Wednesday, March 11, 2020, 12:23 PM ET|Posted by Will Richmond
Effectv, which was recently re-branded from Comcast Spotlight, has released a new white paper, “OTT and Its Place in the TV Ecosystem.” The paper is yet another reminder that linear TV and OTT (or online video or CTV or digital or whatever one’s preferred term is) are complementary. Effectv presents a slew of data and case studies illustrating how linear TV still accounts for most viewing time for most viewers, so it should be foundational to any campaign plan. But in order to achieve incremental reach with non-linear viewers (who are typically younger), OTT advertising is essential.
The paper’s thesis is of course correct at a high level - though as linear TV continues to decline across all age groups, it becomes slightly less correct with each passing day. But at a deeper level, focusing on younger viewers in particular, the paper could be written in the inverse - that OTT advertising is the foundation to reach this audience and linear (especially sports) would be the complementary part of the campaign. There are plenty of DTC brands that would gladly be case study examples for this approach.
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