“Denominators” like TV households, Apple users have unparalleled scale of video audience reach

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 01, 2019, 12:05 PM UTC

Marketers pay more on cost-per-reach basis due to lack of effective video inventory.

Today, premium video content is available across linear television, SVOD, mobile, social and OTT, changing the way audiences find and consume videos. The author says that in the light of TV’s receding audience, a broad and differentiated video ad ecosystem offers more engagement opportunities.

Ad-supported videos are left with few high-quality categories of current and syndicated shows and movies, sports, music and Spanish content. Ad inventories for categories like gaming are still lacking, leaving marketers with buying aggregated audiences who are “blind to the content that runs adjacent to their ads”.

With premium video complements present everywhere, marketers can enhance their video mix. Syndicating these videos across large “denominators” like Google, Facebook, Apple users in ad-supported models can become valuable measurement tools.

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