“In the United States, approximately a quarter of all TV consumption by people under the age of 34 occurs via internet-connected devices.”
Brian WIESER, Global President at Business Intelligence GoupM reminds us in his article – extracts from our last TV Key Facts issue, that we need to constantly challenge our beliefs about media, but also about our investment strategies. In this jungle of media platforms, content, and all possibilities to consume, let’s explore his advice for each marketer.
Reaching young audiences is critically important in many categories, such as game publishers, toy manufacturers and film studios. There are also many other marketers who believe that habits, brand affinities and aspirations formed in youth will continue through life. For example, the desire for a luxury car or watch is built over years and not precisely at the moment the consumers can afford to make such a purchase. For all of these marketers, reaching audiences when they are young is important, and so changes in media habits (which can be more pronounced among this group) are particularly concerning.
Television is the medium which was historically most widely relied upon to reach large audiences, including young people. However, television in its traditional form has undergone significant change, and so has consumption.
For example, in the United States, approximately a quarter of all TV consumption by people under the age of 34 occurs via internet connected devices. In digital we also have changes in habits to consider, as new media owners who emerge (for example, Snapchat or TikTok) often establish usage with young audiences much more than they do with older ones. However, despite the changes that are occurring within each medium, audiences – including young ones – are still reachable. It’s just that specific media owners, tactics or measurement may change.
With that context, an important question a marketer should always consider is whether any given medium can help satisfy their goals better than the next-best-alternative. Typically, TV in its various forms continues to outperform on metrics such as a campaign reach, or on contribution to sales or brand awareness. By contrast, digital still generally works particularly well when goals have direct-response-like elements. Other media generally retain their complementary status relative to these two core platforms, but in some instances other media could prove to be core to a campaign.
More generally, marketers should constantly reassess whether they are using the best channels to meet their marketing goals and broader business objectives. Marketers might look at competitors or peers for a sense of the choices those companies are making, but should not start their process by matching their budget allocations with others. Instead, they should look at media and marketing with fresh eyes and consider which tactics across all of marketing will likely be most helpful in driving or supporting desired outcomes. They should systematically explore alternative media platforms and marketing channels on an ongoing basis. Doing so will help ensure marketing contributes towards a company’s business goals regardless of any changes in habits from young and old audiences alike.
About The TV Key Facts
RTL AdConnect and RTL Group release the TV Key Facts, an essential study on media and advertising, analyzing the trends, challenges and opportunities of the media world, published annually. Produced in collaboration with Europe’s major audiences and advertising data collection institutes including Eurodata TV Worldwide, IAB Europe, IHS Markit, Tubular Intelligence, the TV Key Facts are available under multiple and complementary formats: a database, magazines and worldwide conferences. It will give you all information you need on broadcast and digital media covering most European markets, as well as China, India, Japan and the US.