How TV Advertisers Can Get Smart About Cord Cutters

According to eMarketer, the cord cutters that were once only a small sliver of the US population will make up more than a fifth of households by the end of 2021 and around a quarter of households by 2022. And with the new generation of “cord nevers” entering the scene, there are no signs of this trend slowing down.

Brands know they need to have a presence on streaming platforms to engage these consumers and remain relevant and competitive. Let’s face it, cord cutters are no longer the younger generation of tomorrow. They are the heads of households and valuable shopper segments that brands simply cannot undervalue or ignore. 

But the question for TV advertisers is . . . where exactly are these pockets of consumers that aren’t reachable on linear TV?

Reaching the unreachables

One of the biggest mistakes TV advertisers make is looking at linear and OTT viewing separately. If the goal is to expand the reach of TV ads, a unified and detailed view across the entire TV landscape is the key to success.

For example, we work with one of the largest CPG brands in the world that has massive reach on linear TV – think nearly 50% of households. So, the options to find new viewers that haven’t already been exposed to the brand’s linear TV ads are slim to none.  The play in this scenario was to run ads across both linear and streaming, then analyze the data in a unified way to inform future media buys and optimizations. 

By bringing linear and OTT measurement together, the client was able to clearly identify linear only impressions, OTT only impressions, and the overlap.

This directional insight provided the confidence the brand needed to continually invest in OTT as a way to reach the untapped cord-cutter audience, and increase the frequency for its overlap audience.

Maximizing reach while minimizing waste

iSpot clients can also drill into OTT-only impressions by the specific publisher to determine where to invest in most. This enables them to achieve incremental reach in the most cost-efficient way.

In addition, they can look at conversions for OTT ads vs linear and the specific publishers that are delivering the most return. By analyzing TV campaigns in this way, brands can begin to understand the engagement level and value of OTT advertising and their cord-cutting customer segments. Watch the video clip for a glimpse at how HomeAdvisor uses iSpot’s unified measurement to analyze and increase the response rates of TV advertising campaigns. 

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About the Author

Kassidy Keller is Director of Corporate Marketing at iSpot.tv. She covers industry events, marketplace trends and all things Martech/Adtech. For questions and inquiries, please contact marketing@ispot.tv.

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