As the video ecosystem continues to expand, channel and partner complexity has become more difficult to navigate. Traditional linear, over-the-top (OTT), connected TV (CTV), TV everywhere, addressable linear and video-on-demand are all options when building out a video-focused media plan. That’s why we recommend advertisers take a nuanced approach based on each platform’s relative benefits and advantages, which can include specific audience concentrations, reach, cost, targeting ability, and others. Each plan and execution should look different depending on the goals.

For example:

To drive brand impact and engagement…
We recommend a multi-partner, full-funnel plan to drive maximum impact. For example, for one client we developed a plan anchored by national, high-impact linear TV placements, including the coveted “A” and “Z” pod positions. While high impact, these placements are also expensive. Therefore, to increase overall reach and exposure, expand the audience, and enhance efficiency, we augmented linear TV with OTT (Hulu and YouTube) and social video placements (Facebook and Instagram). By tapping into each platform and channel’s ability to deliver impact, audience precision and cost efficiency, the plan delivered on key brand (e.g., reach, awareness) and engagement metrics (e.g., site traffic) well within target economics.

To drive direct response and ROI…
There are various formats that have proven effective at driving efficient direct response. Among them are YouTube’s TrueView for Action and Facebook/Instagram’s Stories format. Both formats allow for precise audience targeting and variable pricing, which helps campaign managers and platform algorithms optimize against target CPA and ROI levels. Another advantage is that it’s easy to test before scaling investments, rotate audience groups to measure relative response, and change campaign structures midstream. By using these levers, we’ve seen brands achieve up to 200% lifts in ROI.