Custom: Making Every Ad Dollar Count
Ever-increasing media fragmentation means we all really need to do our homework. Now more than ever.
One of the major revenue streams for television service providers are sales of their local and regional advertising inventories. But as consumer video content consumption fragments across numerous media, providers are scrambling to demonstrate audience value for their cross-platform advertising inventories.
A major national TV services provider needed to demonstrate the value of advertising on multiple content platforms to their clients. While clients were buying ad schedules on their traditional broadcast offerings, too many clients ignored the value of having a presence on their digital (website) platform as well.
This proprietary study revealed that customers who were relying on ad schedules across single screens (platforms) were missing out on exposing their advertising to a different – and very valuable – set of consumers who are multi-screen viewers. Our client has used this information to help promote two screen ad sales to their local and regional advertising sales clients.