What is incremental reach, and why should you care?
What is reach in digital marketing?
What is incremental reach?
Why is incremental reach important for your brand?
This behavior results in the continued growth of OTT consumption. Nielsen’s Q2 2020 Total Audience Report shows that video streaming as part of total TV usage increased from 19% in Q4 2019 to 25% in Q2 20202.
With the increasing consumption of OTT streaming video comes a growing audience that advertisers cannot reach through linear TV. Therefore, it’s important for brands to adjust their advertising strategies and leverage OTT video campaigns to engage this incremental audience beyond linear TV.
How can Amazon Streaming TV ads help you?
In 2020 alone, Amazon Streaming TV ads' monthly reach increased from 20MM to 50MM viewers. To help assess this reach, we’ve leveraged industry-recognized third-party measurement solutions and found the following:
Amazon Streaming TV ads can help you to reach an incremental audience at scale. On average, Amazon Streaming TV ads delivers 3.4% incremental reach to linear TV. For example, in the Q2 2020 campaign for a sports drink brand, Amazon Streaming TV ads delivered 5.3% of incremental audience beyond those reached by the TV campaign. That means 4MM 18-to-54-year-old viewers were only reached by Amazon Streaming TV ads and not the linear TV campaign.
The majority of Amazon Streaming TV ads' audience is exclusive. On average, 70% of the audience reached during Amazon Streaming TV ad campaigns are not exposed to brands’ linear TV campaigns. That’s why it’s a valuable tool to help advertisers extend their reach to unique audiences.
Amazon Streaming TV ads engage hard-to-reach audience segments. Amazon Streaming TV ads can help advertisers reach younger viewers and light TV viewers. For example, a national pizza chain’s Q2 2020 Amazon Streaming TV ad campaign delivered a higher proportion of 21-to-34-year-old viewers by more than 2X compared to its linear TV campaign. Light TV viewers made up half of the Amazon Streaming TV audience, which was 3X more than what the linear TV campaign delivered. As a result, Amazon Streaming TV ads drove 18% incremental reach of light TV viewers.
We are seeing encouraging increases in incremental reach with Amazon Streaming TV ads as we compare measurement results for our advertisers over time. Looking ahead, we will continue working with our advertisers and third-party measurement solutions to prove these reach capabilities and drive more effective campaign results.
Want to know more about Amazon Streaming TV ads? Follow along with our “Behind the streams” blog series, which will explore other topics like the differences between Amazon Streaming TV and linear TV audiences, and how Amazon Streaming TV ads can drive a full funnel impact for brands.