Maximizing Reach: The Power of a Total Video Approach

How people consume content continues to shift dramatically over time. Traditional linear television is a dominant source of entertainment, however now it also shares the spotlight with digital platforms such as streaming services, social media, and online video. Despite these changes, both remain critical channels for advertisers looking to maximize their reach and impact. 

The Shifting Media Landscape: Linear vs. Streaming

Just as technology evolves over time, the media landscape has expanded over the past few years. Audiences now have more choices than ever to consume video content, which brings challenges for advertisers trying to reach specific target audiences. 

The key for advertisers today is not choosing between TV and streaming—it’s about combining the two to maximize reach, engage diverse audiences, and increase overall campaign effectiveness.

Why Combine Linear and Streaming in Your Campaigns?

To maximize your brand’s reach and resonance, finding the right mix of linear and streaming TV can be a game-changer. Here are some of the key benefits of running campaigns with what LWD calls a “Total Video” approach:

1. Broader Audience Reach

One of the primary advantages of building out a total video strategy is the ability to reach a broader, more diverse audience. Linear TV is an effective channel for achieving broad demographics, especially during live events and primetime slots. These moments can create shared viewing experiences that attract millions of viewers simultaneously, which is valuable for brands seeking to generate mass awareness.

On the other hand, streaming allows advertisers to reach niche audiences and younger demographics who have shifted away from traditional TV. Streaming platforms are particularly effective at engaging younger generations and cord-cutters; many prefer on-demand content and consume media through mobile devices, smart TVs, or laptops.

By combining Linear TV and streaming together, advertisers can reach their full breadth of consumers, regardless of their media consumption habits.

2. Targeted Advertising and Personalization

While Linear TV is ideal for mass exposure, streaming can support a more targeted advertising experience. Streaming services collect vast amounts of data on viewer behavior, preferences, and demographics, allowing advertisers to deliver highly targeted and personalized ads. This helps advertisers to deliver their message to the right audience at the right time.

For example, a streaming ad for a new recipe app could be shown to users who have previously watched cooking shows, making the ad more relevant and impactful to that viewer. 

By combining TV’s mass reach with streaming’s precision targeting, advertisers can create campaigns that maximize exposure while delivering personalized experiences to key consumer segments.

3. Cross-Platform Consistency

Consistency is critical to successful brand messaging. When TV and streaming campaigns are aligned, they reinforce the same brand message across multiple platforms, creating a seamless experience for the consumer. This cross-platform consistency strengthens brand recall and helps consumers recognize your brand no matter where they encounter it—whether on their living room TV during a primetime broadcast or on their laptop while streaming a show.

Cross-platform campaigns also allow for creative storytelling. Brands can craft a narrative that begins on TV and continues online, deepening engagement and offering consumers a more immersive brand experience. For instance, a TV commercial might introduce a new product, while streaming ads provide more detailed information or interactive content that drives further engagement.

4. Improved Engagement Metrics

Another significant benefit of combining linear and streaming channels for a campaign is the ability to track and analyze engagement metrics more effectively. Traditional TV ad metrics include general estimates for reach and Gross Rating Points (GRPs). Streaming platforms can provide advertisers with demographic, geographic, and customer behavior metrics as well as more performance-related analytics, including impressions, completion rates, cost-per-completed-view, and view through conversions.

These insights allow advertisers to measure the true performance of their streaming campaigns in real-time, making it easier to optimize creative assets, adjust targeting, and reallocate budget to maximize impact and return. Furthermore, by comparing engagement metrics across linear and streaming platforms, advertisers can better understand how their audiences interact with their content and fine-tune their overall campaign strategy.

Best Practices for Total Video: Combining Linear and Streaming Campaigns

To effectively combine linear and streaming campaigns, advertisers should consider the following best practices:

1. Develop a Unified Strategy: Ensure that your linear and streaming campaigns are aligned regarding messaging, tone, and creative assets. The goal is to create a cohesive experience across both platforms so consumers encounter the same consistent message no matter where they see your ad.
2. Leverage Data: Use performance data and analytics to inform your overall TV strategy. 
3. Optimize for Each Platform: While it’s essential to maintain consistency, make sure your ads are optimized for each platform. By tailoring your creative approach to fit the strengths of each medium, you’ll see a positive effect in performance metrics.
4. Monitor and Adjust: Continuously track the performance of your campaigns across both platforms and don’t be afraid to make adjustments in-flight.

The lines between linear TV and digital streaming have blurred in modern media. Audiences now engage with content across multiple devices and platforms, making it essential for advertisers to embrace a combined approach. By leveraging the mass reach of TV alongside the personalization of streaming, advertisers can maximize their impact, deliver targeted and engaging ads, and build stronger connections with diverse audiences.

The future of advertising lies with brands that can achieve a comprehensive media strategy to reach and resonate with consumers wherever they are.