"That's a line that will drive the linear hardcore into testing the more addressable medium. Easing these concerns, the study compared the reliability of each platform in delivering what was paid for. BVOD was found to be the least risky of all video channels, delivering 20% variance compared with the median return. This was closely followed by linear TV with a variability of 24%."
"BVOD added a 4% increase in incremental adult (16+) reach to a linear TV campaign, a 6% increase for adult ABC1s and an 8% increase for 16-34s. It doesn't solve TV's youth exodus, but it does ease immediate concerns that the medium is losing its relevance. This audience is less likely to watch TV, but in the addressable medium, the chances of reaching them when they do were found to be one in three, compared with one in 13 on linear."
Campaigns that combine linear TV and BVOD advertising deliver higher effectiveness than linear-only campaigns. BVOD exhibits lower return variability at 20% versus linear TV's 24%, while social media shows the greatest variability among tested video channels. BVOD contributes incremental reach when added to linear: +4% adults (16+), +6% ABC1 adults, and +8% for 16–34-year-olds. In the addressable BVOD environment, the chance of reaching younger viewers when they watch is one in three versus one in 13 on linear TV. Ethnographic and videographic analysis identified additional factors that further boost campaign effectiveness.
Read at The Drum
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