The line between TV and online video has become blurred. People watch broadcast channels, streaming services, video platforms and social feeds, often on the same screen. For advertisers, the question is no longer TV or online. It is how to combine them sensibly.
Understand what each does well
- Linear TV can reach large audiences at the same time and often carries a sense of scale and credibility.
- Broadcaster streaming services offer TV-style content with more flexibility in targeting and scheduling.
- Online video platforms such as YouTube can reach specific interests and audiences who watch less traditional TV.
- Social video fits into feeds and tends to suit shorter, faster formats.
Start with the audience
Different audiences split their viewing in different ways. Some still watch plenty of scheduled TV. Others watch mostly on demand or on mobile. Use the best audience information you have to understand where your target viewers spend their time, and plan accordingly.
Plan for combined reach
The same person may see your ad on TV and online. That overlap is not always a bad thing, but it helps to know how much is happening. Aim to use each channel to add reach among people the others miss, as well as to build frequency where it is useful.
Adapt the creative
An ad designed for a big screen may not work well on a phone. Consider different cuts and lengths for different environments. A longer version might suit TV and streaming, while shorter edits with clear branding early on may suit online and social placements.
Measure across channels
Measurement for TV and online video has historically been different, which makes comparisons tricky. Agree in advance how you will judge the combined campaign. Look at overall outcomes, such as sales, brand search or website visits, rather than only channel-by-channel metrics.
The right balance depends on your audience, budget and goals, and it will change over time. If you would like help planning video across screens, the Northpeak team would be happy to talk.
