Implementing Co-viewing in Advertising Campaigns
1. Understand the Audience
Use data to understand the viewing habits of your target audience.
2. Have a Content Strategy
Develop ads with universal appeal to engage diverse groups.
Create content that resonates with the context of co-viewed programs.
3. Consider Ad Format and Placement(s)
Consider formats that engage multiple viewers, like interactive or gamified ads.
Place ads during shows or time slots known for co-viewing.
4. Leveraging Technology
Smart TVs and OTT Platforms
Utilize data from these sources to gain insights into co-viewing habits.
Take Advantage of AI and Analytics Tools
Use advanced analytics for better targeting and understanding co-viewing patterns.
5. Test and Optimize!
Test different ad versions to see what works best in a co-viewing setting.
Regularly analyze performance data to adjust strategies.
6. Don’t Forget About Privacy and Compliance
Ensure adherence to privacy regulations and ethical standards, especially in data collection and usage.
Providers Offering Co-viewing Services / Reporting
Many streaming services like Netflix, Hulu, and Amazon Prime might provide insights into co-viewing, as part of their advertising offerings.
Data Analytics Firms
Companies like Nielsen and Comscore offer specialized analytics services, including co-viewing metrics.
Ad Networks and Agencies
Some digital ad networks and marketing agencies have developed tools and strategies to target co-viewing audiences.
Smart TV Manufacturers
Brands like Samsung, LG, and others often have built-in analytics tools that can track co-viewing patterns.
OTT (Over-the-Top) Providers
OTT platforms like Roku and Apple TV might offer data and insights for advertisers targeting co-viewing audiences.
Reporting on Co-viewing
Focus on metrics that can measure group engagement, like total viewing time, interaction rates, and co-viewing frequency.
Use advanced data analysis to interpret co-viewing patterns and their impact on campaign performance.
Engage viewers with content that sparks conversation and interaction.
Implement cross-platform strategies to reach co-viewers on various devices.
Keep Yourself Updated
Stay up-to-date with evolving technologies in co-viewing.
Implementing co-viewing in digital advertising requires a mix of creative content strategy, smart use of technology, and a deep understanding of audience behavior. As co-viewing continues to evolve, staying adaptable and informed about the latest trends and technologies is crucial for success.
Ivan is a professional advertiser and digital content marketer for some famous household brands as well as many smaller enterprises you’ve never heard of—unless you’re in their audience segment.
When Ivan is not running ad campaigns, he’s helping people get more customers with bespoke interactive chatbots (i.e., virtual assistants for your website that turn prospects into paying customers).