BVOD – the ultimate reach extender
Posted on 16th July 2019 in Articles of Interest
Trying to get more reach? Here’s the answer you’ve been searching for.
Television has long been the king of reach. For decades, the platform has boasted unrivalled audience coverage and today, the average Australian watches 2 hours and 27 minutes of linear television per day as TV reaches almost 19 million Australians each week.
TV audiences remain incredibly valuable to brands. Where else could you put your product in front of a national audience of 2.6 million people – all watching the drama unfold live – as they did earlier this year when they tuned in to the finale of Married at First Sight?
There’s no denying television is experiencing fragmentation of its audience. Technology has led to an explosion of screens where television content can be consumed. According to the 2018 OzTam Video Viewing Report, there are currently 6.6 screens in Aussie homes meaning anyone can tune in anywhere, anytime whether that’s watching live linear TV in the lounge room, live-streaming on a phone or catching up on missed programs on any device.
And research shows that in today’s ‘TV is everywhere’ world, a combination of TV platforms is the ultimate way to maximise reach for your campaign. As part of ThinkTV’s research piece, The Benchmark Series, Professor Karen Nelson-Field established that advertisers looking to add a second channel to extend the reach of TV campaigns should look no further than Broadcaster Video on Demand (BVOD).
The research found that brands extending TV reach with BVOD see more than twice the sales impact compared to brands that combine broadcast TV with social video platforms such as YouTube and Facebook. This is because the inventory on BVOD generates more attention than inventory on social video. As the Benchmark research has consistently found, attention is key to generating a sales response, something that shouldn’t be forgotten in the cut and thrust of securing a better CPM.
BVOD also has the power to extend the reach of a campaign against some of the most popular broadcast content. Take the previous example of Married at First Sight. From this year’s stand out season, 17 episodes have attracted an OzTam Video Player Measurement (VPM) audience of more than 300,000 across a 28-day ratings window. And well after the final episode was broadcast on April 8, the program is still pulling in viewers. In the last seven days alone, it generated more than 300,000 minutes of viewing.
The story is consistent across the network broadcaster landscape for shows including House Rules, My Kitchen Rules, Home and Away, MasterChef and Bachelor in Paradise. All of this professionally produced, premium content continues to generate viewing well after its initial broadcast date.
And this is only going to increase as BVOD continues to break records left, right and centre from total minutes to most audience for a show. Since OzTam began measuring BVOD in 2016, the medium has experienced rapid growth of 63% year-on-year with an increase in viewing to almost 3 billion minutes per month. That’s the same as watching every one of the 13 Star Wars movies back to back, 16 times.
Based on this data, BVOD should be given due consideration in media plans involving digital video, either as a reach extender or as a sizable reach provider in its own right.
Complementing broadcast reach with BVOD is soon to be supported by a vastly improved measurement process driven by the introduction of Virtual Australia or VOZ, a database developed by OzTAM that combines broadcast viewing on TV sets and connected devices.
The opportunity is obvious for many advertisers, with more than 500 new brands from categories including auto, retail and FMCG advertising on BVOD in the past year. If your brand isn’t among them, perhaps it’s worth asking why.
News / Articles of Interest / 28th Oct 2019
By Kim Portrate, ThinkTV Published mi-3.com.au How can brands with shrinking budgets and increasing pressure to deliver dividends to shareholders be exceptional? The best way is to think about your […]
News / Articles of Interest / 22nd Oct 2019
Published marketingmag.com.au What’s the point of reaching millions if your message remains unseen, unremembered and the audience is left feeling less than compelled? ThinkTV’s Rowena Newman explains how to ensure […]
News / Articles of Interest / 9th Aug 2019
Published WARC Australian online home improvement marketplace hipages is making a big bet on TV – signing on as a major sponsor of season 15 of The Block, which will […]
News / Articles of Interest / 5th Aug 2019
Published Mi3 Former KFC, Optus and Commbank marketer Stuart Tucker has done the unthinkable for a digital pureplay targeting the $70bn market for tradies – he’s cut back paid search […]
News / Articles of Interest / 30th Jul 2019
By Kim Portrate, ThinkTV Published adnews.com.au While the debate rages on about Facebook’s My Screen report, ThinkTV’s Kim Portrate says the errors and withdrawal of the report aren’t the real […]
News / Articles of Interest / 24th Jul 2019
By Steve Weaver, ThinkTV Published AdNews There’s nothing like a robust, independent, factual research report to get the blood pumping on the first day of the work week and Monday’s […]
News / Articles of Interest / 17th Jul 2019
By Steve Weaver, ThinkTV Published Mumbrella Sport has a unique ability to create an emotional connection between brands and viewers, says ThinkTV’s Steve Weaver. And research shows advertising that stirs […]
News / Articles of Interest / 11th Jun 2019
By Kim Portrate, CEO of ThinkTV Published AdNews Australia’s broadcasters are far from “shortsighted” and missing an opportunity to unite, says ThinkTV’s Kim Portrate. Here she replies to comments about […]
News / Articles of Interest / 6th May 2019
By Kim Portrate, ThinkTV Published The Australian Monday is my favourite day of the working week. After a rousing cup of coffee and a quick walk with the dog, I […]
News / Articles of Interest / 21st Nov 2018
By Steve Weaver, ThinkTV Published Mumbrella When ThinkTV’s Steve Weaver discovered some surprising YouTube summer viewing figures, he decided to investigate how they really stacked up against television. As the […]