Insights into TV’s role in an Omnichannel, COVID-19 World – from Viant

Viant, the people-based advertising technology company, has released an extremely insightful analysis in the form of its TV’s Role in an Omnichannel World whitepaper showcasing the current state of the TV advertising ecosystem. As consumers increase TV viewing given recent social distancing requirements and always-on news viewing, the paper provides additional insights and direction for marketers to break through the distraction of competing screens.
New white paper from Viant current state of TV advertising and how marketers can optimize advertising to reach audiences

Important lessons from the pandemic

Whether audiences are locked into the nightly news for updates or binge-watching a guilty pleasure, one thing is for certain: During a challenging time, no matter if it’s a pandemic, economic downturn, natural disaster or anything else, media use is a constant. People will always seek out information and entertainment.
The circumstances created by the COVID-19 outbreak have certainly led to a number of unique occu-rrences – for instance, the cancelation of all live sports, concerts and gatherings of any kind.

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

Although this has had a very pronounced negative impact on linear television and broadcaster ad revenue, it has also led to a significant increase in media consumption overall.
Using live sports as an example, the audiences that would have watched the NCAA Basketball Tournament are still tuning into their TVs and connected devices despite the tournament’s cancellation.
image-VIant-Analysis-on TV's-role-in-an-omnichannel-world-key-takeaways-MediaBriefThey can still be reached via the other programming they are consuming instead. Viant data, for instance, says that last year’s tournament fans are tuning into programs including NBC Nightly News, SportsCenter and Diners, Drive-Ins and Dives at high rates this year.
Marketers are always compelled to evaluate their specific situation and respond appropriately. Certain companies are prudent to pause advertising and wait, including airlines, hotels, cruise lines and so forth. Others will see this situation as an opportunity to stay the course while increasing share of voice, projecting an image of corporate stability and taking advantage of declines in the cost of advertising inventory. In all cases, consumer messaging will need to adjust and better align with the current situation.

“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:

image-1-VIant-Analysis-on TV's-role-in-an-omnichannel-world-key-takeaways-MediaBriefimage-2-VIant-Analysis-on TV's-role-in-an-omnichannel-world-key-takeaways-MediaBriefimage-3-VIant-Analysis-on TV's-role-in-an-omnichannel-world-key-takeaways-MediaBrief

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.

Your thoughts, please