Redefining the world of traditional marketing, addressable TV advertising uses programmatic forms of TV allowing for household-based targeting.
TV advertising isn’t as targeted as digital…or is it? According to Google Consumer Insights, addressable TV advertising allows brands to show their ads to specific households, rather than targeting audiences by the program being shown. Addressable television is a great way to reach specific households across television services no matter the show they’re watching.
With Nielsen recently acquiring Sorensen Media, addressable TV is growing more and more powerful. Marketing Land says that this move will help Nielsen begin offering addressable TV along with in-depth measurement services. Well known for their detailed market research, Nielsen leads the pack when it comes to audience targeting and insights.
There are a lot of advantages that come with addressable TV advertising, so we decided to share a few.
1. Save money
Programmatic media buying is not a new concept by any means. But leveraging its power in combination with addressable tools means that a TV advertising agency can get their message to the target audience without spending your ad budget on anyone who happens to watch that specific show. This singular household targeting raises effectiveness while saving money on ad spend.
An experienced media strategy agency can effectively leverage traditional channels to reach your consumers where and when they’ll be listening. That’s the crux of it all, reaching the right people, in the right place, at the right time. Which takes a lot more than an effective channel or method, it requires the right agency.
2. Not service-specific
Addressable TV advertising isn’t the only way to reach specific consumers leveraging the draw of shows. There are many others, channels such as OTT advertising and mobile targeting, but many of those rely on one specific service provider. OTT allows advertisers to reach users on specific streaming services, while addressable TV is more akin to programmatic, traditional TV buying. Which simply means that OTT is more limited. For example, Hulu advertising is only for Hulu while Addressable TV reaches across any cable or satellite provider.
Understanding your audience is the key to selecting any channel and budget. By using an effective audience segmentation consultant you can define who you are looking for and what drives them.
3. Opportunity in precision
Addressable TV advertising brings a strategy of its own kind for reaching specific audiences. It’s that specialized opportunity for detailed targeting that makes this tool so unique. Once you understand who you are looking to reach, addressable TV is an efficient mix of modern and traditional that optimizes your reach over any program. Many channels claim that, but the optimization here is in reaching the right people versus reaching the most. With addressable TV, you are paying only for your targeted households.
Highly specific targeting is no new concept to most expert agencies. As it is with all advertising, the right strategies can make or break your campaign. But with detailed targeting, it becomes even more important that the audience targeted is the correct one for your brand. Most other markets won’t be reached at all.
The takeaway
When all is said and done, addressable TV lends itself well to effective advertising. It’s cost-effective, has a broad reach, and allows the opportunity for incredibly detailed targeting. Leveraged correctly, it can turn a good campaign into unparalleled success.
As a full-service agency, BIGEYE knows what it takes to make any channel effective for your brand, as well as which channels are worth spending your money on. We optimize each ad placement to reach your market effectively and reliably. When you’re ready to branch out, let’s chat!
