The Shift in Media Consumption and Rethinking Media Strategies

As quickly as media is evolving, the way users consume it is perhaps changing even faster. We live in a multi-screen world and our attention is constantly divided. A study conducted by Deloitte Digital Democracy Survey earlier this year found that 90% of respondents multitask while watching TV. Millennials and Generation X users actually perform an average of three other activities while watching TV, including surfing the web, reading email, and text messaging. Considering that it takes an average of three or more exposures to an advertiser’s message before consumers take action, it’s now becoming more important to bulk up a media buy’s frequency and leverage cross-platform advertising to register in the minds of the ADD public.

Binge-watching, defined as watching three or more episodes of the same series in a single setting, is becoming increasingly more popular in our culture. The Deloitte study found that nearly one-third of consumers are now binge-watching episodes at least once a week. Called the “Netflix Effect,” more and more consumers are shifting their media habits to streaming video services—with 56% of adults now streaming movies and 53% streaming television on a monthly basis, compared to 45% of consumers preferring to watch television programs live. 

What Should a Poor Marketer Do?

The shift in media consumption isn’t surprising, but it backs up the need and importance to have smart, integrated media strategies included in the marketing mix. After all, even the most powerful creative work is ineffective if it goes unseen. The consumer shift to digital content doesn’t negate inclusion of a strong broadcast buy, too. According to Nielsen’s 1Q 2015 Report, traditional broadcast radio and television still have an extremely strong reach among adults. Many reports predict broadcast advertisers are actually spending more on broadcast television this year than last, accounting for a little less than 40% of total ad spend in 2015. That strategy makes sense based on TV’s impact, and the shift in media consumption backs up a need for a stronger frequency and even better targeting.

Programmatic marketing has been a media buzzword for a few years now, specifically pertaining to digital media. It offers advanced targeting opportunities taking into account a person’s past online behaviors and predictive behaviors so advertisers can target consumers based on age, gender, household composition, household income, if they appear to be shopping for a specific type of product, and a number of other elements.

Rentrak is taking that same approach with television to compile data much deeper than the typical ratings data historically used to measure broadcast buys. Rentrak’s data allows agencies like Oliver Russell to better measure and analyze buys to ensure we’re reaching the right audience based on over 4,000 different segments like age, sex, household income, household composition, brand preferences, purchasing behavior, or even political leaning. It’s a much smarter approach to buying than analyzing rating points against the traditional Adults 25-54 or Adults 18-49 demo.

The Art of a Well-Crafted Media Buy

The takeaway from all of this is: media isn’t something that can be pre-packaged. It’s a science, and requires careful examination of the target audience and an understanding of the various market nuances. Media consumption is changing, and the opportunities to target consumers are continuing to advance as a result. It’s important to have someone who knows what they’re doing to develop an integrated media strategy, understands the strengths and weaknesses each form of media has, and has a passion for digging deeper into the numbers to complete the puzzle. If you’re interested in developing a more strategic and integrated marketing approach please contact us to discuss more.