Online video ads are being viewed on TVs. The way that people watch TV and online video is changing fast. While the TV remains the best screen for video advertising, viewers are moving away from cable to streaming with connected TVs (CTV) and over-the-top (OTT) devices such as Roku. To keep in step and maximize your advertising dollars, to keep your ads in front of TV viewers, you need online video.
Traditional TV Ratings are Down, But…
Cord-cutting. If you’re not familiar with the term you should be, and you might even want to try it yourself.
We have been tired of high cable bills forever, but we’re addicts. With no other option, we just sucked it up and kept paying. When online viewing became an option, it was too limited to pull most viewers over. Who wants to give up their big screen and do their primary viewing on a little computer screen or a phone?
That’s not an issue anymore. CTVs and OTTs can give you all the premium shows right on your TV, plus an unimaginable amount of content that’s not available through cable or satellite services. And the price is right. In fact, a lot of the content you get is free if you already have internet service.
TV watchers are “cutting the cord” with their cable companies without losing their favorite shows. At the same time, they’re watching their other online content on their TVs.
YouTube is a great example. AdAge reports that TV viewers are YouTube’s fastest growing audience, with viewership on TV screens increasing by 90% in 2016 vs 2015, and expected to grow another 90% this year.
More OTT Viewers Watch the Entire Ad
According to a recent report by FreeWheel, OTT viewers complete more ads than other types of online viewers. 98% of OTT viewers watch the whole advertisement as opposed to 91% of tablet users, 86% of smartphone viewers and 84% of those watching on a desktop.
What it Means to You
Online video marketing is more important than ever. This is how your reach TV audiences now. This is how you keep reaching the traditional TV viewers who have dropped out. According to the FreeWheel report, traditional prime-time TV ratings dropped 24% from May 2013 to May 2017, while prime-time viewing on OTT devices grew.
Don’t miss out on the opportunity to reach this growing audience. Call or email us today to learn how we can create an online video strategy to market your practice.