Media strategists, consumers and investors know the digital space is constantly evolving. And marketers have to stay on their toes and adapt to find new ways to reach the right audience with the right message at the right time. This year has ravaged marketing plans and provoked changes unlike anything the industry has seen before. In a flux like this, it may be tempting to batten down the hatches and wait for everything to return to normal, but it is vital to show our audience that senior living communities are a safe harbor from the storm. So how do we take advantage of the speed and efficiency of digital campaigns while respecting the nuances of this crazy pandemic?
While video isn’t new with this pandemic, Nielsen reports 53% of seniors ages 60+ have reported an increase in streaming consumption since the COVID-19 situation began. In fact, digital video usage has been climbing over the last decade among seniors and will continue to rise as more tech-savvy seniors turn 65 every day. ACIs are already consuming digital video at a very high rate. “Cord cutting,” a trend that involves the abandonment of cable and broadcast television to adopt internet-based alternatives, was originally initiated among younger age groups, but according to Statista, 50% of cord cutters are 45+, and by 2022, 55.1% of people will cut the cord. In addition, Pew Research polls show seniors “now spend more than half their daily leisure time, four hours and 16 minutes, in front of screens, mostly watching TV or videos.”
If these stats aren’t compelling enough to invest in digital video today, here are a few other convincing reasons. Digital video provides:
1. Enhanced targeting options that include demographic and contextual targeting, retargeting users who have visited your site and leads already in your CRM.
2. Flexibility to pivot plans and optimize campaigns in real time.
3. Cost efficiencies in delivering video to the right audiences while elevating brand awareness and keeping your community top of mind.
So what does digital video encompass? It is a comprehensive and nuanced landscape with many options, each with unique benefits to help reach marketing goals:
OTT — Over the Top — OTT refers to video on the internet for which a user does not need to subscribe to the vendor to view content. For example, you hit play on a video on The New York Times website. An OTT ad would play before, during or after your video.
Benefits specific to OTT:
- Reaches free browsing content for a wide audience
- Provides access to live streams and videos
FEP — Full-Episode Player — FEP is similar to a television experience, though still served digitally via internet browser or device. Programs appear to be professionally produced and typically span 30-60 minutes with regular commercial breaks during the program. For example, you are catching up on the latest episode of the “Today” show on NBC.com. An FEP ad would play before, during or after your video.
Benefits specific to FEP:
- Nonskippable ads
- Runs on paid subscription networks
CTV — Connected TV — Televisions or other devices that are connected to the internet and offer content available beyond a broadcast or cable connection. For example, you use Chromecast to stream Hulu to your TV and choose your favorite show to watch. A CTV ad would play before, during or after your video.
Benefits specific to CTV:
- Can extend traditional TV spots or buys to include CTV placements
- Often the main screen in the room
Pre-Roll & Mid-Roll — Video that plays before or during content streaming over the internet and across devices. For example, you are checking your local news site, and you click to play a broadcast segment. A pre- or mid-roll ad will play before or during that video.
Benefits specific to pre-/mid-roll:
- High interaction rate compared to some other video units
- Low impression costs compared to other video units
YouTube — 6-, 15- or 30-second videos played before or during content streaming on YouTube, or in a search engine results page. As an example, a friend shares the latest viral YouTube video on Facebook, and you click through to watch. A video ad will play before, during or after your video.
Tip — Add YouTube ads to complement your Paid Search campaign.
Benefits specific to YouTube:
- According to Sprout Social, YouTube is the second-largest search engine, and second-most-visited site online
- Additionally, Sprout states 38% of seniors use YouTube, with percentages increasing among those who attended college and as household income increases
With consumption at an all-time high, it is a great opportunity to meet your audience with genuine messaging. If you are open to additional ways to get a more robust message to your audience, reach out today to discover which video mix could get you closer to reaching your business goals.