TV viewing habits are changing rapidly. The days of millions of viewers sitting down to watch hours of live prime time programming are long gone. Hulu, Netflix, YouTube, Amazon, DVR, on demand, smart TVs, and other streaming options have taken over as preferred ways of watching content. The convenience of watching what you want, when you want, is winning out over much of traditional TV.
The good news, from an advertising perspective, is that reaching viewers on these platforms has become much easier. We can now target which groups of viewers see our ads, filtering by geography, age range, and income level, while getting guaranteed views and impressions. Where traditional TV buys are more of a shotgun approach, digital video can be highly targeted and far more effective.
A practical example
Say you are a furniture retailer. The highest percentage of your customer base is 40 to 60 year olds within a 15 mile radius of your store. Rather than putting your ads on a local broadcast station that reaches all ages and people up to 100 miles away, you can run on Connected TV, reach only your desired demographic, and get guaranteed views. Typically at a fraction of the cost of broadcast TV.
Where we see the most placement
The platforms below are where we place most often today. We expect opportunities on other streaming platforms to keep expanding.
- YouTube
- Hulu
- Pluto
- Samsung TV Plus
- Fubo TV
- HGTV Go
- ESPN
- AMC
- A&E
- Discovery
- TLC
- CBS News
Traditional TV still has a place with certain demographics, and timely live programming such as news, sports, and events still commands big audiences. But for the most part traditional viewership is declining while the cost to advertise is not, and more live events are moving to streaming platforms every year.
For these reasons we have seen a steady shift of budget from traditional TV to online delivery. Our streaming services page covers how we plan and place these campaigns. If it is something you want to explore, Avenue Right would love to have the conversation.