Hadassa Gerber

The current media landscape is defined by screens across devices; we absolutely live in a multiscreen world with around the clock access to content. While viewers may not differentiate between linear, connected and streaming TV, marketers’ awareness of these differences is crucial for successful campaigns. Below are six key takeaways from new media research studies that marketers need to know in order to reach audiences at scale and make informed media planning decisions.

Measurement across media platforms has been challenging and far from seamless, with a variety of metrics, third party companies, and media organizations approaching it differently. On a positive note, the industry’s move to impressions has facilitated the ability to combine audiences across platforms with a common metric; however,there is still work to be done on de-duplicating audiences and identifying overlaps.

The combination of a pandemic that forced many Americans to stay home and the introduction of several new subscription video on demand (SVOD) services in addition to existing services (Netflix, Amazon and Hulu), has provided the perfect catalyst for SVOD growth. But not all of this growth has worked in the favor of marketers and advertisers.

With an impressions-based ad model, marketers will be able to more easily include local broadcast TV in cross-platform campaign planning — and more quickly assess performance.

Not all media are created equal, and knowing which channels deliver a greater influence over consumer purchasing decisions — like TV — can give retail marketers an edge

Local TV is a key driver of daily conversations and word-of-mouth impressions. Here’s what that means for marketers.