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New Nielsen Study Illustrates the Importance of Cross-Platform Campaigns with Linear, OTT, and Digital

Whether your business is a local grocery store, a regional auto dealership, or a major university, with Nielsen’s latest insights, it’s clear that advertisers need to consider running cross-platform campaigns with TV, OTT, and digital advertising.

Meredith Cunningham Published: March 12, 2019
New Nielsen Study Illustrates the Importance of Cross-Platform Campaigns with Linear, OTT, and Digital image

How does your brand reach consumers between the ages of 18 to 49? Do you advertise through Linear TV? What about streaming media? How is your brand reaching a digital audience?

A new study from Nielsen collected data from advertisers that ran campaigns across TV, Over-the-Top streaming (OTT), computer, and mobile, and found that the best way to reach the 18-49 demographic is with a cross-platform ad campaign that serves ads across both TV and digital. In fact, a campaign like this reaches 59 percent of audiences in the country, with only 12 percent being reached via digital only.

The other interesting finds from the study reveal:

– Linear TV is still the best way to reach the 18-49 demographic, as it drives 8 times more impressions than digital campaigns alone.
– Digital Ads bring an incremental 16 percent increase in total reach of cross-platform campaigns.
A separate study found that Connected TV devices bring an incremental reach of 3 percent on top of Linear and Digital in the 18-to-49 demographic.

The Importance of Cross-Platform Campaigns

Whether your business is a local grocery store, a regional auto dealership, or a major university, with Nielsen’s latest insights, it’s clear that advertisers need to consider running cross-platform campaigns with TV, OTT, and digital advertising.

From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Click here to start building a campaign unique to your brand.

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