Start with Audiences to Connect Your Cross-Screen TV and Social Advertising
Mar 09, 2018 • Josh Dreller
Marketers have known for years that there’s a special relationship between television and social media.
After all, social is the instant reaction platform for what we see on television. With 87% of people second-screening while watching TV and social app usage a primary activity, we often see that the biggest television events – from sports to the Oscars to politics to season premieres and finales – generate huge spikes in Tweets, Facebook posts, Snaps, etc.
The connection points are numerous: hashtags in commercials, social voting for reality show competitions, companion after-show discussions on social apps, etc. So, yes, these two channels – from a consumer perspective – are absolutely linked.
As the desire for cross-screen marketing intensifies, it makes so much sense that if a brand is going to start anywhere, it should begin by connecting the dots between their television and social channels.
With television evolving rapidly, marketers need to embrace new channels. “If you look ahead into the future, TV will be much more on-demand and more of it will be going over-the-top,” said Scott Rosenberg, SVP of advertising for Roku. “The network’s task will not just be driving audience to its linear channel, but to on-demand channels. Tune-in needs to evolve as an art and science.”
One of 4C’s founding missions has always been to help marketers to navigate the intersection of advertising in premium channels (such as TV and Social) and, for us, that road clearly begins with audiences; specifically, using the data from one channel to help with the targeting of the other.
Smart TV Audiences for Social are unique to 4C and are quickly becoming one of our most popular products. We make it easy for TV advertisers to extend their reach and impact into social and for social advertisers to leverage the power of television to energize their ads. These audiences are powered by the 4C Affinity Graph™ and cutting-edge, emerging datasets such as real-time viewership data from Inscape’s panel of 7.3 million smart TVs.
We currently offer two types of Smart TV Audiences:
- 4C TV Viewership Audiences let you target social consumers who have or haven’t watched specific TV programs, networks, and day-parts.
- 4C TV Reach Audiences let you target social consumers who have or haven’t been exposed to specific TV commercials.
4C clients can define and target Smart TV Audiences across Facebook, Instagram, Twitter, Pinterest, and Snapchat.
One of the most valuable attributes of social advertising for TV marketers is that social ads are clickable, TV ads are not. Our clients use their TV campaigns to drive awareness and interest at scale and then leverage paired social campaigns to engage and click away to their website or other content. It’s a great 1-2 punch to drive consumers through the funnel.
Example Use Cases for Smart TV Audiences
- Conquest competitors by targeting consumers on social who have recently seen your competitor’s television commercials.
- Increase your reach by targeting social users who haven’t seen your TV ads. With more and more people watching ad-free streaming services, the need for marketers to find new ways to reach consumers – especially younger generations – is becoming imperative.
- Drive tune-in to your network’s programs by targeting people who watched the show last season or who are currently watching similar themed shows.
- Use creative storytelling to reinforce your recent, big television campaign with social ads
- Support major sport sponsorship investments by targeting consumers who frequently watch certain leagues, games, and teams with bespoke ads relevant to those sports.
As you can see, there are a lot of ways to use these TV-to-social targeted audiences and our clients are coming up with new use cases every day. When you combine this powerful targeting with the creative and engaging ad formats available across the social sphere, it really demonstrates how cross-channel marketing can work to reach cross-screen consumers.