RTL AdConnect and RTL Group’s 24th edition of Total Video Key Facts provides facts, figures, insight and best case solutions on Total Video. This research compendium hands over the keys to navigate in the international media environment, focusing on the latest global results including audience developments, measurement approaches, ad tech innovations, ROI generation, ad fraud prevention and brand safety. Here are 10 ‘Must Do’ Total Video Guidance Lessons about total video taken from the survey, to help global brands make the most of total video in 2018.
• Place linear TV at the heart of your Total Video strategy
Linear TV is again on top of overall media consumption with over four hours’ worth of daily viewing time among European Adults (+21 min in 10 years, +39 min in 20) and TV maintains a penetration rate of 91.5%. Worldwide, linear TV consumption is stable, with three hours daily viewing on average, while TV‘s daily reach is the highest among all media: in most European countries, it ranges between 70% and 80% of the total population, every day.
• Optimise your coverage by using online VOD in addition to linear TV
TV is no longer television only - it’s total video.
Using all screens and VOD in addition to linear TV allows advertisers to reach light viewers and optimise the penetration of any campaign, especially among younger target groups: 50% of TV viewers using digital screens are young adults, against 17% for the TV screen, for example. TV is also benefitting from other screens usage: in France, TV viewing on digital screens is estimated to come in at 20% of its monthly reach, in the Netherlands it’s 50%. With 900 million 4G terminals in 2017, the smartphone is now officially ‘the Second Screen’, with the highest penetration rate (66%) behind television (91.5%), enabling TV consumption “anywhere any time, on any device”.
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