New white paper from Viant current state of TV advertising and how marketers can optimize advertising to reach audiences
Important lessons from the pandemic
Insightful, useful new white paper from @viant_tech details current state of TV advertising and how marketers can optimize advertising to reach audiences Click To Tweet
“As we deal with this unprecedented situation brought on by COVID-19, it is even more imperative for marketers to apply an omnichannel strategy to their marketing campaigns to optimize their advertising budgets and business results,” said Jon Schulz, CMO at Viant.
“Advertisers are working hard to balance traditional TV efforts with digital channels that reach consumers across the screens that are drawing their attention. I believe our analysis will help marketers and advertisers understand TV’s role before the COVID-19 outbreak, as well as guide their decisions given changing TV viewing habits,” Schulz said.
Here’s a tiny glimpse of the many interesting insights available in the Analysis, taken from the Viant report:
In a survey of 500 marketing decision-makers fielded in January 2020, combined with our analysis of TV viewing data, Viant found:
- In 2020, 84% of marketers planned to spend same amount or less on their linear TV advertising;
- More than half of marketers believe traditional TV ad spend to be less effective than it was five years ago;
- Twenty percent of marketers say that programmatic linear TV is already part of their 2020 campaign spend, and an additional 20% say they plan to run programmatic linear campaigns in the future;
- Household-level targeting is re-emerging as the metric of choice for marketers who seek to understand the impact that different channels have on individuals within the household.
Download the full TV’s Role in an Omnichannel World whitepaper here.