Why You Should Consider Adding Addressable TV to Your Marketing Plan
With so many advertising options available these days, it’s easy to feel overwhelmed when trying to choose an effective method.
Addressable television has many advantages as a marketing method. If you’re looking for reasons why you should consider adding addressable TV to your marketing plan, keep reading.
Addressable TV offers the ability to segment audiences and show different advertisements to different households watching the same program. Consumers who have connected TVs can receive personalized TV ads, enabling more efficient ad buying and consumer behavior insights.
The main benefit of this is that advertisers can save a lot of money and gain insight into the type of people buying particular products.
As streaming grew in popularity, the benefits only increased. Streaming allows users to receive streaming digital content over the Internet and does not rely on traditional satellite systems. Thus, providers such as Netflix have become important. Addressable TV and streaming providers work together to give advertisers a clear understanding of consumer behavior, specifically giving advertising insight into the right people to market to.
Personalization of ads
In general, consumers are used to receiving advertisements that concern them and this expectation is also found in the world of television. Addressable television allows for the personalization of advertisements, which produces a better return on investment. Data collected through demographic, geographic and user behavior information can be used to improve marketing tactics with measurable results. Data shows consumers spent time watching TV in 2020 increased by 33%probably as target=”_blank” result of pandemic related restrictions and lockdowns.
As more people watch and stream shows, advertisers who don’t use linear addressable advertising may miss and sacrifice a very large addressable audience. Perhaps one of the biggest benefits of adding addressable TV to your marketing plan is that it reduces unnecessary ad spend and improves the overall user experience. All of this brings us to our next point:
Addressable TV offers opportunities for small brands or niche brands that may not have considered TV advertising in the past due to lack of experience or low budget. Addressable television is accessible to everyone, regardless of their experience with technology – 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 might not have considered before. With 50% of UK households watching via some form of connected TV, even smaller brands have the opportunity to embrace this form of advertising.
In terms of budget, brands could save huge sums by switching to addressable and connected TV. When consumers watch an advertisement on a smart TV, for example, they are likely to watch it with family or friends, so the advertisement will be seen by several other people at the same time, reducing the cost per impression for the advertiser.
And there you have it, here are a few reasons why every advertiser should consider adding addressable TV to their marketing strategy.