Introduction to addressable advertising
In recent years, **addressable advertising** has established itself as a significant factor in the field of television advertising. This form of advertising makes it possible to target specific households or individuals in a personalised way, which significantly increases the efficiency of advertising campaigns. By using data analyses and digital technologies, companies can precisely define their target group and convey relevant advertising messages, resulting in a higher return on investment (ROI).
How does addressable advertising work?
Addressable advertising uses advanced technologies to target advertising content to specific households. This is done by collecting and analysing viewer data to define the target audience based on characteristics such as demographics, behaviour or geographic information. This information makes it possible to send different advertising messages to different households, even if they watch the same programme.
An example of this is a car dealer advertising a luxury vehicle to high-income households, while families also see adverts for a family-friendly vehicle. This precision reduces „advertising waste“ and significantly increases the efficiency of advertising measures.
Advantages of addressable advertising
Addressable advertising** offers several advantages over traditional advertising methods:
- Targeted advertising**: Precise targeting allows companies to utilise their advertising spend more efficiently and increase return on investment.
- Measurable effects**: **Addressable advertising** makes it possible to precisely measure the success of advertising campaigns and adjust them in real time.
- Cost efficiency**: The targeted approach prevents advertising messages from being lost to uninterested viewers.
Examples of addressable advertising in practice
- **Retail campaigns**: A fashion company shows personalised advertising on Connected TV to users who have visited its website but have not yet made a purchase decision, including specific discount offers for the product being viewed.
- **Healthcare**: A health centre targets flu vaccination advertising to households with senior citizens or young children, based on household composition and postcode.
- **Gastronomy**: A fast food company uses weather-based targeting to run hot coffee adverts on cold mornings in Boston and refreshing drinks in Phoenix.
Five steps to the successful implementation of addressable advertising
1 **Data analysis**: Start by analysing relevant data to define your target group.
2. **Technological infrastructure**: Utilise advanced technologies to enable the targeted delivery of advertising content.
3 **Campaign planning**: Plan your advertising campaigns carefully to maximise impact.
4 **Success measurement**: Accurately measure the success of your advertising campaigns and adjust them in real time.
5 **Continuous optimisation**: Ensure that your campaigns are continuously optimised to increase efficiency.
Addressable advertising as an integral part of your marketing mix
Integrating **Addressable Advertising** into your marketing mix can significantly increase your advertising effectiveness. By targeting your audience, you can significantly increase recognition and sales of your products or services. Our iROI coaching will guide you through the implementation of **Addressable Advertising** and help you to achieve your goals effectively.
BEST PRACTICE with one customer (name hidden due to NDA contract)A multinational consumer goods manufacturer used addressable advertising to promote a new product to younger households. The targeted approach enabled the brand to effectively reach its target audience and increase sales by 25 %.
My analysis
Overall, **addressable advertising** offers enormous opportunities to increase the efficiency of advertising campaigns. Through precise targeting and data-driven targeting, companies can better utilise their advertising spend and increase ROI. Integrating **Addressable Advertising** into your marketing mix can significantly strengthen your brand presence.
Further links from the text above:
- [MNTN](https://mountain.com/blog/addressable-tv-advertising/)
- [Strategus](https://www.strategus.com/blog/what-is-addressable-tv-advertising)
- [Harmonic Inc.](https://www.harmonicinc.com/insights/blog/driving-results-with-addressable-advertising-a-comprehensive-overview)
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
Deutsch 
English (UK)