5 pitfalls of today’s TV landscape and how to avoid them | Sponsored Content
Pitfall #2: Over-Communicating With Your Linear Audience
The frequency problem in Linear is no secret. Samsung Ads data shows that 24% of the linear audience is now consuming about 90% of linear minutes. A recent advertiser analyzed by Samsung Ads showed their ad an average of 65 times to linear TV viewers in homes with Samsung TVs. If repetition is the strategy, then that’s fine. If not, that’s a lot of waste.
How to avoid it: For a typical TV purchase targeting adults between the ages of 18 and 49, planners should limit their linear attribution to around 650 million impressions, or 500 gross rating points. This is the point where increased spending doesn’t increase range significantly, but does increase frequency. No matter how much is spent, it takes a fortune in cash and overfrequency to push linear national reach well past 50%.
Pitfall #3: Duplicate your linear and streaming audience
With few sources of authoritative data about audiences in AVOD, identifying which apps are driving reach can be a matter of guesswork.
How to avoid it: Work with partners who can connect you to the data to achieve true deduplication. A recent analysis of customer campaigns shows an overlap of around 25% between linear and AVOD purchases, which is actually pretty good. However, as AVOD budgets increase, the problem will only get worse.
Pitfall #4: Duplicate your AVOD purchases
Some may wonder: by purchasing multiple AVOD options, doesn’t advertiser fall into yet another duplication trap?
How to avoid it: The solution is to buy AVOD broadly. Apps and aggregators connected to broadcast and cable TV networks account for just 36% of all time spent on AVOD, according to Samsung Ads data. Without upgrading your AVOD purchase, you’ll encounter more range and frequency issues. Buy heavily into free ad-supported streaming TV (FASTs) and streaming apps — including non-broadcast and cable networks, music, and social video — to reach the other 64% of time spent.
Pitfall #5: Under-communicating with your goal
What is sub-communication? It’s when your target audience isn’t getting enough traffic for your message to get through. Light linear and streaming-centric viewers pose a frequency challenge. One reason for this is underinvestment in AVOD – the target isn’t seeing enough advertising in streaming. Another reason is simply preference, as some target audiences spend time watching non-advertised television.
How to avoid it: Reach your target groups where they are. Data can be used to identify elusive audiences, and advertisers can change their inventory and targeting strategy to focus on a select group.
As a TV advertiser, it can feel like there are so many pitfalls that it’s safest to stick with the same approach. But understanding the risks can help us embrace and manage the changes needed to keep television moving forward.
—Justin Evans, Global Head, Analytics and Insights, Samsung Ads