In a world where TV advertising is beginning to carry many of the same attributes as digital advertising, marketers are realizing the silos between the two need to be broken down. There’s an awareness that advertisements should follow the audience, rather than only the medium ads are sent through or the content around which they appear.
A recent survey conducted by 4C Insights and Advertiser Perceptions concluded that “89% of advertisers agree that those who build their strategies around audiences rather than individual media platforms create more impactful campaigns.” It found that the top three benefits seen from cross-channel audience-based buying were as follows:
- Targeting precision (15%)
- Increased ad relevance (i.e., custom messaging that is relevant for a specific audience, etc.) (12%)
- Increased ad engagement (11%)
So where does TV fall into this realm? The greatest challenge for cross-channel campaigns is the lack of standard measurement across channels. In fact, 37% of marketers surveyed say that a lack of targeting precision for TV audiences prevents them from including TV in their cross-channel campaigns.
Most marketers have less than 20% of their cross-channel campaigns using TV ad occurrence and viewership data and 67% say that their ideal cross-channel campaigns would include TV. This is an obvious first step towards unifying TV and digital strategies. For additional best practices and all of the research findings, read the full report here.