Streaming content is extremely popular these days.
Even though there are still a significant number of people who use traditional cable providers for television content, an ever-increasing number of streaming services and connected TV options are available for users to consume content. Many who still subscribe to cable also make use of some of these services, and more users seem content to “cut the cord” and make the switch to only using digital streaming content by the day.
As content viewing habits continue to change, it’s important that your advertising campaigns are also changing in kind.
Here, then, are just a few of the ways that consumer viewing habits are changing; compare your current DRTV campaigns and their targets to the realities of viewership to make sure that your advertising isn’t being left behind.
The Rise of OTT
Over-the-top television (OTT) and connected television (CTV) viewership are seeing strong growth as more consumers cut the cord and switch to digital streaming services.
In addition to live television shows viewed via Internet streaming, there is also a strong market for video-on-demand (VOD) services that provide previously aired content whenever the viewer wishes to see it. As these options become more common, viewers are shifting away from more traditional television packages and moving to streaming services, video platforms and other advanced television options as a primary viewing option.
Linear TV Is Changing
Just because OTT and CTV are much more common than they used to be doesn’t mean that traditional linear TV has grown stagnant.
Some cable options are starting to embrace advanced TV tactics, offering more tailored advertising experiences through addressable advertising options. This provides users with more customized ads, though in many cases they are less specifically targeted than the ads that appear on OTT platforms. This is in part a result of advancing technology that makes these addressable ad experiences possible, and also a response to advertisers that wish to take advantage of OTT’s customizable ad options but who are afraid to move away from linear programming just yet.
Even the programming is changing slightly, taking advantage of the popularity of social media by encouraging discussion about shows on platforms like Facebook and Twitter. This means that even if you are invested heavily in linear TV, the shows themselves are attempting to move viewers to interact online.
While you can advertise during the show, at least part of the conversation around it is going to take place on other platforms entirely.
Viewership by Age Group
If you aren’t sure what the best option for your content is, keep in mind that there are viewership trends that focus on age group as well.
Older individuals are more likely to view a significant amount of their content on linear television, though they may have VOD service or other digital content services as well. If your product or brand is heavily focused on the older population then you still have a need for linear television.
Younger individuals, on the other hand, are much more likely to have moved away from linear TV and use OTT or VOD as their primary source of video content. This doesn’t mean that they have cut the cord entirely, though this demographic is much more likely to have than older viewers. If your brand is focused heavily toward teenagers and young adults then you should lean more heavily on OTT with your advertising campaigns.
Balancing Your Advertising
As a direct response advertiser, you know the importance of reaching your audience.
As such, it’s important to balance your ad budget in such a way that it can have the maximum impact and solicit the greatest number of responses from viewers. Research your markets, consider your target viewership and analyze which platforms are best for your content.
This may mean that you need to shift your ad spend to better align with modern viewing habits. The adjustments that you make now will likely pay off significantly down the road, however.