Addressable television: How to revolutionise your marketing

Addressable television is increasingly changing the advertising landscape and helping companies to optimise their marketing strategies in a targeted manner. With the ability to control advertising content individually, advertisers can play their message directly to specific target groups. This targeted approach reduces wastage and significantly increases efficiency.

What makes addressable television so valuable for your marketing?

Addressable television combines the emotional power of classic TV advertising with the precision of digital targeting. Instead of showing one and the same advert to a wide audience, you can reach different households at the same time with different messages. This is based on extensive viewer data that enables personalised targeting. This allows you to address families, singles or regional prospects with advertising content tailored to them.

Example from the automotive industry: While families watch a commercial for family-friendly SUVs during a programme, tech-savvy singles are shown dynamic ads for sports cars. In the healthcare sector, a physiotherapy practice can target senior citizens regionally with suitable offers and thus attract new patients. In retail, offers can also be customised for specific product categories or regions.

This increase in efficiency is supported by modern technologies such as data analysis and programmatic advertising. They enable campaigns to be monitored and flexibly adapted in real time.

Addressable television in everyday life: practical examples from various industries

In practice, the variety of possible applications is clear to see. A regional furniture store can use addressable advertising to draw the attention of families in the catchment area to a new kitchen exhibition. A beauty salon can target several advertising messages for hair styling and make-up to different target groups, for example young professionals and students in the neighbourhood.

Pharmacies also use addressable television to target local customers and draw attention to service offers. The RTL Group's television channels offer access to a wide range of interest groups with their extensive channel portfolio, which allows them to be targeted precisely.

BEST PRACTICE for a customer (name withheld due to NDA agreement): A medium-sized car dealership significantly increased its enquiries for electric vehicles through the targeted use of addressable television. The campaign was aimed at high-income households in the area with an interest in technology and thus achieved maximum relevance among potential buyers.

Tips for successful campaigns with addressable television

There are valuable starting points for advertisers:

• Use retargeting to retarget people who have already been in contact with your company.
• Carry out A/B tests with different adverts to find out the most effective approach.
• Plan the timing of your adverts so that you reach your target group during peak television usage.

In combination with data-driven insights, addressable television enables precise control of the advertising budget and better measurement of success based on relevant key figures such as impressions, click-through rate or conversion rate.

BEST PRACTICE with a client (name withheld due to NDA agreement): A regional retailer tested various advertising messages based on local customer preferences. Thanks to the possibility of targeted targeting, the frequency of visits to the shop increased significantly within a short period of time.

How iROI coaching supports you in projects with addressable television

Many companies come to us with the challenge of how they can use addressable television in a targeted and efficient manner. iROI-Coaching offers individual support in the planning, implementation and optimisation of your campaigns. We help you to identify relevant target groups, develop suitable advertising content and make the success of your measures measurable.

Particularly in complex marketing projects with addressable television, we help to coordinate technical and strategic aspects and thus optimise your investments.

BEST PRACTICE with a customer (name concealed due to NDA contract): A start-up utilised iROI coaching for its entry into addressable television. Thanks to professional support, it was able to reach its core target group very precisely and quickly raise its profile in the region.

Addressable television: An important building block in modern marketing communication

Addressable television offers companies a unique combination of traditional television reach and digital targeting. If you want to strengthen your marketing strategies for today and tomorrow, you should utilise this innovative opportunity to get the right messages to the right people at the right time.

The technology supports you in reaching your target groups effectively and also provides valuable insights for the continuous development of your campaigns.

My analysis

Addressable television is becoming an indispensable tool for companies of all sizes. The combination of reach and precise targeting means that marketing budgets can be used more efficiently and wastage can be significantly minimised. Practical implementation requires expertise and good planning, but the results speak for themselves. Local and regional companies in particular benefit from the ability to direct their offers precisely to the target groups that derive the greatest benefit from them.

With professional support, such as that offered by iROI Coaching, campaigns can be designed in a targeted manner, which measurably increases success and improves investment security. In this way, addressable television supports your marketing strategy effectively and sustainably.

Further links from the text above:

Addressable TV as an innovative form of advertising for SMEs
Addressable TV advertising: costs, target groups & tips
Start Addressable TV advertising
Personalised advertising on television
Addressable television - smart solution for targeted advertising

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