Once upon a time, TV was a reliable source – of engaged viewers, of measurable audiences, of quantifiable advertising reach.
Now that the once-quaint delivery system has expanded to encompass over-the-top (OTT), subscription and ad-supported video on demand (SVOD, AVOD) and free ad-supported television channels (FAST), and the broadcasts of old have been re-imagined as “content,” “digital video” and “streaming,” neither facet of TV is as reliable for impacting viewers as in times past.
Understanding audiences is now more complex as advertisers aim for hyper-targeting while seeking to avoid underserving or oversaturating households.
The challenge is not simply how to cast the widest net for attracting viewer attention; it’s mastering complementary messaging, accurate segmentation and extending audience touchpoints.
What are advertisers to do?
You’re Only as Good as Your Data
To start, advertisers obviously need reliable intelligence on consumer viewing habits. At TiVo, our first-party, 100 percent deterministic and nationally representative set-top-box data – covering millions of active households – is the key building block of our viewership-based product suite. Because our content network is device-agnostic, we’re unconstrained by any Smart TV brand or type of streaming device in our ability to confidently target connected TV audiences to drive incremental reach with linear viewers.
We have successful use cases in the U.S. for our TiVo Xtend™ CTV product, which layers our data – we have the industry’s most representative – across premium CTV inventory to access consumers beyond their broadcast channels and Pay TV subscriptions. And, we’re driving measurable results, such as achieving 25 percent incremental reach for a linear series premiere through CTV video ad targeting.
Personalisation Makes the Difference
An overwhelming majority of respondents to the TiVo Q2 2022 Video Trends Report survey indicated a willingness to share data in exchange for receiving personalised video entertainment experiences. Conversely, consumers have dwindling patience for irrelevant messaging or programming.
They want to be served content that suits their sensibilities; those who don’t deliver on this desire risk losing exacting consumers to competitors.
Putting the “Smart” in Smart TVs
With the launch of TiVo’s independent media platform, TiVo OS, we’re delivering a first-of-its-kind neutral platform – the ultimate independent Smart TV operating system. By offering viewers a fully integrated experience with live hybrid TV and top streaming services, along with natural voice navigation and highly personalised recommendations, we’re providing new ways for consumers to enjoy TV, and for partners to engage with audiences.
Preparing for What’s Next
Just as there are sure to be new acronyms to add to the mix, there will be changes, enhancements and disruptions impacting how consumers discover, watch and interact with content.
What won’t change is the importance of adapting to those changes while maintaining a data-driven, tailored approach to finding, delighting and retaining viewers.
