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The Big Shift

When Everything Is TV, a Convergent Ad Strategy Is Necessary

2 min read

Read the full article at ADWEEK

by Drew Groner, SVP, Head of Agency and Client Partnerships, DIRECTV Advertising

Summary

  • The importance of omnichannel marketing is growing as consumers redefine what TV means, making it essential for marketers to adopt a convergent ad strategy.
  • Coordinating campaigns across linear and streaming platforms and creating consistent audience segments can maximize reach and efficiency.
  • Streamlining planning, buying, and reporting in a single platform allows for improved efficiency and helps marketers better reflect today’s media landscape.
convergent ad strategy

In the rapidly evolving media landscape, the importance of omnichannel marketing is growing as consumers redefine what TV means to them.

According to a recent DIRECTV report, more than half of consumers define TV as news and sports programming, streaming services, or channels like NBC and ESPN. Marketers need to adopt a more convergent ad strategy to keep up with these changes.

One critical aspect of the importance of omnichannel marketing is coordinating campaigns to maximize reach. National linear TV and ad-supported streaming services reach similar percentages of people aged 19-49, but to maximize reach, marketers must invest in strategies that use both linear and streaming. Marketers can better manage frequency and control overexposure by creating consistent audience segments and working with partners who can identify and reach consumers across platforms.

A convergent ad strategy can facilitate omnichannel success

Streamlining planning, buying, and reporting is also vital to reflect today’s media landscape. Combining linear and digital campaigns in a single platform allows for improved efficiency and reach. As the article states, “To maximize reach and manage frequency among TV viewers, marketers should consider a convergent TV approach, finding a balance between linear and streaming to best reflect the current landscape and set themselves apart from the competition.”

Embrace the importance of omnichannel marketing and read “When Everything Is TV, a Convergent Ad Strategy Is Necessary.

To maximize reach and manage frequency among TV viewers, marketers should consider a convergent TV approach, finding a balance between linear and streaming to best reflect the current landscape and set themselves apart from the competition.

Drew Groner, SVP, Head of Agency and Client Partnerships, DIRECTV Advertising

Citation: Drew Groner, S. V. P. (2023, January 30). When everything is TV, a convergent ad strategy is necessary. Adweek. Retrieved May 1, 2023, from https://www.adweek.com/sponsored/when-everything-is-tv-a-convergent-ad-strategy-is-necessary/


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