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The Multi-Screen Dayparting Playbook

September 4, 2014

Executive Summary

Much has been made in recent years about changes to the television industry. The most striking change of all may not be what’s happening on TV—but instead, on other screen devices. Much of how television advertising is bought and sold has remained reassuringly—and confidently —stable for decades. That confidence is justifiable when television commands complete dominance in audience reach and wields the emotional power of video advertising. However, industry conventions such as the daypart—which formerly offered a shorthand for the availability of the US audience to video ad messages (e.g. working people in Prime Time, kids and housewives in Daytime)—require a drastic revision due to the impact of internet-enabled screen devices. New complexity has been layered over the 21st-century media day. Advertising reach and frequency opportunities are no longer defined by TV and traditional TV dayparts, but instead are spread across multiple devices and are defined by the consumer’s preferences—even relationships—with each device.

Advertisers who follow these consumer media dynamics closely can gain a competitive edge in engaging their customer; those who ignore the trends will quickly find themselves in the minority. To understand the new “device daypart,” Collective commissioned and analyzed data from Nielsen, and looked to our own clients’ best practices, to craft a guide for advertisers in managing this new multi-screen paradigm.


(Please see our "Also See" section to the right for the full PDF of this report.)

Source

"The Multi-Screen Dayparting Playbook." Collective, 2014.

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