90% of advanced TV cross-screen campaigns see online sales lift, analysis finds

Dive Brief:

More than 90% of advanced TV cross-screen campaigns saw online sales lift, according to an analysis of 100 such campaigns by 4INFO provided to Marketing Dive.
The campaigns included retail, consumer packaged goods, automotive and entertainment sectors. The highest offline sale lift was experience by a single financial services campaign that saw a 462% increase.
For retail, combined TV and digital campaigns brought an offline sales-lift results as high as 129% and a 146% increase in brand penetration. Households that were exposed to campaigns coordinated across both TV and digital boosted the result by an average of 32%.

Dive Insight:

Marketers are shifting their investments from traditional platforms like linear TV to digital, with video grabbing a large portion of marketing dollars. At the same time, advanced TV options are playing a more prominent role in marketing strategies, with audience targeting, cross-screen planning and buying, and addressability driving the investment. The 4Info report intends to show how marketers can coordinate efforts across linear TV, advanced TV and digital to drive results.

Digital media is projected to increase 16% in 2018, grabbing a 51.5% market share, with video growing 24.7%, according to an updated forecast by IPG Mediabrands’ Magna. At the same time, 58%of marketers are investing in over-the-top (OTT) or connected TV, 44% in programmatic linear TV, 40% in addressable TV, 35% in data-enabled linear TV and 32% in set-top box VOD, according to an Advertiser Perceptions' 2018 Video Advertising Convergence Report.

Two in five advertisers are leveraging data to target ads for audience buying and program buying across third-party platforms, satellite providers and multichannel video program distributors. But, despite the investment in advanced TV, just 53% of marketers plan and buy TV and digital video together, and only 40% buy bundles from multichannel providers, according to the Advertiser Perceptions research.

Live TV viewership continues to decline as the rate of cord-cutting continues to grow, leading to higher consumer adoption of smart TVs and set-top boxes. Eighty percent of U.S. households will be reachable by OTT this year, according to Magna forecasts. Blending TV and digital campaigns could help marketers target millennials, who show a fondness for live TV but also visit digital platforms. Forty percent of millennials said they had purchased a product shown or featured on a TV show, according to a Video Advertising Bureau study.