The emergence of addressable video is connected with the fast-paced development of Internet Protocol Television (IPTV). Meaning that TV broadcasting expanded to the internet and originated both streaming media and video on demand.
Video on demand breaks viewers free from the static broadcasting schedule of linear TV. Nowadays, addressable video is accessible on any mobile phone, desktop, tablet or game console with just internet access. Television quickly followed the trend as connected smart TVs pre-programmed with Catch-Up TV and VOD apps flooded the market. Compared to linear TV, video on demand provides viewers with a fully flexible, cross-media and cross-device video experience.
While linear TV is surely not expected to disappear, TV broadcasting will be more connected than it ever was. In 2021, over half (54.5%) of viewers had used a channel’s catch-up or on-demand service in Belgium. Moreover, 65% of 15-29 years olds watched TV content via the internet instead of using a TV set.
Today's young viewers will be tomorrow's senior consumers. As such, addressable video will eventually grow faster than linear TV ever may in the upcoming future. Looking forward, TV advertisers must have a different outlook on digital media or risk falling behind current consumer trends. For all that, linear TV and addressable video must not be pitted against one other.
Indeed, a third way is within reach for advertisers willing to get the best of linear TV and addressable video. Through catch-up TV, programmatic advertising provides a complementary approach to reach broader and especially younger audiences forward…
Combining the broad appeal of TV with the flexibility of addressable video, catch-up TV binds online and offline media together. This gathering has game-changing implications that TV advertisers have yet to know about.
In a similar fashion to linear TV advertising breaks, advertisements can indeed be broadcasted while streaming TV content on replay. This offers the opportunity of pairing branded online videos with premium formats for storytelling purposes and maximized relevancy towards viewers.
Although being a powerful engagement driver, catch-up TV cannot replace linear TV yet. Instead, it comes as a complementary lever to maximize coverage on core audiences of both TV and online video campaigns.
In-stream video spots are the most common formats used in catch-up TV campaigns. This family includes three different formats: pre-roll, mid-roll and post-roll videos.
1. Pre-roll video, delivered at the start of the content, which can last from 10 to 30 seconds.
2. Mid-roll video, mainly used for streaming movies and series. This format has been predominant on linear TV for years.
3. Post-roll video, consists in delivering ads at the end of streaming.
Catch-up TV ads can last up to 30 seconds, thus ensuring longer exposure time than classic programmatic display formats. Its benefits also include a significant reduction in wasteful media spending since the spots already exist for television.
Fatigue kicks in fast when users are exposed to the same advertising formats over and over. Thus, the key of a performing programmatic approach lies in personalization. In other words, combining various programmatic formats across premium environments in order to improve your customer’s experience.
The customer journey revolves around three phases:
1. Awareness, to make customers see and remember your brand.
2. Consideration, to get customers to understand and want your brand.
3. Conversion, to change customers’ behaviors and get them to buy/subscribe to your product/service.
Catch-up TV ads are best suited for raising brand awareness at the start of a campaign. However, advertisers can capitalize on its impact by adding online video, display or banners to stimulate consideration and spur conversion.
Through a storytelling-based approach to digital campaigns, combine the impact of addressable video with the retargeting possibilities offered by classic programmatic formats and breathe new life into a brand’s image! Programmatic advertising also gives TV advertisers exclusive access to a wide choice of premium online inventories available via private deals.
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