The Apple TV is still in its early days – we don’t know all the best practices for marketing on it just yet. But the new-again platform is showing momentum, so now is a good time to start thinking about your overall strategy for it.
Here are a few tips and early insights that could help formulate your marketing plan for Apple TV.
1. Early Adopter Advantages
Early adopters are great for two reasons: money and word of mouth. In general, early adopters tend to be higher earners with more disposable income. In the case of Apple, early adopters are accustomed to paying a premium to get things first: they spend to experiment. And study after study after study show Apple users are not just early spenders, they’re the biggest spenders overall. Beyond being big spenders, early adopters love to be on the cutting edge and talk about whatever new thing they’re checking out. This makes them the best for generating word of mouth. Early adopters aren’t always easy to find, but if your business wants to tap into this eager audience, now is a great time to get in front of early adopters of Apple TV who could turn into evangelists for your brand. Another bonus: Since it’s early days for all marketers on the tvOS platform, your ads will stand out more since there is less competition than on more mature platforms.
2. The Weekends Are Prime Time For Marketers
Early data show impressions on Apple TV spike an average of ~100 percent on the weekends. In comparison, iOS typically sees a modest 20 to 30 percent weekend jump. Studies show that people love to spend more on the weekend, so this surge in weekend usage is an opportunity. People are still fresh from the Friday-Pay-Day high and are more willing to spend. This is not only good to know for marketers planning their ad spend but also tells us a lot about the Apple TV use-case and how it differs from that of mobile platforms.
3. Video Ads Are A Natural Fit
With Apple TV, consumption patterns are different than they are for smartphones, when the average smartphone owner picks up their phone briefly 85 times a day. We settle in on the couch to binge Netflix, or we leave Pandora on for hours at a time. That changes the dynamic dramatically and is the perfect setting for the most effective digital ad format: video. The most successful format in mobile advertising is video, hands down. Now, imagine it on steroids, formatted for big-screen TVs. Users are already accustomed to video ads on TV, and now advertisers will be able to not only improve memory retention and increased brand awareness via video ads, but track and iterate based on the data. And what happens when the most effective brand advertising format in history (TV commercials) becomes trackable, with the capacity for direct-response? A revolution.
4. Promotion Potential Over Multiple Devices
Most Apple TV early adopters are fans of all Apple products, and they’ll typically have a second Apple device in their hands – or at least within easy reach – while they’re engaged with the Apple TV. This means that if your brand has an app for iOS and Apple TV, you’re essentially doubling the potential for exposure. The same is true for publishers: offer inventory over both platforms that users will potentially see simultaneously and you’re adding value for advertisers.