Sports are coming back to TV. It’s an election year. Many brands that went dark in March are returning to the air. It’s shaping up to be a competitive couple of quarters for TV advertisers. What’s a brand to do, with sales goals to meet in a short period of time?
For advice on this topic, we sat down with Tom Eaton, our SVP of TV and Programmatic Solutions. Other than growing a quarantine beard, building a garden bed and cooking for his family (you might think he was a Millennial), Tom has spent a lot of time talking with the big players in TV and streaming to discern what opportunities are available for CPG brands in the second half of the year.
WITH ALL OF THE GROWTH IN STREAMING, SHOULD MY BRAND FOCUS MORE ON THIS FORMAT?
At NCS, we love advanced TV. That being said, it does come with its own set of challenges. Much of the streaming growth has come from Netflix, which is not ad-supported, and there are many disparate platforms for an advertiser to work with. Linear TV is still the best format for reach, which is essential to growing your brand. Take a listen to what Tom has to say on the topic (and afterwards, don’t forget to reach out to him with any questions or just to let him know if you agree).
IN A COMPETITIVE MARKET, HOW CAN I ENSURE MAXIMUM IMPACT FROM MY TV ADVERTISING?
This March, many advertisers pulled, paused or reduced their budgets in response to the COVID-19 pandemic and the uncertainty that came along with the spread of the virus. But now we’re in the second half of the year and we see that consumers are buying CPG brands at an elevated rate (in June spending was 17% higher than the same month in 2019). With the heavy competition for linear TV advertising spots that will result in a tight market, it might be a good time for advertisers to tackle the challenges that come with advanced and addressable TV advertising. These platforms might not deliver the reach that comes with linear TV, but will allow brands to really hone in on the audiences that are most likely to respond to advertising. With reduced budgets and a small window of time remaining in the year, it’s critical for advertisers to efficiently and effectively reach the right buyer with their campaigns.
To see how two brands were able to find the right buyers with linear TV, download our case study.