Considering Addressable TV Advertising? It’s All About Quality, not Quantity.

Marketing Innovation

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Considering Addressable TV Advertising? It’s All About Quality, not Quantity.

Marketing Innovation

Addressable TV Market Advertising

 

In 2014, the average adult spent approximately five hours a day watching television, giving it the largest audience reach of any form of media advertising.

However, TV advertising has historically involved the delivery of the same ad campaign to millions of viewers nationwide.

“Content is still king, but consumers are shaping their own content-discovery experience, and the evolving media landscape has not lessened consumer demand for quality, professionally-produced content. What has changed is the number and reliability of new media available to viewers” – Dounia Turrill, SVP Insights, Nielsen.com

The Addressable TV market, a fast-growing subset of television advertising, allows marketers to define their target audience and offer targeted commercials to only that audience, wherein viewers of the same show see different ads.

Addressabletvicons

When an advertiser can clearly define its audience, there’s an opportunity for meaningful TV advertising.

We recently caught up with Tom Hagopian, vice president of advanced advertising at DIRECTV, and he drilled into the three most important values addressable TV brings to marketers:

  • Efficiency – fewer wasted impressions results when marketers can target ads using first-and third-party data
  • Efficacy – marketers experience greater sales lift and higher brand affinity, aspiration, awareness, and consideration
  • Accountability – marketers gain greater ability to measure performance and ROI

To learn more about these values and how addressable TV technologies is enabling positive improvements and differentiation for media buying, consumer behavior, and key brand metrics, access these resources now:

  1. Download the free guide, Digital Marketer’s Guide to Addressable TV
  1. Watch our Emerging World of Addressable TV webinar
  1. View The Rise of Digital Video and Addressable TV video session from RampUp 2015