For marketers, it’s all about the screen now. And while so much focus is on video, there is still power in television – and more power in maximizing campaigns that combine video with TV. The trick, as with all new media, is to do it right and there are multiple companies claiming that they hold the key.
One is Videology, an eight-year-old company that arrived at its current technology about five years ago and claims, according to Aleck Schleider, SVP of data and analytics, that it can help marketers deliver their message across screens in the most effective way. Videology helps travel companies (and other verticals) manage and work across TV and digital when it comes to finding their core audiences. Once that audience is found, Videology helps with driving results through advertising.
Using math and science, said Schleider, “we aim to understand the right allocation for a brand’s campaign. We use a lot of data from many sources to enable us to do this. We look at who the consumer is, what they are watching and how often, where they are, and what they will be watching in the future.”
And, yes, said Schleider, TV does have big reach and is valuable, but that is in large part because of its ability to drive viewership across other screens as digital exposure is often greater than TV exposure because of the potential multiplier effect.
The company targets these goals: increasing site visits by retargeting consumers already exposed to a TV campaign; driving webpage searches with a cross-screen TV and video plan; increasing incremental reach among an elusive younger demo by adding a complementary digital video component to a TV buy; and achieving greater sales results through smarter cross-screen targeting methods that leverage conquesting (countering a competitor’s message) and incremental reach strategies
As with all digital marketing, math and science take you only so far before human creativity enters the picture. That means deciding whether an ad should be 15 or 30 seconds; whether the actor is at a beach or a hotel room; and where to deliver which message — mobile, pc, television in what combination.
The prevailing pattern in travel, said Schleider, is that TV is an important way to drive brand and promotional awareness but advertisers need to realize there should be larger budgets applied to digital.
Whether it’s Videology’s technology or another company’s, the approach needs to be the same. With consumers spending an extraordinary amount of the day with their eyes on one screen or another, the winners will be those who understand what they are doing on all those screens, how one screen drives them to another – and what should appear on which screen when.
It’s a complicated business – but one that is necessary to understand and with a potentially big payoff.