Why Customizable Content Should Be Part of Your Campaign

It is Friday night, and the entire family gathers around the TV to watch their favorite TGIF show. There are only a few channels to choose from, no remote control, no way to fast-forward commercials, and no other digital distractions. Advertisers have full access to a captive audience, and the ratings race reigns supreme. 

That was reality thirty years ago, but times have most certainly changed. No longer does a family watch the same TV together on a regular basis, smartphones and social media have taken over attention spans, and the number of networks multiplies every day. Millennials don’t know a world without technology and ad clutter, and names like Google, Netflix, Hulu, Amazon, and even Facebook are vying for their share of TV ad budgets. 

Wasted Impressions

In the 80s, top shows had Nielson ratings in the 30s. That has dropped to a 9 for even the most popular programs. Today, Viewership is based on personal convenience rather than programming schedules, and with intelligent devices, advertising is happening all the time, everywhere.

Personalization of Advertising 

Therefore, addressable advertising, ads that are delivered to the right person at the right time, through emerging media is gaining momentum. In 2016, addressable TV ad spends grew to $890 million, up from $400 million the year before. Cable operators are quickly improving their technology to deliver these campaigns, with around 50 million set-top boxes currently enabled for addressable advertising.

Beyond targeting by age, gender, and geography, addressable advertising and emerging media have several key benefits for both individuals and advertisers, including:

Value-Added Relevance – Instead of a one size fits all mentality, ads can be customized based on demographics, psychographics, and buying patterns. Even more personalized are advertisements shown on smart devices, as that specific person’s interests are highlighted.

Improved Engagement- Because relevance is increased, so is engagement as the creative aspects of a campaign have been tailored to the target audience. In return, it is easier to measure which ads viewers watch, skip, like, or share with their connections through emerging media buys. 

Frequency Management – Advertisers want their ad to be seen as many times as possible to induce a reaction, but it has always been challenging to measure if the customer is seeing the ad, or just sick of it. Addressable advertising uses creative sequencing to determine if the ads are making an impression, or if the campaign needs to be tweaked.

Platform Sharing - Addressable advertising spans across almost every form of media that has a screen. A potential customer may search for something online, which then is reinforced by a TV ad, and then pops up as a link on their smartphone. 

Measurable Results - Smart set-top boxes and devices are using software development kits (SDKs) that gather precise metrics such as ad start times, video quartiles, viewability, brand lift data, and census-based impressions, allowing advertisers to make informed decisions about their campaigns.

Traditional Advertising Has Advantages, Too

Established media like radio, print, and television still have benefits. If a product or service is more targeted to Baby Boomers and Gen-Xers, then traditional media may be more effective. Television does, in fact, reach the most people and, according to the Nielsen, State of the Media report, conventional TV reaches 89% of adults every day.

Blending Traditional and Emerging Media

Campaigns that want to reach the most audience segments can combine established avenues with addressable advertising, with any size campaign. In fact, many emerging media aspects are designed to integrate with traditional media and work together to make the biggest impact. Mobile applications are now tied to broadcast media, delivering data on engagement and click-throughs. Companion applications provide extended content, allowing audiences to use their smart device either as a TV or as a secondary screen while watching regular TV. And, technology based on mapping, or geo-targeting, directly correlates location, interests, and sales when determining an advertising message.

Final Thoughts

Addressable advertising generates value for everyone involved. By empowering marketers to reach distinct targets, it encourages consumers to have a genuine experience with commercials that are more compelling and appropriate for them; therefore, developing substantial connections between viewers and brands.

And, this is only the beginning. Advertiser Perceptions states that 75% of advertisers are currently placing targeted and addressable ads, with 54% of them planning to increase their spending in the next 12 months. Furthermore, emerging media is providing advertisers more opportunities to reach consumers.