Linear TV and AVOD sellers need to learn from each other to provide better experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 14, 2020, 1:31 PM UTC

With viewers moving towards streaming services, Linear TV ratings have been rapidly declining.

While AVOD has short ad loads, they can balance that with more refined targeting and premium ad formats. Similarly, networks should copy AVOD’s lower ad loads so that linear TV can provide better experiences to the viewers and media buyers.

With the presence of niche audiences and more creative freedom on AVOD than linear TV, networks can experiment with branding on platforms. Networks can curate content around branding moments for streaming platforms like offering cooking shows during the holiday seasons.

While networks are trying to unify targeting and measurement across streaming and linear businesses, they should offer better targeting options across their portfolios. Networks can bring cross-channel measurement to linear TV but be transparent about where their inventory runs.

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