The future of TV for marketers: On-screen vs second screens content — Devin Fallon // Tremor Video

Quotes

• “Linear screen is anything that is received through a dedicated line. This is TV as we have known it. Connected TV is any device that is connecting to a TV or could be the TV itself that is pushing a digital signal to access the content.” -Devin“For us, connected TV is often times the content or engagement with linear TV but with the measurement, targeting and accountability of digital. Part of that dichotomy, understanding the role of the connected TV if you play in a marketing campaign can be a little fraught.” -Devin“On the flip side, if we are dealing with the digital team or in some cases an integrated video planning team, they might bring to connected TV the expectation of a digital screen which often times can include lower funnel or attribution-based outcome expectation.” -Devin“Connected TV can really do all of these different things but it’s important to manage expectations. By that I mean we can use connected TV as a down funnel outcome driver for something like foot traffic to a QSR.” -Devin“We need to manage expectations that it’s not necessarily going to have the same degree of impact as a smartphone. It’s not the exact same value proposition but when leveraged the right way, connected TV can serve a lot of different functions along the funnel.” -Devin“From an audience and time spent perspective, this is where we are still seeing a lot of momentum behind the traditional paid TV. In terms of the time spent viewing, one recent number that I saw put it around 29% of TV viewership happening through connected TV or digital means and the remaining happens in a conventional or linear TV methodology.” -Devin“Increasingly, what we are seeing connected TV being used for and what we are recommending is complementing linear TV in a variety of ways. Some of which could involve trying to pick up the last 5, 10, 15% of your core audience that you are not getting with a linear TV buy.” -Devin“The completely different proposition to understand, you might be the same marketing manager, if you are not in the target audience, you should never see your ad on connected TV because it is such a personal experience to your audience member.” -Devin‘‘For us, it’s less about understanding what that show is and whether they have the same or different viewing habit. It’s more about understanding how can we reach what could be a niche audience at scale by working across many partners that make up our platform.” -Devin“At its base, what we are generally looking at as our guiding star is video completion rate similar to other digital video screens. That being said, on connected TV, we see by far the strongest completion rate of any screen.” -Devin “We generally see completion rates, as somewhat uniformly high across the connected TV ecosystem. What it then becomes about is understanding what metrics can we measure that is closer to a brand.” -Devin