Addressable television is changing the way companies reach their target groups. With this technology, advertising messages can be targeted at specific households. This means that every viewer sees adverts that suit them. Addressable television combines the emotional impact of television with the precision of digital advertising. This results in campaigns that are more efficient and measurable than traditional TV advertising.
Why addressable television is changing the marketing world
In the past, companies had to live with wastage. Everyone saw the same advert, regardless of whether it was relevant or not. Addressable television does things differently. It uses data to send adverts only to the right people. This saves budget and increases impact. Many companies report that this method enables them to attract more customers and increase their brand awareness in a targeted manner.
For example, a regional furniture store can target families in the neighbourhood who are currently planning a new kitchen. A car dealership only shows adverts for electric cars to households that are tech-savvy and have a high income. A pharmacy reaches senior citizens in the neighbourhood who are interested in health issues. This makes advertising relevant and personalised.
Addressable television in practice
Examples from the retail sector
A furniture store in a medium-sized town launches a campaign for a new kitchen showroom. It uses addressable television to reach households that have visited property portals in recent months. The adverts are only shown in the evening when the target group is at home. The result: more visitors to the shop and a higher conversion rate.
A shoe shop targets young professionals who are interested in fashion. The advert is shown on lifestyle channels that are frequently used by this target group. The campaign is regularly adapted based on the data collected.
An electronics store advertises a new smartphone. The advert is only shown to households that have searched for smartphones in recent weeks. This results in less wastage and more interest.
Examples from the service industry
A beauty salon wants to attract more customers. It uses addressable television to reach women who are interested in beauty topics and live nearby. The adverts are shown on channels that are frequently used by this target group. The result: more appointment requests and higher customer satisfaction.
A physiotherapy programme is aimed specifically at senior citizens in the region. The advert is played out on channels that are favoured by older viewers. The campaign is regularly adjusted based on the data collected.
A pharmacy wants to publicise its services. It uses addressable television to reach households that are interested in health topics. The adverts are played out on channels that are frequently used by this target group. The result: more visitors and higher customer satisfaction.
Addressable television and iROI coaching
Many companies ask themselves how they can best utilise addressable television. This is where iROI coaching comes into play. We support you in the planning and implementation of your campaigns. Together we analyse your target groups and develop tailor-made strategies. This gives you impulses that support your marketing goals.
Customers often report that they achieve more with our support than with traditional methods. We help you to select the right channels, use the right advertising formats and regularly optimise the campaigns.
Our customers come to us with different challenges. Some want to increase their brand awareness, others are looking for more efficient advertising options. We accompany you every step of the way and give you the impetus to move your projects forward.
BEST PRACTICE with one customer (name hidden due to NDA contract) A medium-sized car dealership wanted to attract more customers to its electric vehicles. With our support, it launched an addressable television campaign that targeted tech-savvy and high-income households. The adverts were played out on channels that are frequently used by this target group. The campaign was regularly adjusted based on the data collected. The result: more visitors to the shop and a higher conversion rate.
My analysis
Addressable television is an innovative method that helps companies to reach their target groups in a targeted manner. The technology combines the strengths of television with the precision of digital advertising. This results in campaigns that are more efficient and measurable than traditional TV advertising. Many companies report that this method enables them to win more customers and increase their brand awareness in a targeted manner. With the right support and the right strategies, you can achieve your marketing goals and realise your projects successfully.
Further links from the text above:
Addressable TV as an innovative form of advertising for SMEs: a revolution in local marketing
Addressable TV advertising: costs, target groups & tips
Local marketing with Addressable TV
Addressable TV: The smart solution for targeted advertising
Addressable TV in the pharmacy: local advertising rethought!
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)