{"id":2035,"date":"2021-11-23T12:57:07","date_gmt":"2021-11-23T17:57:07","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/11\/23\/the-value-of-a-regional-approach-to-streaming-tv-media-buys\/"},"modified":"2021-11-23T12:57:07","modified_gmt":"2021-11-23T17:57:07","slug":"the-value-of-a-regional-approach-to-streaming-tv-media-buys","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-value-of-a-regional-approach-to-streaming-tv-media-buys\/2035\/","title":{"rendered":"The Value of a Regional Approach to Streaming TV Media Buys"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jason Swartz, VP, Advanced Advertising &#038; New Business for National Sales, <a href=\"https:\/\/www.nyinterconnect.com\/\">New York Interconnect (NYI)<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In recent years, the TV landscape has expanded in every way: The way viewers consume content has expanded to all screens across all devices. The data we have on viewers has expanded to become more robust than ever before. And, of course, the provider landscape has expanded beyond anything imaginable just a decade ago.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s hard to believe that, once upon a time, there were just three networks. Cable entered the space, and that provider count ballooned significantly. Now, streaming platforms have taken the TV competitive landscape to an entirely new level.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These trends, of course, have not gone unnoticed by advertisers. These days, most successful brands have begun building streaming into their linear media buys and overall campaign strategies. But in reality, we\u2019re still just barely scratching the surface of what\u2019s possible when it comes to tapping the power of growing streaming audiences.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As ad spend to reach streaming audiences grows, one of the major trends we\u2019re seeing emerge on the path to channel maturity is regionality. Regional buys, targeting streamers specifically, are quickly becoming the next logical step in a comprehensive media campaign.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I had the pleasure of discussing the evolution of TV advertising at Advertising Week New York last month during the panel &#8220;Advertising to Streamers: Why Regional Buys are on the Rise.&#8221; The panel\u2019s discussion focused not only on the benefits of regional buys, but also the higher-level shifts being seen within advertisers\u2019 media buys, as well as the latest trends in multiscreen buying, audience targeting and cross-platform measurement.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIf you want to maximize your reach, you need to add streaming into the mix nowadays,\u201d said Brad Stockton, SVP, US National Video Innovation at Dentsu International. \u201cAll demographics, all walks of life are watching streaming content. You need to have streaming content as a part of your omnichannel strategy.&#8221;<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Stockton further noted that taking a regional approach to streaming buys can help advertisers get far more strategic in their planning and optimizations.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Carolyn Sheflin, VP, Advanced Advertising, at Spectrum Reach, concurred. \u201c&#8217;Streaming is TV,\u201d she said. \u201cThe definition of TV is changing to include new platforms now&#8230; Our advertisers and all of our clients are just trying to figure out how to get the right message in front of the right person, and that includes streaming platforms as well as linear television.&#8221;<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Sheflin noted that Spectrum Reach research has found that added streaming to linear buys has been found to increase overall reach by 28 percent for its clients, both on a national and local basis.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This echoes what we\u2019ve seen at <a href=\"https:\/\/www.nyinterconnect.com\/\">New York Interconnect<\/a> as well. Brands initially turned to a national buy to secure the streaming audience and\u2014as the streaming segment continues to expand\u2014have now discovered the benefits of market-to-market execution, including data, targeting, reporting and exclusivity.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019d like to again thank the leaders who joined me on stage at Advertising Week: Carolyn Sheflin, VP, Advanced Advertising, at Spectrum Reach and Brad Stockton, SVP, US National Video Innovation at Dentsu International. Thanks for a great conversation! If you\u2019d like to view the entire panel session, check it out <a href=\"https:\/\/newyork.advertisingweek.com\/aw\/schedule\/session\/-239-2021-10-18-1030-new-york-interconnect\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Regional buys, targeting streamers specifically, are quickly becoming the next logical step in a comprehensive media campaign.<\/p>\n","protected":false},"author":7,"featured_media":2036,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5,6],"topics":[2],"class_list":["post-2035","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ 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