In the era of increasing media fragmentation, in-depth study of the impact of video advertising report From Pay attention to the gap

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The following is the In the era of increasing media fragmentation, in-depth study of the impact of video advertising report From Pay attention to the gap recommended by recordtrend.com. And this article belongs to the classification: research report, Network video.

A video cross media measurement report, attention gap: exploring the impact of video advertising in an era of increasing media fragmentation, was released. The report uses audience measurement data from the audience project and barb, and studies the insights of 15 activities carried out by the five major British advertisers by the end of 2019.

The report fundamentally found that the decline in young viewers of linear TV was faster than the company’s previous forecast, and that the forecasts for the elderly, who still account for the vast majority of TV viewing, are generally accurate. Young viewers are replacing linear TV with online video, broadcast and subscription video on demand (VOD) services.

This is the reason why the total commercial impact of linear TV has decreased by 4.4% in 2019, with an expected decrease of 3.6%. Equity also found that by 2025, the decline in the number of linear TV viewers will reduce the overall adult business impact by about 21%.

For the 18-24-year-old, even if the predicted decline rate slows, more than half (56%) of the audience will disappear by 2025, while for young people aged 16-24, 25-34 and 35-44, the advertising offered on youtube and Facebook is basically comparable to the advertising coverage provided by television. Equity points out that brands that use YouTube to target young consumers benefit most from incremental coverage.

But equity added that once the quality of participation is taken into account, online video may not be enough to narrow the coverage gap. In addition, when the analysis shifted from pure impression level to 50% or 100% coverage, incremental coverage of both platforms decreased, while Facebook barely increased.

“While television is still the main driver of ROI, it’s no secret that media consumption habits have changed. It’s a phenomenon that brands can’t ignore.” “The purpose of our new study is to confirm that the rate of change in viewing behavior is affecting brands,” said Christian Polman, Chief Strategic Officer of equity “The ability to attract audiences on a large scale is critical to effective brand building,” he said. Advertisers need to take some action today to narrow their coverage gap and ensure success in an era of media fragmentation. “

Considering the impact of the research “attention gap: exploring the impact of video advertising in an era of increasing media fragmentation”, equity proposes a four point action plan: understand what coverage gap is and its impact on the business; take a more detailed approach to measurement; create appropriate advertising for the right channel or platform; and use structure To evaluate and optimize the channels used to fill the coverage gap.  

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