unique for your brand.

Want more insights from Nielsen? Check these articles out on the TMS blog:
New Nielsen Study Underlines the Importance of Linear & OTT Combined
5 Takeaways from Nielsen’s Latest Report on Modern Media Consumption

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