Much has been written about digital ad viewability standards because there’s a consensus that not all digital ads served are actually seen. Not surprisingly, these standards have had a significant effect on the way digital advertising is bought and sold.
But when it comes to TV advertising, decisions are still largely based only on an ad being shown. There’s no television viewability standard, despite research showing that the vast majority of TV viewers are also using companion devices or fast-forwarding through commercials via DVR. And as we can tell by the chart below, even those who are present when commercials air are often engaging with a companion device.
Viant’s new paper, TV Viewability in the Age of the Distracted Viewer, dives into the challenges facing television advertising in 2018 and explains how an effective cross-device strategy can help marketers achieve their goals. As mentioned above, there’s plenty of proof that TV viewers aren’t seeing every commercial; 86% of marketers agree it’s getting harder to reach consumers via television alone. TV advertisers must consider this when evaluating performance and effective allocation of advertising budgets across channels.
The challenge here for advertisers is that even if TV viewers are physically present while commercials air, they might not be mentally present. Or, they might be choosing to focus their attentions on commercial-free over-the-top (OTT) content. TV viewers are distracted … by their second screens, by their DVRs and by alternative video options.
In recent years, some companies have explored the idea of a viewability standard for television but haven’t accounted for viewer distraction or the prevalence of DVRs. Add in channel surfing during lengthy TV ad breaks and the idea of viewability in television becomes an even more important concept for brands to consider when evaluating performance and effective allocation of advertising budgets across devices and formats.
TV Viewability in the Age of the Distracted Viewer explores all of that and more, and dives into how an effective cross-device strategy can help marketers drive higher conversion and achieve their goals.
Interested in learning more? Get the full paper here.