It wasn’t long ago when businesses took out billboard ad space in an attempt to reach commuters as they drove to and from work. Times have changed, giving way to digital advertising. In particular, addressable TV advertising is making it easier for businesses to connect with their target audience in a highly precise way.
Search the web for addressable TV advertising and you’ll find plenty of search page results, some of which delve into the nuances of connected TV vs OTT, explore ad customization, and more. Here’s a quick look at how addressable TV ads reach the target audience with efficiency.
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Addressable TV Advertising Explained
This form of advertising targets viewers through unique ads. Addressable TV ads are presented to households that view the same entertainment programs in accordance with specific demographics as well as entertainment consumption habits, interests, and more.
Addressable TV advertising uses real-time algorithm technology for matching purposes along with data to transmit ads to houses. This approach is different from regular TV commercials that present the same commercial to every single household tuned into the program.
Tailored Ads for Maximum Impact
The power of addressable TV ads lies in targeting households with precision. Tailored ads are delivered directly to specific houses, boosting engagement and relevance and ultimately increasing conversion rates. Addressable TV ads also empower businesses to gauge ad efficacy and pivot accordingly in real time, paving a path toward the best possible return on investment (ROI).
Addressable TV ads have proven successful in driving conversions for business in all sectors ranging from automotive to retail, healthcare, luxury goods, and beyond. These conversions are the result of the prudent leveraging of data on viewers, setting the stage for the delivery of highly personalized ads that are relevant to the audience in question.
Measure Results in Real-time
Wouldn’t it be nice if your business could gauge the success of its addressable TV ads in real time? This technology has advanced to the point that such measurement is possible. Addressable TV advertising empowers advertisers to alter strategies in accordance with information gathered from previous and ongoing campaigns. It is this information that empowers advertisers to enhance campaigns for maximum ROI.
Personalize the Message
Customizing advertising messages has the potential to make the difference between forging lasting connections and failing to make a meaningful impact. Personalized advertising transmits the carefully tailored advertising message to individual households rather than attempting to appeal to the entirety of a show’s viewing audience.
As an example, someone watching a streaming show in Iowa might see an ad for farming equipment while those watching the same content in Buffalo see an ad for snowblowers. Moreover, a cat owner living in the city might see ads for organic cat food while newlyweds might see an ad for baby food. This strategic approach connects with the target audience through personalized messages, delivering ads that are relevant and ultimately lead to sales.
Focusing on the Details Maximizes ROI
The underlying strategy of your approach to addressable TV advertising shapes its success. Start out by setting objectives, ensuring they are fully compatible with this unique advertising format. Everything from the aspect ratio to duration and bitrate matter. In terms of duration, most addressable TV ads are between 15 and 30 seconds.
Take some time to write down goals in terms of what you would like to accomplish. It is also in your interest to consider the max cost per customer acquisition across the lifetime of the campaign, guaranteeing it aligns with the constraints of the budget.
Now that you have clearly established campaign goals, it is time to define the target audience that is at the center of the strategy. Zeroing in on a single demographic isn’t sufficient unless you understand what the demographic is. Team up with a third-party data provider or employ A/B testing on ad campaigns for testing purposes. This approach highlights the target audience that you can focus on when developing and delivering addressable TV ads.
Measure Success as You Roll out Your Addressable TV Ads
Some ads perform better than others. Gauge the performance of each individual ad to get a sense of which ads are working and which are ineffective. Continue to measure performance with each ongoing campaign adjustment.
Be mindful of time when measuring addressable TV ad performance. It might take upwards of two weeks following the end of the campaign to see how the viewing audience responds. Be patient, collect data, analyze that information, and make the necessary alterations moving forward.
