How and why to embrace the future of advanced TV
2020 and 2021 were record years for the television industry as media consumption heavily increased during the coronavirus outbreak. More viewers than ever also continue to migrate over to streaming services. This means that advanced TV is now back at the top of the list as a consumer-preferred streaming device.
With on-demand and streaming services churning out content to keep up with binge culture, advertisers are looking to shift budgets away from linear television and toward this accelerated streaming method. Brands know they can’t target consumers like they did back when there were only three major television networks. So, they are increasing their budgets to precisely target households, build awareness, and drive business outcomes through advanced TV advertising across devices.
Addressable TV advertising allows brands to reach the viewers watching video-on-demand, regardless of device. Brands can go beyond basic demographics and put their first-party data to work with the proper strategy. It’s one of the most effective ways for a brand to reach the right person in a meaningful way.
To prove this point, we put together some benefits of incorporating an advanced TV strategy into your marketing program.
More reach: As more and more people switch from traditional TV, advanced TV can reach a significantly higher number of people than before. In 2020 alone, the total hours spent with connected TV devices was up 81% year over year. That’s a whole lot of people spending a whole lot of time viewing non-traditional video content.
Personalized targeting: Audience-based data targeting allows brands to reach consumers most likely interested in the advertised product or services, even when two different people or households are watching the same content. With addressable TV, each viewer sees different ads based on their particular interests, habits and demographics.
Campaign optimization: Brands can track performance throughout campaigns and optimize audiences and inventory in real-time, staying right in line with advanced TV’s on-demand culture.
Omnichannel approach: Gone are the days of stationary TV viewing. With consumers accessing content across multiple platforms and devices, often independent of location, brands can further reach desired audiences whenever and wherever they are.
The future of TV Advertising is now; privacy is at the forefront
While digital identity is critical, above anything, advanced TV advertisers also need to keep consumers’ interests and privacy at the forefront of strategy. Yet even while navigating the ins and outs of privacy best practices and regulations, advanced TV still provides a more rewarding consumer experience, if done correctly. To do this, advertisers must serve cross-screen video ad execution in a privacy-safe and consumer-friendly method with the help of a trusted third party and by matching the right ad to the right groups of viewers across screen types.
With the right identity provider like Throtle and accurate consumer data, unpacking the consumer journey and attribution across screen types becomes easier than ever. Advanced TV campaigns quickly evolve into successful and essential parts of your marketing approach that you’ll never regret implementing.