Spectrum Reach is Harnessing Chaos in a Fragmented Media Landscape

The increasingly complex world of multiscreen TV has marketers justifiably concerned about reaching the right audience. Many advertisers feel that constant churn and seemingly endless choice prevents campaigns from gathering a critical mass of viewer attention. ?

However, in a keynote address entitled “Harnessing Chaos,” at Streaming Media NYC on May 22, SVP, Marketing at Spectrum Reach Michael Guth demonstrated that it is possible to simplify audience fragmentation and reach audiences across all screens. ?

Pointing to data from across the industry and from thousands of Spectrum Reach campaigns, Guth began by asking and answering one simple question: where do audiences spend the majority of their time watching TV? He showed how Spectrum Reach is able to aggregate audiences across platforms and channels to help advertisers reach a wide cross-section of viewership. He also discussed how Spectrum Reach leverages high-quality, privacy-focused first-party data to help brand drive results in multiscreen campaigns.

Here are five key takeaways from the presentation: ?

1. Go where audiences are watching.

The fragmented multiscreen landscape can be simplified by focusing on where audiences spend the most time. Consumers no longer make a distinction between broadcast, cable, and streaming– they watch what they want, when they want to watch it.

2. Share of viewership matters.

With access to the most aggregated linear and streaming viewing, SR is the #1 multiscreen video partner in our markets. [4] And if you look at Spectrum Reach relative to others in the market, you can see how we’ve harnessed fragmentation by seamlessly delivering audiences across channels and platforms better than anyone else.

3. Embrace a common definition of “linear.”

Linear is alive and well. Not only does it represent more than half of all TV watching, [1] but it now also includes FAST channels and vMVPD apps. Linear should now be defined as TV on a schedule, not as a platform or method of delivery.

4. When it comes to inventory sources, 1+1=3!

Audiences switch back and forth between live and on-demand content. Spectrum Reach analyzed nearly 1,500 multiscreen campaigns to see the impact of adding streaming to linear set-top box TV schedules and vice versa. ?On average, streaming extended the reach of linear set-top box schedules by 52%, and linear extended streaming’s reach by 131%. [2]

5. High-quality, privacy-focused first-party data is essential.

Spectrum Reach has a direct relationship with over 30 million Spectrum households, allowing us to gather valuable insights that provide brands with precisely targeted, efficient campaigns. These insights can also be layered with third-party data from over 70 data partners to deliver even more effective results. Traditional methods for CTV addressable, like matching a user through an IP address, produce around a 60% match rate. Our approach enables advertisers to achieve a 95% addressable match rate - unheard of in the business! [3]

To learn more, go to https://www.spectrumreach.com/news/harnessing-chaos-keynote ???

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Sources:?

1.??????? https://www.nielsen.com/data-center/the-gauge/

2.?????? Spectrum Reach AM Campaign Data. Date – Q42023. O&O & Partner Affiliates. Includes all campaigns with Streaming TV & linear set-top box. Total Campaigns – 1,476 Reach Lift - % of new HHs reached

3.?????? CIMM, Guidelines for Planning & Buying Addressable TV Advertising, February 2024

4.??????? Source: Nielsen NLTV, Metered Markets within our footprint, Live + SD, Q1 2024 (01/04/2024 - 03/27/2024), Daypart: M-Su 6a-6a, P2+

Nielsen Local Streaming Meter Insights Report, Metered Markets within our footprint, Total Persons 2+, Q1 2024 (01/04/2024 - 03/27/2024) 6a-6a Average Impressions