…Or is it? For many advertisers, the holidays can be a struggle to engage target audiences. Advertisers are continuing to use broadcast TV to reach the masses to promote their products. However, advertisers are struggling to adjust to the new realities, such as broadcast television ratings continuing to dip as seen with the viewership decline during the 2019 Fall Premiere Week.
Part of the reason for declining ratings is consumers are cord-cutting, including shifting away from traditional TV towards viewing through Connected TVs (CTV), Video on Demand, and more. 77% of US households watched through CTV in 2019*, and this is expected to grow in the coming years. Advertiser budgets for traditional linear TV is still 30% of all media spend*, but this is expected to decline as viewership continues to change.
As we begin Cyber Week, here are some challenges advertisers are currently dealing with:
Samba TV is bringing holiday cheer by helping advertisers address these challenges. With the most Smart TV brand integrations in the industry, advertisers can leverage high quality TV data to deliver ads to elusive audiences on their phones, tablets, PCs, or connected TVs. This includes using Samba’s 400+ synthetic segments, as well as customized segments, to target cord cutters on over 1000 CTV apps.
Here are a few ways advertisers can engage Holiday TV viewers:
Now that the holidays are in full swing, advertisers who want to boost their end of year campaigns can use Samba for all of their activation, optimization, and measurement needs. TV Boost, our new cross-channel activation solution, merges Samba’s audience segments with our extensive CTV inventory, providing unparalleled digital reach beyond broadcast TV buys. We’re also excited to announce our Audience Performance Report, the only report in the industry that can measure the incremental reach and frequency of digital campaigns compared to TV-only campaigns. This complimentary report extends beyond impressions, completion rates, and click-through-rates to provide advertisers with actionable insights to optimize future campaigns.
As the industry’s only provider offering all of these capabilities under one roof, we understand that reliable targeting and measurement is imperative for maximizing campaign ROI. Make this holiday season the best one yet with Samba TV, the one source for TV truth.
*eMarketer July, 2019