Canadian TV viewing habits have changed, forcing marketers to alter their strategies and tactics. Today, TV is part of a bigger connected picture, influencing people now more than ever — in fact, 19% of Canadians subscribe to three or more OTT services, a number that has grown 58% during the pandemic.
The largest screen in the house has gone digital, so for marketers, having an omnichannel strategy that connects TV and digital consumption behaviours is key for optimizing reach and driving outcomes not traditionally associated with TV (such as conversions and footfall). That’s where MiQ’s Advanced TV solution comes in. The company has taken a unique approach that bridges the gap between linear TV, connected TV and digital to create a holistic approach to planning, activation and measurement.
By partnering with top-tier data and media providers, MiQ is able to offer marketers a new way to reach audiences programmatically across multiple channels.
The company connects consumer market data from Environics Analytics, combined with location data from Unacast, to generate insights for planning and activation. But for marketers, measuring results is the holy grail. Through their partnership with NLogic, MiQ connects linear TV data with online and offline consumer behaviours to provide stronger measurable outcomes.
Jason Furlano, SVP Commercial at MiQ Canada, says, “With access to data on such a granular level, we can drill down into insights and add extra layers of audience segmentation based on interests, proximity to a store, or the type of content being watched. This is where Advanced TV gets interesting, because we can target customized segments to drive better results that go beyond traditional TV KPIs.”
Optimizing campaigns towards outcomes, not just reach – such as online purchases or store visitation – is possible through targeting the highest value segments at the right frequency on the right platforms. Furlano explains this level of activation can’t be executed through a single self-service buying platform. This means the resource challenge is still a barrier for marketers trying to pull this off.
That’s why MiQ focuses on developing skilled teams and connected technology to execute Advanced TV campaigns. The company’s latest Advanced TV report delves into building effective campaigns that use multiple parts of the TV ecosystem to drive success.
As an example, MiQ recently executed Advanced TV with a Canadian pizza franchise that aimed to build brand awareness around their ethical and sustainable products, drive online sales, and increase deliveries in Ontario.
First, to drive brand awareness in key areas, MiQ ran connected TV ads targeted to Ontario households that were in close proximity to restaurant locations. More granular targeting was overlaid to reach audiences who had shown interest in ethical dining and sustainable brands, and audiences who had been to the brand’s restaurant in the last 90 days. To encourage more online sales and deliveries, mobile devices within households that were shown on the brand’s connected TV ad were retargeted with a clear call-to-action.
But it didn’t stop there. MiQ also delivered mobile ads to specific neighbourhoods (at a postal code level) that had seen competitor linear TV ads as a way to ensure the brand remained top-of-mind. This omnichannel approach increased conversions by six-times for the brand.
Furlano says that the Advanced TV capabilities enable marketers to capitalize on the data surge as people move between linear TV and connected TV, ultimately bringing them closer to true omnichannel advertising, and the improved measurability that implies. “At a time when marketing teams are especially pressed to produce tangible ROI, this is a huge opportunity for brands.”
For more information on Connected TV opportunities read the full report here