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Advertisers can maximise reach and efficiencies by allocating 30% of a total TV budget to ad-funded streaming, according to a Samsung Ads ‘Behind the Screens’ study by Nielsen.
The study modelled the effects of different TV advertising budget allocations across linear and streaming.
The study, using a broad 18-54 year old demographic and maximum campaign spend of two million dollars, found that campaigns produced a higher net reach when 30% of the budget was allocated to ad-funded streaming and 70% to linear TV ads.
Samsung Ads says the creation of the Rule of 30 aims to provide a general rule of thumb for advertisers who are uncertain how much of their Total TV budget should be allocated to ad-supported streaming on CTV.
Samsung Ads MD for ANZ & SEA, Alex Spurzem, said to achieve success in today’s TV landscape brands have to reach audiences where they choose to watch.
"What the study shows is that by rebalancing budget allocation, advertisers can optimise their reach, without needing so much as one additional dollar," he said.
Nielsen's head of publishers and platforms, Kirsten Riolo, said engaging specific audiences while striking the balance of reach and frequency is a challenge facing every marketer.
"But what’s evident in this study is that combining linear and streaming ads in a TV campaign can be key in reaching main demographics across all categories. The Rule of 30 isn’t designed to be a one-size-fits-all: rather a supporting guide for those in search of even bigger impact," she said.
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