New Effectv Research Unveils Key Components of Success Across 40,000 High-Reaching Multiscreen Campaigns

The analysis identifies critical elements underpinning top-performing multiscreen campaigns, revealing that 88% included FAST channels and 96% included news.

Effectv released the results of new research examining the shared components of the highest reaching multiscreen campaigns, and recommended a set of specific tactics that can help advertisers maximize audience reach across platforms and services.

“In this evolving multiscreen landscape, it’s about reaching and connecting with audiences wherever and whenever they may be watching. By staying attuned to data like this, advertisers can make well-informed decisions to maximize their advertising investment.”

Effectv evaluated approximately 40,000 monthly ad campaigns airing across traditional TV and streaming content. Of those, the 1,000 highest-reaching campaigns were analyzed to uncover their similarities.

The highest-reaching campaigns were found to have shared several elements, or “DNA,” spanning genre, platform, consistency of advertising, endpoints and dayparts – chief among these findings being that 88% included FAST channels and 96% included news.

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“Think of it as the DNA makeup of a campaign – the underlying elements that build reach,” said Travis Flood, Executive Director of Insights, Comcast Advertising. “In this evolving multiscreen landscape, it’s about reaching and connecting with audiences wherever and whenever they may be watching. By staying attuned to data like this, advertisers can make well-informed decisions to maximize their advertising investment.”

The insights demonstrate the remarkable efficacy of multiscreen campaigns that leveraged these tactics, resulting in exceptional levels of target audience reach and engagement. The research additionally reveals that of the highest-reaching multiscreen campaigns:

• 98% include impressions across dayparts.
• 90% have 20+ traditional TV networks.
• 83% have more than 90 streaming endpoints.*
• 80% include sports.
• 78% are on air for more than 90% of the time period (monthly).
• 76% are streaming on at least two devices with 40% streaming on at least four.

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