How TV Advertisers Are Following Digital Video’s Example

By Brendan Gill  | 

Consumer attitudes toward advertising are shifting. Today’s media-savvy viewers have more choices, and as a result, are gravitating to more high-quality ad experiences. Consider a recent study by the IAB, which examined consumers’ attitudes toward different types of TV and video viewing situations and ads. According to the IAB’s results, more than one-third of consumers preferred watching streaming video with ads on their traditional TVs, an arrangement they preferred because the ads were less disruptive, more memorable and higher quality. How can advertisers utilize this insight as they seek to evolve their own campaigns? Here are three suggestions:

Follow the numbers
Thanks to the growth of digital advertising metrics, consumer behavior and demographics are easier to access than ever before. Smart advertisers can use this information to better understand the audiences that are watching, how they choose to interact with the ads, and even make changes in real-time based on the results. For proof of how quickly this is happening for both video and TV advertisers, the growth of addressable TV is a great example.

Offer a way to take action
The holy grail for marketers is an ad that encourages consumers to take action. The great thing about the innovation behind today’s video ads is that an increasing range of methods now exists to make creative more interactive. Companies like Hulu are developing “shoppable” video ads, while a variety of TV networks are launching new “interactive” TV tools to help marketers better engage and measure their campaigns as they are deployed to consumers.

Make it available everywhere
Today’s smartest media platforms are built to conform to the changing viewing habits of consumers, meaning that content is available across all screens and all devices on an on-demand basis. Similarly, today’s best ad campaigns are increasingly “platform agnostic.” Rather than getting caught up with designing costly campaigns just for TV or just for video, marketers focus on standardizing creative whenever possible, making tweaks for specific platforms when needed. This shift is one of the reasons why more ad industry executives are calling for the annual TV upfronts to move to a new multiplatform format.

Based on recent research, digital video ads are increasingly accepted by consumers, who see them as more memorable, less intrusive and higher quality than those on linear TV. But rather than signifying a zero-sum game, where video ads emerge as the winner over TV, both formats have something to learn from one another. More and more, advertisers are discovering that the same techniques that help video ads succeed can help TV continue to innovate as well.

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