THE POWER OF ADDRESSABLE TV ADVERTISINGBLOG POST
What is Addressable TV Advertising?
In simple terms, this is the ability to show different types of advertising to households watching the same TV programmes, during the ad-break.
This form of advertising is mutually beneficial for all parties: –
Brands – can select their desired TV audience, as well as being offered the opportunity to match their current customers
Viewers – receive a highly-targeted form of personalised advertising that is of interest to them, resulting in a more enjoyable viewer experience.
How does it work?
Advertisers get the opportunity to define their target audience, using thousands of attributes.
Addressable TV uses programmatic technology and advanced audience metrics. The set-top box which is a feature of many homes, along with census data, provides the data required to produce the segmentation criteria which includes targeting based on income, ethnicity, children, home ownership and even car leases.
BENEFITS OF ADDRESSABLE TV
TV Advertising has always been attributed to the big budget, big brand campaigns that reach the masses through nationwide coverage – a numbers game! The addressable TV advertising option puts the viewer at the heart of communication, ensuring that they watch advertising that is relevant. This targeted approach means that there is less wastage and more significant results are achieved.
No Bots Here
The high levels of quality and transparency demanded from TV and On-demand advertising ensures that it has a strong reputation for effectiveness, and gives advertisers confidence in efficient delivery which can be tracked and measured. The increased awareness and coverage of the potential threats of ‘Bot Fraud’ within digital advertising has heightened the challenges that are prevalent within the digital advertising arena.
Not Just a One Hit Wonder
The considerable benefits offered by addressable TV Advertising has led to many businesses returning to TV Advertising, along with businesses investing in repeat campaigns. Sky AdSmart reported “64% of advertisers return for another campaign”
Creativity at the Forefront
To strengthen the advertising efficiency, the creative side of the advertising can also be addressed. Local advertisers can feature landmarks and references that are applicable for their chosen market, graphics and locations can be added to end frames to ensure that there is a noticeable call to action – the personalisation opportunities are endless.
TV Advertising for All
With a reputation for having a hefty price tag, TV Advertising has been disregarded by many brands and businesses. The introduction of Addressable TV Advertising means that TV is no longer the domain of big businesses with sizeable budgets, it offers a solution for all types of advertisers to talk to their desired audiences with a price tag that is specific to their individual needs as well as being achievable.
And they’ll never know
The striking benefit of Addressable TV Advertising is that the audience will never know when they’re watching a ‘targeted advert’ as the adverts are seamlessly placed within linear TV Advertising.
ADSMART POWERED BY SKY
Launched in 2014, Sky AdSmart is the European leader of household-level addressable TV Advertising. With over 1400 targeting attributes along with Sky AdSmart Area teams with knowledge of the local sectors, advertisers receive a quality-assured service from a trusted Sky media brand.
The Sky AdSmart reach was strengthened in 2018 with the collaboration with Virgin Media offering a potential addressable audience of up to 30 million viewers.
As business stakeholders strive for effective and measurable ways to target audiences and achieve results, the Addressable TV Market and the impact of new entrants will make it an interesting sector to follow.
As one of Sky AdSmart’s recommended production partners, Equinox has had the pleasure of introducing many brands to the power of Addressable TV Advertising over the last three years. Applying criteria ranging from Postcode, Home Owner and Experian data, check out our Sky AdSmart case studies, and don’t forget to contact us if you’d like to know how to start your journey using Addressable TV Advertising!
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