Leverage linear TV’s reach to connect with streaming fatigued cord-cutters

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 09, 2022, 2:57 PM GMT+0

Audience consumption data can help automate and optimise ad placements as programmatic buying is growing across linear and digital.

Given the rapid growth of streaming and that cable accounts for 39% of television time in the US, as per Nielsen, brands must develop holistic video strategies targeting both linear and digital. Focusing solely on linear or digital can exclude a large percentage of the audience.

Moreover, several streaming providers are consolidating services, as consumers are less likely to subscribe to different apps. The Hulu-ESPN-Disney+ merger, for example, will consolidate all of 20th Century Fox content into a single app.

Tracking costs and spending can help optimise spending on linear and digital. With linear being cost-effective in terms of CPM and offering greater reach and scalability, it could help brands reach out to “streaming fatiguing” cord-cutters.

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