Targeting the right audience on television is becoming increasingly important. Addressable advertising offers new opportunities to make TV marketing more effective and customised. Through the targeted playout of advertising messages on internet-enabled devices, addressable advertising is revolutionising traditional television advertising and enabling a personalised customer approach.
The basics of addressable advertising
Addressable advertising is a concept in which adverts are selectively displayed on smart TVs or internet-enabled television sets. Unlike conventional advertising, viewers no longer all see the same adverts, but rather individually tailored advertising messages depending on demographic, geographical or behavioural characteristics. This considerably reduces wastage and significantly increases relevance for the viewer. This data-driven form of advertising uses a combination of the devices' internet connection and target group-based algorithms to display adverts in a customised manner[1][2][8].
An example from the automotive industry: a manufacturer can advertise regional offers or special models through targeted advertising banners in selected federal states or even cities. At the same time, families with children receive different product presentations than singles or senior citizens. A manufacturer of household appliances, on the other hand, can target users with their own house or rented flat in a differentiated way, thereby increasing the advertising impact.
Advantages and practical application of addressable advertising
The advantages of addressable advertising are obvious. Firstly, customers are addressed much more precisely, which leads to less wastage. The technology also provides important data for measuring success and optimising campaigns. For companies of all sizes, this opens the door to the flexible and efficient use of TV advertising.
In the consumer goods sector, retail chains use addressable advertising to customise offers for different age groups and genders. Products from the fashion, electronics and food sectors benefit from the precise targeting of advertising, which can lead to higher click rates and better sales.
BEST PRACTICE with one customer (name hidden due to NDA contract) The iROI coaching support focussed on addressing the right target group in the smart home devices segment. After selecting data-based criteria, there was a visible increase in enquiries and online sales through customised banner advertising on smart TVs in closed user groups.
Technical implementation and advertising formats
L-format advertising banners are common formats that are displayed during the programme, often directly after a channel change. The programme content is only shown in a reduced size so that the advertising is present but not distracting. Other formats such as bumper spots or full-screen adverts complement the options and allow different advertising approaches depending on the structure of the campaign.
The timing of playout can also be customised: advertising messages can be targeted at specific times of day or in conjunction with regional events. A drinks manufacturer from the sports segment uses addressable advertising to advertise local events or offers during sports broadcasts. A telecommunications provider, on the other hand, can draw attention to regional network offers that are only available in selected areas.
Benefit sustainably from addressable advertising with iROI coaching
iROI-Coaching supports companies in optimally mastering the challenges of addressable advertising. Whether it's the technical implementation, the selection of target group characteristics or the creative design of the advertising material: iROI-Coaching provides competent and practical support for all project steps. In this way, advertising measures can be planned in a targeted manner and customised.
BEST PRACTICE with one customer (name hidden due to NDA contract) During a project in the tourism sector, the targeted approach to holidaymakers was optimised using addressable advertising. iROI coaching helped to link regional and demographic data in order to target guests from specific holiday regions with suitable offers - with a demonstrably higher booking rate.
Clients often report that the combination of sound advice and data-based advertising strategies brings new momentum to marketing. Targeted targeting leads to more efficient budgets and more measurable success. It also provides a competitive advantage over traditional forms of advertising, which are less differentiated in their targeting.
Practical tips for the implementation of addressable advertising
When introducing addressable advertising, it is advisable to start with small test campaigns. This allows you to try out different target group clusters and adapt the advertising material depending on the response. For example, a fashion retailer can target older customers with classic offers and younger customers with trendier designs.
It is also important to select existing data sources carefully and comply with data protection regulations. Cooperation with experienced partners such as iROI-Coaching facilitates the data protection-compliant management of campaigns and helps with the interpretation of the data obtained.
Many clients in the healthcare sector use addressable advertising to promote regional prevention offers or new treatment methods to specific target groups. Retailers also use this form of television advertising to increase local traffic and reduce stock levels in a targeted manner.
My analysis
Addressable advertising represents a significant innovation in TV marketing. By combining reach and individualised targeting, companies benefit from greater efficiency and better advertising impact. The wide range of possible applications offers new opportunities for a wide variety of industries to reach target groups in a meaningful and measurable way.
The close support provided by iROI coaching in particular provides valuable impetus for successful implementation. Addressable advertising is a promising tool for companies that want to organise their marketing in a contemporary, data-based and target-oriented way. It is important to consider both technical and creative aspects in order to utilise the full potential.
Further links from the text above:
ATV | Addressable TV explained simply & quickly
What does Addressable TV mean? A definition
Addressable TV brings personalised advertising to television
Addressable TV - Targeted TV advertising for more success
Addressable TV: The smart solution for targeted advertising
5 myths about addressable TV advertising and what's really behind them
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