At a time when advertising needs to be ever more targeted and efficient, addressable television opens up new opportunities to reach customers individually on every screen. This innovative technology combines the reach of traditional TV stations with digital precision, allowing companies to play out their messages only to relevant target groups. This means that budgets can be utilised sparingly while achieving a high impact.
What makes addressable television so effective?
Addressable television stands out from traditional TV advertising thanks to its data-based targeting. Instead of general advertising that is the same for all viewers, the advertising content is tailored precisely to the interests, demographic characteristics and usage behaviour of individual households. For example, a family that enjoys gardening might see an advert for gardening tools, while another household might see an advert for electric cars at the same time. This personalised approach ensures greater attention and relevance.
A mobile phone provider from the telecommunications sector was able to significantly increase its subscriber numbers through the targeted use of addressable television in urban regions. At the same time, a regional furniture store relied on specific adverts that were only shown to households with children, which noticeably increased footfall in the shops. A car manufacturer also achieved better recall values by targeting its advertising precisely at potential buyers in affluent neighbourhoods.
Practical application and industry examples for addressable television
In food retail, for example, addressable television is used to target offers and promotions to consumers with specific purchasing habits. An organic supermarket chain was able to target health-conscious households in this way and thus strengthen customer loyalty. Companies from the tourism industry only broadcast adverts for holiday destinations or wellness hotels to viewers who have previously shown an interest in the relevant content.
In the financial sector, banks and insurance companies use addressable television to individually advertise different pension or retirement products - for example, young audiences for digital investment opportunities and older households for pension insurance. A car brand also tested personalised advertising spots for various vehicle models, which led to a measurable increase in test drive enquiries and sales.
BEST PRACTICE with one customer (name hidden due to NDA contract) A medium-sized tech company used addressable television in a targeted manner in several major cities. Personalised messages were played out depending on the demographic profile and previous product interactions, which significantly improved lead generation and sustainably reduced campaign costs. The combination of data-driven targeting and creative content led to increased brand awareness and measurable sales growth.
Technical basics and playout options
Addressable television is usually delivered via internet-enabled smart TVs or set-top boxes that are connected to the internet. This makes it possible to deliver targeted digital advertising content depending on the user profile without other viewers seeing the same adverts. The data used comes from socio-demographic sources, location information or media usage behaviour. This allows advertising spots to be dynamically adapted and optimised in real time.
An online shop from the fashion sector significantly increased its conversion rate by displaying personalised advertising banners in addressable television. At the same time, various service providers benefited by using regional targeting to increase their local presence. An agency was also able to react flexibly to changing customer needs through the automated adaptation of ad content without having to realise new campaigns.
How to use addressable television optimally for your success
In order to use addressable television efficiently, you should first define your target groups precisely and specify relevant criteria such as age, region, interests or purchasing behaviour. Use existing data sources to obtain as precise a picture as possible of your customers. Then design advertising content that is specifically tailored to these groups and offers a high level of emotional or practical relevance.
Small and medium-sized companies in particular benefit from the low-cost opportunity to effectively place brand messages on TV without risking high wastage. Clear target group segmentation reduces unnecessary expenditure and creates a better connection with customers.
It is also a good idea to systematically analyse key performance indicators such as click rate, conversion rate or impressions. This makes it possible to improve campaigns over time and deploy resources in a targeted manner. If you are looking for assistance with this process, iROI-Coaching will provide you with expert support in the planning and implementation of all aspects of addressable television.
Examples of effective target group communication
An insurance company was able to target households with owner-occupied homes with a targeted campaign for home insurance and thus gain new customers. A manufacturer of smart home solutions used targeted advertising for technology enthusiasts in urban areas. Similarly, a sportswear brand targeted families with children who are interested in outdoor activities.
My analysis
Addressable television opens up a wide range of opportunities for more personalised and targeted advertising. The combination of traditional television and digital target group management reduces wastage and increases the impact of advertising. Companies from a wide range of industries are already successfully using this technology to reach customers in a targeted manner and optimise their marketing strategies. Continuous measurability and customisation make addressable television a forward-looking tool that can accompany you in your marketing mix.
Further links from the text above:
Addressable TV - Targeted TV advertising for every budget
Placing TV adverts regionally - your advertising on TV
The advantages of Addressable TV - targeted marketing in the ...
Addressable TV and the revolution in the advertising world
Addressable TV advertising 2025: costs, target groups & tips
Addressable TV brings personalised advertising to ...
ATV | Addressable TV explained simply & quickly
Addressable TV - Targeted TV advertising for more success
Addressable TV for television advertising in the region
ATV vs. CTV - significance, differences and forecast
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