How do you plan TV and video across linear, connected and on-demand screens?
As one audience across many screens, not separate buys. We plan linear TV, connected TV, BVOD and online video together - from Sky AdSmart to ITVX and Channel 4 - so reach and frequency are managed across screens and every format is measured against the same objective.
What we do
Audio-visual now spans far more than the living-room television. We plan linear TV for broad reach, addressable TV such as Sky AdSmart for targeted broadcast, broadcaster VOD and connected TV through services including ITVX and Channel 4, and online video across web and in-app. The point is to plan them as one campaign, managing reach and frequency across screens rather than buying each in isolation.
Moving image carries emotion and credibility that few channels match. The discipline is making sure it is seen by the right audience, on the right screens, with pre, mid and post-roll formats chosen for the moment rather than the lowest cost.
What you get
An AV plan that treats every screen as part of one audience, with reach and frequency managed across linear, connected and on-demand. Addressable and broadcaster VOD buying where targeting adds value, online video where it extends reach efficiently, and reporting that judges the whole AV campaign against its objective. It sits naturally alongside digital display and programmatic.
AV that reaches the right audience
AV is powerful when it is targeted rather than sprayed. Our First West of England campaign for First Bus used broadcast including ITV and VOD alongside local press, out of home and digital channels to reach an older, concessionary-pass audience - and worked well enough to expand geographically. Other AV work includes television first for the Cleva Vacmaster launch, Sky AdSmart for Vines of Guildford, Gatwick and Redhill, ITVX for Merry Hill at Easter and on-demand and addressable TV for First West of England driver recruitment. You can see more in public transportation, and the audio side on our digital audio and radio page.
Common questions
What is the difference between linear TV, BVOD and CTV?
Linear TV is scheduled broadcast viewed live or via a set-top box. BVOD, broadcaster video on demand, is on-demand viewing of broadcaster content through services such as ITVX and Channel 4. CTV, connected TV, is any television connected to the internet, which allows targeted, addressable advertising. We plan across all three as one audience.
What is addressable TV?
Addressable TV, such as Sky AdSmart, lets different households see different ads during the same programme, based on audience characteristics. It brings a degree of digital-style targeting to broadcast television, so you can reach a defined audience with the impact of TV rather than paying for mass reach you do not need.
Is TV advertising only for big budgets?
Not any more. Addressable and broadcaster VOD buying make TV accessible at a range of budgets, because you can target a specific audience or region rather than buying national mass reach. We plan the AV mix to the budget available and are clear about what it can achieve.
How do you measure AV across different screens?
We plan reach and frequency across linear, connected and on-demand together, and use broadcaster and platform reporting alongside UK industry currencies to judge delivery. Digital AV formats add view-through and completion metrics, so the whole campaign can be assessed against one objective rather than screen by screen.
Planning TV or video across screens?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief.