What is it?
The balance between traditional broadcast TV adverts and broadcaster video on demand (BVOD) is a perfect example of why we need trading and investment tools alongside our measurement tools such as marketing mix modelling.
Traditional TV is bought nationally or by region. You specify a target audience and only pay when somebody in your target sees the advert, but many other people will also see the ad. Those people outside your target usually have a value too, they’re just not your absolutely ideal customer.
BVOD is more precise. You can specify target audiences based on traditional demographics like age and gender, or you can build more advanced targets such as people who have shopped for certain products. You can target postcodes, not just broad regions. You pay more for those features and there are no freebies - only the people in your target audience see the advert and every person who sees it costs you money.
Traditional broadcast TV is broad-based and cheaper. BVOD is precise and more expensive. We overlap your customer propensity models and store catchment areas with the audiences that linear and BVOD deliver, including exact costs per thousand, to show you the most efficient way to balance the two.
When is it used?
- Understanding how linear and BVOD duplicate or extend reach against your audience
- Creating an optimal TV plan, independent of media agency and broacaster trading deals
Why Sequence?
- Our TV optimisation tool is unique, removing the confusion between linear TV and BVOD metrics and putting them on the same clear footing
- Trading mechanics are built directly into the tool, including regional broadcast coverage and instant simulation of ‘free’ out-of-target reach you get from linear TV
- The generated plan is often a ‘best of both’, using linear TV in those regions where it is efficient and then BVOD to cover the gaps or to increase coverage where you have valuable potential customers
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