What is Addressable TV Advertising?
with Lauren
£5.6bn is spent on addressable TV which is a 38% year-on-year increase in the UK
Let’s address the addressable
Over the years, addressable TV Advertising has slowly become an option that advertisers throw their budget at.
Why? Because its advanced data analysis delivers a more personalised approach. And personalisation creates a positive customer experience.
Ultimately, addressable TV advertising allows advertisers to focus on being relevant and impactful.
Campaigns are launched based on audience-specific demographics rather than just audience interests.
Addressable TV allows advertisers to have more creative flexibility, insights on ad performance and reach with the right audiences.
It’s like digital marketing but through TV.
Sam Taylor, head of performance marketing at Direct Line explains addressable TV on Campaign perfectly:
“What addressable allows you to do is to deliver a mass marketing campaign, but target the messaging to individual needs, to make it individually relevant to different cohorts. That I think is what the gift of addressable TV will become in the future as it grows.”
For example, if you have a retail company spread across the country, addressable TV advertising can help you formulate personalised messages for specific locations.
So, when people across the nation are watching The Last Of Us, you could send location-specific messaging to their screens.
Which media channels use addressable TV Advertising?
Sky through SkyAdmart, ITV, Channel 4, Channel 5, Virgin Media, and Youview offer addressable TV advertising techniques.
In fact, ITV recently launched their linear addressable advertising across all their leading channels which will reach at least 1.3 million viewers.
The benefits of addressable TV advertising can’t be overstated:
- It’s targeted – enabling advertisers to reach specific audiences for guaranteed engagement and conversions.
- It’s personal – allowing advertisers to create unique and positive brand experiences through personalised messaging based on their demographics such as age, interests, location etc.
- Its reach is extendable – allowing advertisers to tap into various markets and demographics at the same time.
- It’s data-driven – giving advertisers a bird’s eye view of their campaign’s performance to help optimise for success.
- It’s cost-effective – despite it being more expensive, the measurability is accurate, helping advertisers understand their ROI on campaigns and track conversions.
As addressable TV advertising becomes more popular to reach the right audience, at the right time and in the right place, advertisers should consider it part of their media strategy to maximise their reach and increase conversions.
Speak clearly and directly to your target audience. Get a quote on addressable TV advertising today.
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