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With so many advertising options available these days it’s easy to feel overwhelmed when trying to choose an effective method.
There are tons of benefits of addressable TV as a method of marketing. If you’re looking for some reasons why you should consider adding addressable TV to your marketing plan, keep reading.
Addressable TV provides the opportunity to segment audiences and show different advertisements to different households who are watching the same programme. Consumers who have connected TVs can receive customised TV ads, allowing more efficient ad buying and insights into consumer behaviour.
The main benefit of this is that advertisers can save themselves a lot of money and gain insights into what kind of people buy particular products.
When streaming rose in popularity, the benefits only increased. Streaming lets users receive continuous digital content via the internet and doesn’t rely on traditional satellite systems and so providers such as Netflix became big. Addressable TV and streaming providers work together to enable advertisers to get a clear understanding of consumers’ behaviour, specifically giving advertising an insight into the right people to market to.
In general, consumers are used to receiving adverts that are relevant to them and this expectation crosses over in the TV world too. Addressable TV allows for ad personalisation which produces higher return on investment. The data collected through demographic, geographic and user behaviour information can be used to improve marketing tactics with measurable results. Data shows that time consumers spent watching TV in 2020 increased by 33%, likely as a target="_blank" result of the pandemic restrictions and lockdowns.
As more people watch and stream shows, advertisers who aren’t making use of linear addressable advertising may be missing out and sacrificing a very large addressable audience. Possibly one of the biggest benefits of adding addressable TV to your marketing plan is that it cuts down on unnecessary ad spending and improves the overall user experience. All of which leads to our next point:
Addressable TV provides opportunity for smaller or niche brands who may not have been able to consider TV advertising in the past because of lack of experience or a low budget. Addressable TV is accessible to everybody no matter how experienced with technology they may be – or not. Smaller or more niche brands often miss out on opportunities due to lack of funding or lack of experience. With addressable TV it’s relatively easy for all types of brands to get involved in ways they may not have considered before. With 50% of UK households watching via some form of connected TV set-up, even the smallest of brands have a chance to adopt this form of advertising.
In terms of budget, brands could be saving huge amounts by switching to addressable and connected TV. When consumers watch an ad on a smart TV for example, they’re likely to be watching with their family or friends so the ad will be seen by several other people at the same time, reducing the cost per impression for the advertiser.
And there you have it - just a few reasons why every advertiser should consider adding addressable TV to their marketing strategy.
Felix is the founder of Society of Speed, an automotive journal covering the unique lifestyle of supercar owners. Alongside automotive journalism, Felix recently graduated from university with a finance degree and enjoys helping students and other young founders grow their projects.
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