Between traditional linear television and the rise of streaming services and premium programming providers, today’s consumer is watching more video content than ever. Viewers have seemingly unlimited choices as to what, when, and where they watch. For this reason, we approach media buying with a multi-screen mind set. Linear television is still the driving force behind our media strategies, but our buyers are also well versed in negotiation across multiple platforms, including digital streaming and video on demand. This allows us to build omni-channel, consumer-centric media plans that will reach your target consumer no matter how they choose to watch content.
The Omnipresence of Television
Despite echoed threats of cord-cutting, national TV remains the pinnacle of video advertising and the most CPM-efficient video option. Television also works as the great legitimizer, lending instant credibility to your brand in a way that digital advertising can’t.
Feld Direct uses TV as a campaign work-horse to drive response and generate sales. National cable is DRTV’s bread and butter, but we also buy local cable and broadcast, syndication, satellite, and regional cable.
Emerging Opportunities: OTT and Streaming
Time spent with video content continues to climb among American adults. They’re simply shifting their viewing habits to non-linear platforms. In 2018, 67% of viewers had access to internet enabled TV-connected devices in their home, up from 61% in 2017 (Nielsen). The number of OTT-only households has tripled in the past five years and is now more than 11% of all US households. These trends are expected to continue their dramatic growth in the coming years.
We build media plans that include a mix of traditional TV and OTT/streaming platforms when appropriate for the product or service. But no matter the screen, tracking and attribution remains our top priority. Our marketing science team builds and utilizes cross-channel attribution models that measure response and spur learning.
Every Dollar Counts
Over the course of their extensive careers, our buyers have developed close relationships with representatives across all networks and platforms, giving us the ability to negotiate efficient rates and get an inside view on market trends.