Using addressable advertising, you can target your ad to specific people who are viewing a specific piece of content on a specific device. Households interested in buying a car or dining at a gourmet restaurant can be targeted by a car dealership, a gourmet restaurant or a heating and cooling company.
You can create multiple copies of your ad as a final stage, each geared at a different demographic. Cable addressable advertising can then be used to show the most relevant ad to each individual viewer.
What Exactly Is an “Addressable TV Ad”?
We all know that targeting is more complex than it used to be. Today, data is king, and age and gender divisions are ineffective. TV content providers collect a lot of information about their viewers, and addressable television uses that information to help advertisers target specific groups of viewers. Targeting satellite, cable, and IPTV delivery systems can significantly increase demographic, geographic, behavioral, and more complicated data-matching. Marketing can now target specific audiences by filtering advertising based on their preferences.
Let’s take a look at two adjoining homes as an example. Even if their backgrounds are similar, they may have vastly distinct areas of interest. They’d see the same commercials over and over again if they were watching a particular show on broadcast television. One family may be interested in vacations, while another may be planning home renovations. Thus an addressable TV ad may cater to their specific needs. Addressable TV’s mechanism would show the former a cruise offer, while the latter would see an advertisement for a DIY store or video content from an associated YouTube channel in light of this information.
Addressable TV advertising makes it easier to find the individual interested in a product or service since it uses a large audience to find the person who has expressed interest.
The advantages of targeted advertising
The following are some of the advantages of addressability:
- It helps you save money by only showing your adverts to people who are most likely to buy your products.
- Your ad can be tailored to your exact target audience, making it more relevant to the people who see it
- As a result, you’ll be able to connect with prospects at every stage of the buying process.
Overall, addressability helps you make the most of your advertising budget by helping you make each ad campaign as efficient and effective as possible.
How Is Addressable TV Implemented in the Real World
The concept of addressable TV was made viable by big data. From various sources and devices, this data is used to discover new customers and narrow down the target audience to those who are most likely interested in the advertised product or service. It’s possible to track things like what you watch on TV, what devices you use, and how you generally use the internet. Advertisers, OTT providers, and cable providers can utilize this information to provide highly targeted TV ads to specific households.
These days, multichannel video distribution providers have both the hardware in the home and the relationships with the customers they serve. Using this mix of assets, it is feasible to target particular families with specific advertising. This gives them control over a mere 3% of the screen time, which is enough to reach millions of people around the world at once.
As a result, marketers can target potential customers with addressable tailored messaging if they have access to precise audience profiles. As a result, each household receives custom content tailored to its own tastes.