As reported recently in the NZ Herald, new research commissioned by NZ On Air has highlighted the further dramatic growth in reach of the various online video/AV media channels.
While this is not a new trend, the Where Are The Audiences? study – conducted by research agency Glasshouse Consulting – does shine a helpful light on Kiwis and our viewing habits, especially where digital marketing is concerned.
The ever-expanding reach of digital
The growth in share of digital channels comes as no surprise, given the all-but-constant presence of connected devices in our lives. Increased device processing power, more intuitive apps, improved high-speed/WiFi connectivity and lower costs have all contributed to audiences’ willingness to stream video content. Peripheral devices like the Google Chromecast, used to broadcast content streaming on a computer or mobile device to a TV, have also made more viewing formats available to more people.
Importantly, the survey covers social media as well as paid TV streaming services like Netflix and Lightbox. Primarily social platforms like Facebook, Twitter and Instagram now not only host their own video content, but also provide a funnel into more specifically video-focused sites like YouTube.
In fact, YouTube is now the most popular channel, site or station or channel among Kiwis, with 51% of all viewers in this country watching daily. (TV1 came in second with a very impressive 44%.) This YouTube figure covers all video content viewed on the site, from short clips to full-length TV episodes.
What’s the catch?
The important distinction when considering online viewing habits is between pay-TV content like Netflix, and free platforms like YouTube and other social channels. While pay-TV channels are growing in popularity, they tend to be ad-free as part of their value proposition.
The opposite is true of social media. With the exception of YouTube Premium, which is not wildly popular compared to the behemoth free version, social media channels are built on the premise of being free to users, while offering advertising space to generate revenue. In this sense, they could be considered to be replacing traditional free-to-air TV.
How do I make the most of this?
Where digital marketing leaves traditional TV behind, of course, is in the targeting.
While the free-to-air TV audience is in fact sitting stable (at 35% of total viewers watching daily), offering some perceived ongoing value, ads broadcast on these channels can only be tracked in broadest audience categories.
By contrast, digital video ads (shorter and often cheaper to produce than a standard TVC) can be far more targeted towards specific groups of customer. By using the demographic tools of each social media site, plus the ubiquitous Google Distribution Network, you can reach specific groups according to an ever widening set of factors like age, gender, location, interests or even cultural group. And on top of reaching a growing number of traditional TV-watching audiences, you can also be seen by social media users whenever they check Facebook, read their email or watch a quick viral clip on YouTube.
So how do you put your best foot forward with video content as a small business? This we will cover in our next blog, with some expert tips on both planning and execution.
In the meantime, to get the more out of your digital advertising dollar, get in touch with Ark Advance today.