Video viewing time is robust amongst younger audiences; smart TVs are boosting consumption and this return to bigger screens has positive implications.
TSW’s Associate Director – Digital, Sam Vandermark, explains…
Ultimately video viewing time isn’t decreasing, it’s simply that the medium on which this viewing time is spent is diversifying, and there is ongoing cross-pollination of content/platform accessibility. YouTube is continuously being realised as an effective part of this viewing mix by advertisers; its ability to be bought and optimised on a real-time basis makes it an easy platform from which to extend audience reach efficiently. Under the TrueView payment model, advertisers only pay for engaged views, and Google boasts 93% viewability of its ads (40% higher than video across the web).
Agile, screen neutral planning is key
TSW’s agile AV approach is underpinned by sophisticated spot level attribution of incremental web response to AV delivery, which includes accurate alignment of all AV channel performance metrics. This allows for neutral and flexible optimisation across both TV and video (AV) channels, meaning budget is placed where it makes most sense for client deliverables. Crucially though this isn’t something determined as part of a client post-campaign analysis, but is driving forward in-campaign optimisation and re-allocation of spend towards results.
TSW places huge emphasis on understanding performance increments gained through a cross-channel AV approach, where our clients have seen the benefit of up to 7% additional reach (and better response) by shifting a proportion of their budget from TV into platforms like YouTube. Along with the industry’s ongoing focus on programmatic TV (through the likes of Sky AdSmart and TubeMogul tech innovations), this makes the need for a truly cross-platform reach and frequency measurement system even more critical for advertisers and agencies. But we’re not entirely there yet.
In terms of YouTube specifically, as it becomes more widely accessible through channels like TV, Google’s walled gardens of attribution will have to come down to allow for better integration of performance metrics for AV advertisers. Essentially, for effective 1+ cover of your audience, you need to be accessing them across all screens – focusing on one or two means advertisers are missing out on valuable OTS, so planning and optimising across screens is vital to allow brands to keep up with user behaviour.