Advertising campaigns that combined digital advertising with traditional TV on average generate 16% additional incremental reach, according to Nielsen’s recently upgraded Total Ad Ratings system.
With more viewing happening on digital devices, networks and advertisers are looking for better data on deduplicated audiences. To deduplicate, data must be comparable so viewers who see ads on both TV and digital are not counted twice. Networks need the data because if impressions on digital platforms can’t be counted and optimized, they can’t sell them.
Nielsen’s Total Ad Ratings has found that TV continues to be the major driver of reach in cross-platform campaigns, with TV spots generating eight times as many impressions as digital video ads.
More people are using connected TV to watch programming. Nielsen said CTV (connected TV) accounted for a 3% lift to viewership of ads on top of those seen on linear TV, computers and mobile devices.
Younger viewers are more likely to see the digital part of ad campaigns. When cross-platform campaigns targeted 18-49-year-olds, Nielsen found they reached 59% of the 18-34-year-olds and that 12% of people between 18 to 34 were exposed solely to the digital components of the campaign.
In those campaigns, TV alone reached 62% of viewers age 50+, 48% of viewers 35-49 and 41% of viewers 13-17 but just 28% of viewers 18-34.
The measurement company announced that its Total Ad Ratings would include mobile and over-the-top audiences in January. Nielsen said that Total Ad Ratings combines viewers on television, smartphones, tablet and computers and uses its National Panel and Digital Ad ratings to provide deduplicated audience measurement and an accurate picture of campaign reach.
Source: Lafayette, J. (2019, March 4). Digital Gives Cross-Platform Campaigns 16% More Reach. B&C.
Editor’s Note: New findings about campaign reach.