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TV Viewability in the Age of the Distracted Viewer

Today, the vast majority of TV viewers admit to engaging with their companion devices or skipping commercials altogether. In fact, 86% of marketers agree it’s getting harder to grab a consumer’s attention with television alone.

The good news is, it’s possible to break through the noise and distraction of competing screens. And we can show you how.

Viant’s new report, TV Viewability in the Age of the Distracted Viewer, dives into the challenges facing television advertising in 2018 – everything from second-screen distraction to the DVR and rise of OTT – and explains how an effective cross-device strategy can help marketers achieve their goals.

This report reveals:

TARGETING COMPANION DEVICES OF TV VIEWERS

Many people are reaching for a companion device like a phone or laptop while watching TV. This report takes a look at how to retarget TV viewers on their companion devices while they’re in front of the TV as well as the impact retargeting can have on conversion.

REACHING VIEWERS WITH OVER-THE-TOP (OTT) CONTENT

Marketers must leverage TV viewers’ increasing alternatives to linear TV, especially over-the-top (OTT) content. Learn why and how marketers are using OTT content to reach viewers in a television-like environment.

CREATING AN ADVERTISING STRATEGY FOR DIFFERENT TYPES OF TV PROGRAMMING

It’s important for marketers to pay attention to the TV programming type. This report gives insight into why you need a different marketing strategy to reach Big Bang Theory fans versus viewers of the Today Show.

Download the report to learn more.

For questions on the report’s research findings, or for press inquiries, please contact Viant’s Growth Marketing department at growthmarketing@viantinc.com.

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