Chairman’s Corner
October 22, 2021
Houston Auto Market News 2021 – Q4
February 8, 2022
Show all

So, Where are the Viewers Going?

Effectv explains viewership fragmentation and what you can do about it.

Viewership fragmentation continues to accelerate across premium TV and video as consumers demand greater flexibility in how, when, and where they consume content.

This fragmentation creates challenges for automotive advertisers trying to target specific PMA audiences. Many advertisers leverage multiple vendors to drive reach and frequency. Oftentimes, solutions are stitched together to maximize coverage which can create an excessive overlap in some areas and gaps in others.

How should automotive advertisers navigate this complex landscape?
You can address common challenges by working with the right media provider to engage potential customers at every stage, across platforms and devices, and minimize ad waste and ad fraud.

First, partner with a media provider with access to insights from first-party data and clear optics into what automotive audiences are watching, when they’re watching, and across what platforms and devices. This step is critical in ensuring that audiences can be accurately targeted, and performance can be measured and optimized.

Second, develop an understanding of how that media provider plans and executes buys across live linear TV, video on demand, and OTT. What are the targeting options for each? What differentiates that provider’s inventory, targetability, and measurement from others? How will the campaigns be optimized to align with your defined goals and objectives?

Third, it’s important to have a solid understanding of ad waste, ad fraud, and brand-safe content. Ad fraud and waste can be difficult to detect and challenging to stop. Brand safety matters and consumers pay attention to the content your ads appear alongside. Make sure your advertising partner has the correct policies in place to care for each.

Yes, video fragmentation is accelerating, but navigating the changing landscape doesn’t need to be another time-consuming responsibility.

Learn how Effectv can help your dealership efficiently reach the right audiences across all screens. Contact Anthony_Druilhet@comcast.com, 832-784-3320.