Media consumption is becoming increasingly fragmented as new platforms, devices and programs enter the space at a rising rate. With these rapid changes, marketers are scrambling to determine how, where and when to best spend their advertising dollars. Amongst the chaos, one thing remains true: A brand needs to reach its target consumer.
Addressable advertising, accompanied by the unrivaled engagement and massive scale of television, gets brands there. Its precise, data-driven technology puts the focus on the audience.
No longer do we rely on viewers to find ads. The ads now find the viewers.
With addressable TV, an advertiser can pinpoint its audience, send a specific brand message to those targeted households and measure the effectiveness on the backend. The evolving platform has five key benefits:
1. Timing and Relevance
Never let an ad play to an empty house. Addressable TV ensures that the right ads reach the right audience at the right moment. On DISH, an ad is served to the targeted household only when the set-top box is on. No below-the-fold, viewability issues. Marketers only pay for the ads that are served to active viewers, period.
2. Data Expansion
Move past the standard Adults 25-54 demo. With a diverse marketplace and fragmented audiences, a brand needs to know that their advertising will get in front of the right consumers. Addressable gives brands the opportunity to utilize a rich set of demographic descriptors provided by a multichannel video programming distributor (MVPD), like DISH, cross-tabbed with third-party data analytics to hone in on the specific households that meet their target attributes and will most likely respond to their ad.
3. Frequency Management
Avoid viewer disruption. All marketers need to reach their consumers, but they don’t need to overdo it. Addressable gives brands the opportunity to manage the frequency of their ads in order to achieve optimal exposure to their target and ensure their message is served in an efficient manner.
4. Waste Reduction
Make your impressions count. Addressable advertising only serves ads to the target audience, meaning it eliminates ads seen by viewers who are unlikely to ever purchase the advertiser’s product or service. It is based solely on household or device impressions, minimizing the weight placed on spot counts and increasing the value of the eyeballs actually tuning in.
Hold your advertising accountable.Marketers investing dollars in advertising should know their impact. Addressable TV takes the guesswork out of media buying and provides a new level of transparency and attribution. Brands see exactly how their campaign tracked from the initial RFP to the resulting ROI.
Marketers in a wide range of verticals have already plugged into addressable TV. Whether marketers are targeting a broad or a niché audience, addressable TV’s metrics allow them to refine target lists, track results, inform their media buys and ultimately make their advertising dollars work harder.
Addressable advertising’s ability to guarantee the delivery of brand messages to a targeted audience is highly effective on its own, but it also seamlessly complements an overall strategy. Whether it’s digital advertising, linear TV, print or other mediums, addressable will elevate ROI and bring a new layer of accountability to an advertiser’s overall media mix.
In media, every advantage matters. Addressable TV empowers companies like DISH to mine data to discover the vital insight that breaks everything open for their agency and brand partners.
Download our recently published report,The Addressable TV Tipping Point: Advertising Held Accountable, to learn how addressable can work hard for your brand and provide a unique edge on your competition.
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The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillage.com/MyersBizNet management or associated bloggers.