Media Analysis - Generation Media examines non-traditional TV advertising

Fancy watching SVOD Mum?

Linear TV is in decline, that is undeniable.

Children’s total viewing hours across Q1 this year fell by 34% year-on-year (YOY) for children aged four to nine years old, to an average of four hours and 31 minutes per week. Looking at kids commercial channels alone, viewing from kids four to 15 years old fell by an astonishing 50% Q1 YOY.

Do not, however, let the statistics trick you into thinking that this means TV is dead. The physical TV set is still as prominent in the lives of many as it has ever has been. True, there are many video services now competing with linear for attention across a multitude of physical platforms, as our audience of content chasers watch their favourite characters across multiple devices.

However, the TV set itself has diversified. Acronyms such as SVOD (Subscription Video On Demand), AVOD (Ad-funded), BVOD (Broadcaster), TVOD (Transaction), OLV

(Online Video) and POLV “(Premium Online Video) The reality are now commonplace for advertisers – but certainly is that no single not across the nation! channel in the ‘Fancy watching SVOD tonight?’ - a question no Connected one has asked – ever. In TV landscape essence, however, these are all, or at least all can has the scale be, considered Connected required to TV (CTV) services by definition – 'video content deliver the consumed on a TV screen, reach and delivered via an internet connection' (IAB Changing frequency the Channel). required of CTV is already a prominent part of the UK media landscape, and last year accounted for 38% of brand campaigns “ all viewing time for two- to 12 year olds. Netflix accounts for half of this, with other SVOD services such as Disney+ and Amazon Prime Video accounting for a further 9%. Advertiser-friendly solutions now command a 10% share of viewing, and this is only set to grow as new services find their way onto Connected TV platforms offered by Samsung, LG et al.

Compared with linear TV advertising, CTV services can come at a slight premium, however there are many advantages to using them, for example:

■ Increased Share Of Voice – fewer ads per 'break'. ■ Data led targeting – for non-kids’ audiences. ■ No BCAP restrictions – place licensed product next

to content.

■ Growth – we have reached a tipping point which

sees linear TV in potentially irreversible decline.

Therefore, where cost-effective to do so, we encourage advertisers to take advantage of CTV services. However, with the vast array of choice available, we encourage investments within GM On Demand, our programmatic service to navigate the CTV marketplace.

The reality is that no single channel in the CTV landscape has the scale required to deliver the reach and frequency required of brand campaigns. Working in combination however, they do. GM On Demand uses contextual data provided by KATS (Kids & the Screen) to select the most relevant content for your brand across the plethora of services, be that Sky Kids, CITV, Virgin Media, Kidoodle.TV, Happy Kids.TV, Toon Goggles, Ketchup, Pocket Watch, Moonbug or even Roku (to name but a few).

Utilising these platforms in good measure, alongside investments in YouTube (we estimate a third of the industry’s YouTube impressions are being delivered on the TV screen), and traditional linear TV advertising, will result in advertisers delivering comparable video marketing solutions to the age-old days of buying 1,000 TVRs and considering the job of building awareness done.

As the market continues to become more complex for advertisers to navigate, we at Generation Media will continue our investment in developing Optimus AI, through the integration of unique research from Giraffe Insights, and millions of data points from the thousands of campaigns we run annually. These tools combined with our expert analysis, help brands make better strategic decisions, ultimately leading to stronger levels of ROI

If you’d like advice or guidance on how Generation Media can help strategise your media investments, please contact us on the listed details. With a bewildering array of nontraditional TV options available for advertising and brand building, how best to fund the right mix? Alex Taylor-Smith, business development director at Generation Media on how to get the balance right…