Addressable television is becoming increasingly important in today's media landscape. It combines the classic reach of linear television with the precise targeting possibilities of digital marketing. Companies of all sizes are using this technology to send their advertising messages to relevant target groups. Addressable television makes it possible to customise advertising and increase the efficiency of campaigns at the same time. Many clients come to us because they want to modernise their marketing strategy and achieve greater impact.
How does addressable television work?
Addressable television uses internet-enabled smart TVs to target adverts to specific households. The adverts are displayed on the basis of data such as age, gender, place of residence or interests. This means that two households watching the same channel see different advertising content. The technology is based on the HbbTV standard and enables a personalised approach that was previously only possible online.
For example, a pizzeria in Hamburg can only send its advertising to households in the St. Pauli district. A fitness studio targets people who are interested in sport. And a car dealer only shows adverts for family cars to households with children.
Advantages of addressable television
Low wastage
With addressable television, you only reach the target group that is relevant to your offer. This saves budget and increases effectiveness. Small companies benefit in particular because they can place their adverts locally and cost-effectively.
A hairdressing salon can limit its advertising to households within a certain radius. A property agent targets people who are looking for a new home. And a fashion shop only shows adverts for seasonal collections to customers who are interested in fashion.
High reach and awareness
Addressable television utilises the broad reach of television. At the same time, the advertising remains individual and relevant. This increases brand awareness and trust among viewers.
A regional company can quickly become known without having to produce expensive advertising spots. A service provider can reach many potential customers in a short space of time. And a local retailer benefits from the high level of attention that television advertising offers.
Measurability and optimisation
Addressable television allows you to precisely measure the success of your campaigns. You receive detailed analyses and can adjust your advertising in real time. This makes your marketing budget more efficient and your campaigns more successful.
A restaurant can track how many viewers have reacted to the advert. An online shop can see which target group has made the most purchases. And a service provider can optimise its advertising messages based on the results.
Practical examples from the industry
Many companies are already using addressable television successfully. A local car dealer only advertises family cars to households with children. A fitness centre targets people who are interested in sport. And a fashion shop only shows adverts for seasonal collections to customers who are interested in fashion.
Another example: A pharmacy in a small town only advertises seasonal products to households in the surrounding area. A restaurant only reaches potential customers in the neighbourhood. And a property agent targets people who are looking for a new flat.
Another advantage: companies can control their advertising according to the time of day, day of the week, weather or even the programme environment. This means that advertising always remains relevant and appealing.
Addressable television and iROI coaching
iROI-Coaching supports companies in the realisation of addressable television projects. We provide support in defining target groups, planning campaigns and analysing the results. Clients often report that our support helps them achieve greater impact and utilise their marketing budget more efficiently.
Our clients come to us because they want to modernise their marketing strategy and achieve greater impact. We provide impetus, accompany the process and support the implementation.
BEST PRACTICE with one customer (name hidden due to NDA contract) A regional car dealer wanted to organise its advertising more efficiently. With our support, he precisely defined his target group and placed adverts for family cars only to households with children. The campaign was analysed and optimised in real time. The result: the number of visits to the shop increased significantly and the marketing budget was utilised more efficiently.
My analysis
Addressable television is an innovative strategy for attracting the attention of the target group and exerting a lasting influence. It combines the classic reach of television with the precise targeting possibilities of digital marketing. Companies of all sizes can customise their advertising while increasing the efficiency of their campaigns. Addressable television is the secret power for your market success.
Further links from the text above:
Addressable TV brings personalised advertising to television
The advantages of Addressable TV
Addressable TV and the revolution in the advertising world
The revolution in online marketing for small businesses
Addressable TV - Targeted TV advertising for more success
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)