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Everywhere TV Means More Opportunities for Advertisers




tv everywhere

Last night I watched TV. I watched the Project Runway season finale live on my television. I watched The Rachel Zoe Project which I had previously recorded on my DVR. Later, I watched an old episode of a TV show on my computer through YouTube and I rounded out the night rewatching last week’s Vegas episode on my iPad using the CBS app.

That’s what they call Everywhere TV or UbiquiTV (ubiquity; presence everywhere or in many places especially simultaneously.)

The lines between TV and digital content are getting blurred. You can now watch original “TV” programs on Netflix in addition to reruns of old favorites. Even Amazon recently got into the “TV” production biz with their new pilot program.

The good news for advertisers is that all of this new video content means more places to put ads — ads that people will actually watch.

According to new comScore infographic, 12 to 24 year olds are 30% to 40% more likely to see a video ad than a display ad. On the younger side of the age range are the boys and on the upper side are the girls.

The video viewing audience is growing and last year, we watched 119 billion video ads. What’s fascinating is that we’re not even close to reaching a saturation point. 7 out of 10 video views are not being monetized. That’s money left on the table.

adspendingVideo ad spending is on the rise, but still, the majority of the money is going to TV commercials. Some of that is old school thinking at work. Then there’s the cost of a 30 second TV spot. The average TV commercial costs $350,000 to produce. Then there’s the cost to run it, which on an average TV show, is another $100,000.

How do we compare that to digital advertising? Digiday did the math. They figured out what kind of digital advertising you could buy for the same price as a $4 million dollar Super Bowl Ad.

  • You could get 100 million video impressions on Hulu.
  • An AOL or Yahoo homepage takeover for almost a week.
  • A Promoted Trend Tweet on Twitter for a full month
  • An 8-Day YouTube homepage ad.

Which would be better for your business?

I know you weren’t planning to by a $4 million dollar Super Bowl ad, but the point is made – digital advertising is still a great bargain. You can even make money without paying out a penny. Record yourself doing whatever it is you’re good at, put it on YouTube and monetize it with YouTube ads. Even if all you earn is a dollar, that’s a dollar you didn’t have before.

From big budget TV shows to that guy with a webcam and a dream – there’s gold in them there views. Are you getting your share?

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    Hey Cynthia. Nice article about “Everywhere TV”. I’m not much of a TV watcher myself, but the opportunity does “seem” to be a good one for advertisers. I usually hit the mute button when commercials come on TV and tend to do the same on YouTube video ads. So, I wonder if this is taken into consideration for those businesses (i.e advertisers) who are considering placing ads on these venues.

    According to the chart, TV is still ahead of the pack, but I do know that many people who have DVR’s will record the shows they want to see and watch them later. This allows them to “skip” the commercials and focus on what they are watching.

    I’m not saying that there won’t be anyone to watch those ads on the other media venues (YT, Hulu, etc.) as it’s a numbers game for the advertiser and if they are getting a good ROI with it, they will continue to buy more advertising.

    If I were to buy digital advertising equivalent to a $4 million super bowl ad, I would go with either the “Twitter” or “YouTube” option. :-)

    Patrick Whitson