Addressable television is changing the way companies reach their target groups. This technology allows adverts to be targeted at specific households. Traditional television advertising addresses all viewers of a programme. Addressable television, on the other hand, makes it possible to address individual target groups precisely. Many companies report that addressable television enables them to significantly reduce their wastage and organise their campaigns more efficiently.
How does addressable television work?
Addressable television uses data on viewing behaviour and demographic characteristics. This information is used to target adverts to specific households. The technology works via networked devices such as smart TVs or set-top boxes. This means that different households see different adverts during the same programme.
For example, a regional furniture store can target families in the neighbourhood with advertising for a new kitchen exhibition. A car dealership only shows adverts for an electric car to households that are tech-savvy and have a high income. A physiotherapist targets senior citizens in the region and thus achieves an increase in appointment requests.
Advantages of addressable television
Addressable television offers several advantages. The targeted approach minimises wastage. The adverts only reach those who are actually interested. Attention is high because the adverts are precisely targeted. The exclusivity of the advertising formats ensures a strong brand impact. The measurability of the campaign performance is detailed and transparent.
A beauty salon from Kassel is targeting its campaign at women in the area who value professional and trendy beauty services. The target groups are young professionals, students, mothers and women of all ages who want to be pampered. The targeted approach via addressable television helps to reach precisely those women who are interested in the services on offer.
Addressable television in practice
Companies from various sectors use addressable television to achieve their marketing goals. A restaurant only advertises in its catchment area. A pharmacy operator reaches viewers in the neighbourhood in their exact postcode. A car dealership only shows adverts for a new model to households that are tech-savvy.
The campaigns are customised to the target group. The adverts are played during the most attentive phase. The advert usually lasts 10 seconds. The reach is enormous because the stations cover a wide range of interest groups.
A local car dealership can broadcast different adverts at the same time. Families see adverts for SUVs, singles for sports cars. All during the same programme. This makes the campaign efficient and cost-effective.
Tips for successful campaigns
Use retargeting to target people who have already interacted with your brand. Carry out A/B tests to see which advert works better. Analyse when your target group is most often in front of the TV and schedule the campaigns for these periods.
A regional furniture store operator advertises its new kitchen exhibition specifically to families in the neighbourhood. A car dealership only advertises a new electric car to households that are tech-savvy and have a high income. A physiotherapy centre targets senior citizens in the region, resulting in an increase in appointment requests.
The performance of addressable TV is measured using various KPIs. These include the number of impressions, the click-through rate, the conversion rate and other relevant key figures. The campaigns are continuously optimised to achieve the best possible results.
Addressable television and iROI coaching
iROI-Coaching supports companies with projects relating to addressable television. Many clients come to us with the question of how they can address their target groups precisely and minimise wastage. The support includes analysing the target group, developing the campaign strategy and optimising the commercials.
A beauty salon in Kassel wanted to attract more customers looking for high-quality hairdressing and beauty services. The campaign was aimed at women in Kassel and the surrounding area who value professional and trendy beauty services. Target groups included young professionals, students, mums and women of all ages who want to be pampered and have seen videos about beauty, nail design, etc. in the past. The targeted approach via addressable television helped to reach exactly those women who were interested in the services on offer.
A local car dealership wanted to raise its profile in the region and generate new customers. The campaign was aimed at families and singles in the neighbourhood. The adverts were individually tailored to the target group. Performance was continuously measured and optimised. The campaign was very successful and achieved an increase in appointment requests.
A pharmacy operator wanted to raise its profile in the region and generate new customers. The campaign was aimed at senior citizens in the neighbourhood. The adverts were individually tailored to the target group. Performance was continuously measured and optimised. The campaign was very successful and achieved an increase in appointment requests.
My analysis
Addressable television is revolutionising marketing. The targeted approach to individual target groups minimises wastage and increases the efficiency of campaigns. The measurability of campaign performance is detailed and transparent. The reach is enormous because the broadcasters cover a wide range of interest groups. Companies from various sectors use addressable television to achieve their marketing goals.
Further links from the text above:
Addressable TV as an innovative form of advertising for SMEs: a revolution in local marketing
Addressable TV advertising 2025: costs, target groups & tips
Addressable TV - Targeted TV advertising for every budget
Addressable TV: The smart solution for targeted ...
Addressable TV: Personalised advertising on television
Addressable TV in the pharmacy: local advertising rethought!
What does Addressable TV mean? A definition.
Addressable TV - Targeted TV advertising for more success
Adressable TV - : - A commercial for me alone
What is Performance TV? Definition and how it works
Addressable TV : Local TV advertising for SMEs with ATV ...
ATV - Television advertising for small budgets
Addressable TV and the revolution in the advertising world
Addressable TV advertising - launch your powerful TV campaign
How you can use Addressable TV
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