In a recent article in the Financial Times, media writer Emily Steel points out a new study that shows that US television advertising campaigns are failing to reach a large portion of their target audiences. “Using figures from Nielsen and Kantar Media, ad targeting company Simulmedia has found that in many cases as many as three-quarters of marketers’ TV ad impressions are viewed by just 20% of their target audiences,” Steel wrote.
This is not news to us at Outcast. Our busy, on-the-go audience spends less time watching TV, and more time working, exercising, socializing and running errands – they lead demanding lives and they don’t have very much down time. When they do watch TV, they watch it on a time-shifted basis and they fast-forward through commercials, you have to reach this audience where they live – and they live on-the-go. We capture them at the pump with engaging content and targeted messages that help to keep them informed and entertained.
According to the article, in spite of the fragmentation of audiences across new media, TV ad spending remains the bulk of many companies’ ad budgets. “US advertisers are expected to allocate 42.2% of their total spending – $64bn – to TV ads this year, an increase in the 39% share five years ago, according to WPP’s GroupM,” Steel wrote.
In today’s rapidly changing media landscape, marketers have to think strategically about how consumers view media and how to most effectively reach them to tell their brand stories. As the new research provides further evidence of the shortcomings of TV as a medium for reaching broad audiences, here at Outcast we have the solution. Outcast delivers a platform that reaches 29 million affluent, active on-the-go viewers monthly in the top DMAs nationwide. With specially curated content that speaks directly to consumers who are out running errands and on the path to purchase, the most forward-thinking tech-savvy advertisers are already reaching viewers at the pump with Outcast.
To read the article in the Financial Times click here.
by Mary Lisbeth D’Amico www.Clickz.com May 16, 2013 The company’s target audience is what he calls “adventurous spirits” – active, outdoor-driven people, many of whom are males between [...]Keep Reading »
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