Trust your data

The fragmentation of the media landscape shouldn’t be a dirty word, especially when we consider the inevitability of it. After all, it is a by-product of innovation and growth and is what keeps our industry both exciting and challenging (the perfect combination, in my book). But if we accept the fact that fragmentation will always be a part of our jobs, perhaps, then, our goal should be to avoid complicating matters further by contributing to additional fragmentation within individual channels, such as TV.

TV is certainly not unique to the challenges of acquiring and interpreting fragmented data. But the demands are still there, from brands and media planners alike, to have these data insights.

The IPA TouchPoints research has always been a cornerstone for understanding total media behaviour, and its ability to provide comprehensive, nuanced insights into how consumers interact with media makes it an invaluable resource. Data like this, along with other trusted sources, offers the clarity needed to make informed decisions in a landscape that is more complex than ever before.

TV’s next evolution lies in data

That’s why I believe that the crux of TV’s next evolution lies in just this - data. Data enables us to understand not just who is watching, but how, when, and why they are engaging with content across different platforms. It empowers media planners to optimise their strategies in ways that were previously unimaginable, ensuring that they reach their target audiences effectively and efficiently. Yet from a viewer perspective, TV is still… just TV. Technology has driven so many positive changes in consumer choice and how they can access content, but ultimately we can see from TouchPoints data that viewership trends are pretty much the same. To quote the great Ollie Locke from Made in Chelsea, “This is like when you update an app, but nothing really changes”.

Viewers aren’t really changing, but how we need to reach them is. The rapid pace of technological advancement has undoubtedly been a driving force behind market fragmentation, but it also holds the key to a better future for planners. With the right data and tools at their disposal, planners can not only manage the complexity but turn it to their advantage. Whether it’s planning, optimising, or reporting, data-driven strategies are the way forward.

This is especially relevant as we consider recent trends in Change to Connected TV (CTV), such as the rise of advertising tiers from major (previously ad-free) streaming players like Netflix, Amazon, and Disney. Despite this shift, it's important to remember that whether something is AVOD, SVOD, BVOD, HVOD, FAST, linear…it’s all still just TV in the eyes of viewers.

Whether the content is being streamed on-demand or watched live, the fundamental principles of reaching audiences remain the same. What changes is how we measure and optimise that reach.

Future key trends in TV media planning

Looking ahead, several key trends will shape the future of TV media planning. First, the concept of incrementality between channels will become increasingly important. Planners will need to identify the right mix of channels that complement each other to maximise impact. With Origin’s launch in 2025, we could well be on the cusp of the next evolution of cross-media campaign planning and reporting.

Second, device-level data will continue to unlock more efficient ways to buy incremental reach across TV audiences. CTV doesn’t just bring streaming, it brings data on total TV viewership across linear and streaming at a targetable device level. As services mature, targeted incremental reach solutions will become more present in the market, and a must for many plans.

Finally, and perhaps most critically, technology will drive a new wave of change in how we understand campaign outcomes. The integration of campaign data with sales data and brand health metrics will allow for a deeper understanding of effectiveness, enabling planners to make more informed decisions.

Media planning is without doubt a tough job, but with all these changes on the horizon, there may never have been a more exciting time to be a planner. As the commercial media landscape continues its relentless evolution, data will become even more fundamental to the planning process, so let trusted data sources like TouchPoints be your guide.

Matt Bryan is Director of Analytics & Insight at Samsung

The opinions expressed here are those of the authors and were submitted in accordance with the IPA terms and conditions regarding the uploading and contribution of content to the IPA newsletters, IPA website, or other IPA media, and should not be interpreted as representing the opinion of the IPA.