Addressable television is becoming increasingly important for decision-makers. It helps companies to play out advertising messages with a high degree of targeting accuracy. This innovative form of advertising reduces wastage and noticeably increases the efficiency of campaigns. Addressable television makes it possible to reach different viewer groups individually within the same programme. Households receive adverts that are tailored to their needs and interests.
Addressable television as the key to reaching target groups
Traditional TV advertising sends the same message to all viewers. Addressable television clearly differentiates here by only playing adverts to relevant target groups. This significantly reduces wastage. Companies can use demographic criteria, regional data or individual viewing habits to segment their target groups more precisely and address them specifically. An example from the automotive industry: the Schmidt family receives an advert for electric cars, while the Müller family sees an advert for gardening tools at the same time, even though they both use the same channel.
Small and medium-sized companies also benefit considerably. For example, a regional restaurant can send targeted advertising messages only to households in its catchment area. Another example is provided by a manufacturer of sustainable clothing that only sends its adverts to environmentally conscious consumers within certain areas. This not only increases the advertising impact, but also the efficiency of the budget used.
BEST PRACTICE with one customer (name hidden due to NDA contract) In one project, the use of addressable television enabled advertising playout to be regionally focussed within important target segments. This reduced wastage by more than 30 % and significantly increased campaign performance.
More efficiency and transparency through digital technologies
Addressable television combines the advantages of traditional TV with the precise targeting options of online marketing. Automated processes, such as programmatic advertising, facilitate targeted playout in real time and allow quick adjustments to market or usage changes. This saves costs and creates room for creativity in advertising content.
In practice, this can be seen, for example, with a sporting goods manufacturer that delivers seasonal offers specifically to sports enthusiasts in urban centres. A regional energy supplier, on the other hand, uses addressable television to communicate new tariffs specifically for certain neighbourhoods and thus efficiently target advertising pressure. This technology also allows streaming providers to send personalised recommendations via advertising spaces.
BEST PRACTICE with one customer (name hidden due to NDA contract) By integrating automated target group segmentation and real-time control of its advertising campaigns, the client was able to significantly reduce AdWords costs and at the same time increase the click-through rate of its campaigns.
Addressable television: High range meets precision
Despite digitalisation, television remains a mass medium with a high level of trust among viewers. With addressable television, this reach can be combined with maximum precision. The result is an efficient media mix that enables both a wide reach and a personalised approach.
This is shown by examples from the tourism industry: while a hotel chain advertises regional offers specifically in the catchment area, a car hire provider targets holidaymakers with a corresponding user profile in several federal states. A well-known mail-order pharmacy uses addressable television to convey different product messages to different age groups in order to increase the conversion rate.
BEST PRACTICE with one customer (name hidden due to NDA contract) The company combines traditional TV advertising with addressable ad impressions, which has led to a measurable increase in brand loyalty in core target groups.
My analysis
Addressable television supports decision-makers in designing more efficient and targeted advertising campaigns. It helps to reduce wastage and increase the impact of advertising. The combination of wide reach and precise targeting creates an unbeatable marketing tool. Decision-makers have reported that both small regional providers and large companies benefit significantly from this approach. iROI-Coaching will be happy to support you in the planning and implementation of projects relating to addressable television and provide valuable impetus for greater success.
Further links from the text above:
Addressable TV - Targeted TV advertising for every budget
The advantages of Addressable TV - targeted marketing on TV
Addressable TV advertising: costs, target groups & tips
Addressable TV: The smart solution for targeted advertising
Addressable television: How to revolutionise your marketing
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