In the last few months, we have seen a massive shift in consumer behavior, primarily driven by the COVID-19 pandemic. We have also seen a leap in the evolution of how streaming services and connected tv advertising has been able to provide brands with a new avenue for growth.
Many advertisers were forced to throw out their 2020 playbook and pivot their entire strategy in a very short amount of time. In the same fashion, consumer behavior drastically changed. Now, in many cases, they are stuck in the confines of their own home for long periods of time, consuming and interacting with media in greater volume than before. Combine this with the canceling of live sports and the increased adoption of the lower cost, cord-cutting revolution. The traditional TV buying model has been greatly impacted.
While the perception exists that consumers have an avoidance of ads, in reality, it is actually the opposite case. In a study by Integral Ad Science, 76% of U.S consumers willing to see ads in exchange for free streaming video.
This changing landscape will have a major impact on the traditional media buyer who has relied on broad targeting across specific shows, dayparts, and perceived markets. With video-on-demand, any time can be seen as the right time to buy an ad spot. Connected TV and streaming ad buys allow marketers to use data to influence their buying decisions and target the right user, at the right time, with the right message. And with this, the future of media buying…