When is an audience not an audience? What marketers need to know when allocating video ad dollars
Posted on 6th September 2021 in Articles of Interest
By Kim Portrate, CEO ThinkTV
Published mi-3.com.au
There’s only one word to describe today’s video universe and that is vast. There’s 10 Play to 9Now, 7plus, Kayo, Foxtel Go, Foxtel Now, Paramount+, Netflix, Stan, Amazon Prime, Binge, iView, Vimeo, YouTube, Tubi, Disney+, Apple TV+, SBS On Demand, Stan Sport and Tik Tok. Australians are utterly spoiled for choice.
But the choice part is a bit misleading because while there’s a sea of choice for viewers, the video advertising options for marketers are much simpler.
When considering video audiences, marketers need only factor in the platforms that allow advertising. To uncomplicate the complex, there’s audience and then there’s available audience. Big shiny new audience numbers are enticing, but the truth is not all audiences are actually available.
It’s dead simple: the only video platforms that matter to marketers are the ones that carry ads.
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