MCN: TV still king for advertisers

MCN: TV still king for advertisers

The Multi Channel Network (MCN) has questioned Vevo’s view that TV is no longer the screen advertisers should be focused on when looking to boost revenue.

B&T Magazine
Posted by B&T Magazine

Leading music video streaming service Vevo last week warned advertisers about not having an integrated ad strategy across multiple screens, adding that with TV "now the least likely screen to capture undivided attention, agencies need to fully embrace the role of online video advertising”.

MCN has hit back stating that Vevo’s stance on the value of TV in the multi-screen mix is “highly understated” given how well the platform connects with Australian consumers.

“TV still commands north of 93% of all video viewing, making it core to a multi-channel campaign,” Mark Frain (pictured), national sales director told B&T.

“Whilst Australians are embracing video across a broad range of devices, they are still watching as much TV as they ever have. TV is therefore not just important, but critical to an effective multi-channel strategy,” he added.

Frain agreed with Vevo that the need for engaging multi-screen advertising is now vital.

He said viewers are utilising whatever screen is most relevant to the time of day, where they are and what they want to watch.

“It’s this experience, the act of shifting between multiple screens, which our industry is striving to capitalise on – moving from the simple delivery of advertising messages, to encouraging action and interaction across devices.         

Frain believes successful advertisers will be the ones that are making premium video content accessible across all platforms, adding “being wedded to just one platform or concept is what will really cause advertisers to be left behind”.