The New Prime Time Is… Always

NAB

VOD, AVOD, BVOD, SVOD, good old linear. It’s all converging. Let’s just call it TV — here are five trends that will make it happen, courtesy of measurement platform TVSquared.

https://amplify.nabshow.com/articles/the-new-prime-time-is-always/

Let’s be clear from the outset: TVSquared has a vested interest in promoting cross-platform TV measurement.

‍However, its observation that advertising is no longer about investing during a certain time/daypart or in a certain show just because of ratings or its perceived popularity can’t be faulted. Instead, it’s about reaching and engaging with the total TV audience — regardless of when, where or how they watch TV.

“A ‘set it and forget it’ TV buying strategy has already proven unsustainable in such a dynamic, cross-platform TV universe,” says Marlessa Stivala, senior manager of content marketing at TVSquared. “In 2022 it needs to be left behind entirely. Advertisers continually measuring and optimizing, including mid-campaign, is now a must.”

The ideal “media mix” for brands in terms of identifying ideal platforms and audiences remains an experiment, and that’s a good thing. “Striking this balance will allow them to target broader audiences as well as more hyper-targeted segments,” Stivala says.

Legacy measurement and currencies have held back the industry for too long, TVSquared argues. The connected TV ecosystem has evolved to the point “where it requires new, future-proofed approaches.” So, in 2022, multiple currencies will be the reality, powered by cross-industry collaboration to find consistent ways to count and ascribe value for all forms of TV.

While there have been initial steps toward this, the new year will bring about a greater, industry-wide effort to clearly define measurable units (such as households, devices, various types of data sources, etc.), the tech provider believes. Meanwhile, advertisers have increasingly been armed with real-time, cross-platform insights (including reach and frequency, incremental reach and outcomes).

“While these changes are taking shape now, they will become table stakes in 2022. It’s simple; these always-on measurement and attribution capabilities are critical to providing advertisers with advanced consumer insights, which allow them to sell more products and, in turn, invest more in converged TV.”