This is Class 2 where we will learn about Premium Content. In case you missed it, catch up on Class 1, Campaign Objectives.
The TV landscape is complex and constantly evolving. From the days of only broadcast and cable to today’s variety of advanced TV offerings, it is a challenge to keep up with the latest terminology. With a growing interest in ways technology can bring brands and audiences closer together, media buyers are left to figure out how it all works. To help you navigate this complex ecosystem, we’ve broken out the core elements of the TV landscape into a six-part series we’re calling TV Ad Tech 101.
What do we mean when we say ‘premium content’? Premium content refers to high-quality, professionally produced TV programming. Whether your audience is watching an episode of their favorite show, a movie, or sporting event, today’s premium content can be viewed across channels, media types, and devices. Premium content is typically part of a paid TV service or subscription.
Understanding the difference between TV content types is important when developing your media plan. Advertisers want to know that their ads – their brand and their messaging – are running alongside content that captures the attention of their target audience while adhering to their brand’s standards. So how do you know whether the content your ad will be featured within is premium? We’re sharing some of the best performing genres of premium content available on linear, CTV, and OTT media.
Premium Content Genres
To understand the TV landscape, you need to be familiar with what premium content is most popular with consumers. According to Statista, drama, action and comedy are among the top genres. However, while a genre may be popular with a large
r segment of viewers, it may not be popular with your target audience. Below are just a few ways brands can think about premium content.
Primetime Dramas: If your brand is looking to cast the widest net and reach audiences across a variety of demographics, primetime dramas may be a great option. Whether consumers are watching during the 8 to 11 p.m. time slot or on-demand, these programs tend to have high viewership.
Family Comedies: When trying to reach families, moms, or children, comedies allow brands to capitalize on co-viewing habits. For example, advertising during comedy shows could be a strategic opportunity around the back-to-school and holiday seasons.
Action & Adventure: Looking to reach an audience that enjoys physical activity, spending time outside, or a bit of thrill-seeking? Action and adventure shows can place your brand in front of many different types of viewers that may be receptive to your messaging.
Local News: In recent years, there has been a resurgence in viewership of local news stations, especially as younger Americans move to cities beyond the coasts and become more involved in political causes. In fact, Nielsen reports that today’s local news audience is “diverse, young and informed.”
Live Sports: As we emerge from the pandemic, audiences are eager to see a return to regular sports seasons. Additionally, as sports like women’s soccer continue to grow their fan base, more viewers will be tuning into live games.
Hobbies & Interests: Seeking fans of cooking, gardening, home design, history, or science? With the explosion of media types has also come an increase in the breadth of programming. Broadcast, cable, and CTV/OTT all offer shows geared towards these specialized interests.
Docu-Series: Newer to the scene are docu-series. While some multi-part historical shows have existed in the past, today’s docu-series span a variety of sub-topics including nature, true crime, and food.
Why It Matters
As the content universe expands, advertisers need to know what to expect from their placements. Ultimately, not all TV is created equal. When advertising on premium content, the viewing experience, engagement quality, and brand safety are a few of the key benefits, as compared to other forms of video advertising such as online video clips. The next time you’re planning a TV campaign, keep in mind that where and how the ad is viewed matters just as much as the impressions delivered.
Be sure to come back next week for Class 3 of TV Ad Tech 101, where you’ll learn all about the Viewing Experience.