In today’s fragmented video media landscape, reaching your audience frequently enough to ensure message recall and move voters can be challenging.
To make sure you are winning, and not just checking the CTV/OTT box, it’s important to stay focused on three goals:
- Reach the entire audience;
- Ensure effective frequency of exposure; and
- Accomplish both within a reasonable budget.
The Afterthought Approach
A large number of consultants focus on a generic CTV/OTT line item to complement their traditional TV and cable advertising. This is done almost as an afterthought.
Ultimately, they often recommend buying a small segment of the digital advertising networks where inventory is available, which represents only a fraction of where your audience consumes media. This means you risk missing a significant portion of your audience.
Furthermore, relying solely on expensive CTV/OTT inventory makes it challenging to achieve the necessary frequency without overspending.
The Holistic Media Approach
A holistic media strategy, or is essential for reaching your entire audience at an effective frequency that enables you to drive message recall and persuasion.
Here’s an example of how a holistic approach can help you not just check the box, but win:
- 360-Degree Video Strategy: Include YouTube, Hulu/Disney, Peacock, Roku, Vizio, Scripps, Paramount, live sports programming and all streaming platforms where your audience spends time. This ensures broad reach across multiple viewing habits.
- Cost-Effective Programmatic Ads: Utilize programmatic banner and preroll video ads to increase frequency after initial exposure through top-tier video platforms. This method maximizes budget efficiency while reinforcing your message.
- Engaging Social and Native Ads: Lock in audience engagement with targeted social media and native ads, ensuring your message resonates and sticks.
The Consequences of an Incomplete Strategy
If your media team treats digital streaming as an afterthought, you risk underperforming on several fronts. Generic CTV/OTT lacks the advanced targeting, quality control and higher quality that other inventory offers—resulting in ads that are neither seen nor heard by the right people at the right time.
Winning with Message Recall
In the end, a comprehensive digital media approach is not just nice to have, it’s a necessity for any campaign aiming to reach its full potential.
By diversifying your media mix and strategically balancing cost-effective and premium inventory, you ensure your message is seen, heard, and remembered by the broadest audience possible.
The ultimate goal? Do the only thing that matters: WIN.
Contact Arena and let our experts put together a winning holistic strategy for your campaign that will improve message recall and persuade your audience to support your cause.
