The behavior of content viewers is changing around the world. Now, instead of watching complete shows, the attention span of many people is shifting towards segmented content options. For example, you may have noticed that a part of a particular show gets millions of views. Whereas, the full episode often gets less viewership.
So, it is best for your businesses to leverage the online video streaming platforms in addition to television. Smart cable and internet bundles like Spectrum TV Choice offer viewers both types of cable and streaming content. So, creating a marketing campaign that includes both classic TV ads and modern ads on streaming platforms can be more advantageous for your business in the long run.
The Shift of Trend
The biggest reason why brands and marketers should utilize modern means of marketing is the shift in trend. As mentioned earlier, you have to be in a particular place to watch shows on television. And that’s one of the reasons why many companies are now going more towards shorter videos.
A lot of the famous shows are available on subscription-based streaming platforms. People often watch their favorite shows on Netflix, Disney Plus, Hulu, Prime Video, and others. So, the popularity of living room cable TV is dropping significantly.
Gradually reducing viewership means shrinking the audience which can ultimately lead to lesser engagement with advertisement and marketing campaigns. In other words, your efforts may not yield the type of ROIs you could be looking for.
Understand the New Trends
Apart from cable TV, there are a number of video-streaming platforms where the viewers are shifting. YouTube and TikTok are on the top of the list of platforms that are increasing in popularity. Similar short video features on Snapchat and Meta-owned Instagram and Facebook have rolled out “Reels”. The type of short video content across these mediums is essentially the same as TikTok and YouTube.
Before setting up your next video ad campaign, it is best to understand the platforms and the type of content people prefer watching. By considering these aspects from the start, you can design the campaign and optimize your efforts for a better ROI from these channels.
Make Video Ads a Part of Your Digital Strategy
Many companies take a completely different approach altogether of skipping video ads and content from their strategy. Most of these companies rely on website SEO and ads through written content and images. Some of them also make use of social media profiles for the same type of content.
The major lacking of this approach is to omit a type of content that pleases a massive audience. Many of the people on these platforms may prefer video content over other types. And if you fill the gap by incorporating video content for the purpose, you may have a better chance of converting the people you were missing out on. Therefore, it is best to include videos in your marketing funnel.
Hybrid Marketing Approach
While it is true that the viewership of television is decreasing, this does not mean excluding TV from your strategy. A lot of people still watch television for the news, events, sports, and much more. The commercials during the break are enough evidence of how alive TV marketing is even today. The willingness of companies to spend millions for an ad slot during the super bowl is a perfect example to show that cable TV is not dead.
So, instead of removing TV and cable marketing from the marketing campaign, you can create one where it is given its fair share. But at the same time, you should be willing to explore your, yet, untapped waters. YouTube has skippable and unzippable ads of different time durations. The ads on social media are also similar in this manner.
You can take a smarter approach to film, editing, and uploading similar video ads and use them across platforms. You can upload the same adverts in the ad space of cable channels and your online streaming platforms. This is just one example of how you can market on multiple platforms with a smarter approach. There is so much more you can do to create a hybrid marketing approach.
The Bottomline
The television audience is continuously dropping because of the ease of watching your favorite portion through a video streaming platform. So, what’s important for you is to not leave the digital out of your strategy. Also, you should include different mediums of content viewing like adding videos. Lastly, make a hybrid approach that combines digital and cable marketing for maximum results.
