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Media Consumption in 2016: The Omnichannel Experience

March 17th, 2016   ||    by Melanie Brown

The advertising industry has a lot on its plate. Between television, the internet, mobile, and VOD, there have never been so many ways to reach a user. However, the fact that there are so many channels available for media consumption, and so many options on all of those channels, audiences have also never been more fragmented.

Audiences are diverse, and their interests converge and separate instantaneously. As a result, the once infallible TV marketing campaign is no longer as impactful as it once was, and it’s on advertisers and buying teams to figure out how to more efficiently reach their audiences.

One of the biggest ad industry buzzwords over the past couple of years has been omnichannel advertising. Omnichannel advertising is the idea of marketing to the consumer, no matter what screen they’re on. An advertiser should be able to reach their ideal buyer via mobile, VOD, OTT, and online streaming services.

Before the concept of a “second screen” was mainstream, marketers and advertisers treated TV, internet, and mobile advertising campaigns completely different. Now, according to research from Accenture, 87 percent of consumers use a second screen, whether it’s a smartphone, tablet, or computer while watching television. The two are no longer separate.

So, how different are all these modes of advertising?

In truth, not very. The walls between screens are coming down, and focus for advertisers has become less on the mode of media consumption and more on the consumer themselves, explains MediaPost. The lines between digital display, mobile, and broadcast advertising are becoming more blurred.

In our multimedia, multiscreen, multichannel world, each user is developing a unique media consumption profile that then counters the idea of a blanket advertising campaign. To cope with this, networks and broadcasters have already begun to shift their focus to content rather than the channel. Networks everywhere are releasing their own content streaming services to capitalize on as much advertising revenue as possible.

The task for advertisers then becomes to tie advertising to that content, regardless of the channel it’s on. Investment in content allows the advertiser to collect richer data. The data in TV is still pretty rudimentary, but mobile and online data is incredibly in-depth.

From viewership data collected by streaming services, online video, and mobile outlets, it’s becoming easier for advertisers to not only create the profile of a target audience, but to target the ads to their audiences based on the way they like to view their content and when they view it.

Your audience may be watching the same network, but one group watches it during a live airing, one DVRs it and watches later, one watches on demand, and one streams it on their mobile device. In order to reach your full audience, you can no longer put an ad solely on the network. You have to marry it to the content.

Connecting advertising to relevant content ensures that an advertisement is reaching its full intended audience, no matter where they watch.

Audiences and the content they’re interested in aren’t changing; what’s really changing is the way they consume content. Omnichannel is quickly becoming the only channel for media consumption.

Contact Videa to learn more about achieving a unique omnichannel experience.

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