Can you streamline your TV advertising plan as you would with digital advertising?

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Today, your brand’s target audience wants to view video content on multiple platforms and devices. A real challenge for you, advertisers... but this trend also paves the way to innovative advertising possibilities!

In parallel, advertisers also want to reach their audiences via effective, ROI-strong and data-driven advertising strategies, on any device. These are all benefits of digital advertising that, until now, traditional TV advertising did not allow.

But addressable TV advertising has changed that: you can now launch ultra-targeted TV advertising campaigns using these same tactics. Discover here the huge potential of this type of advertising campaign for your brand

TV advertising is still relevant to your marketing mix!

While TV advertising may seem somewhat outdated for today's marketing strategies, which are increasingly turning to digital advertising, it is not. 
First of all, the TV consumption figures prove it: 78% of Europeans watch traditional TV (i.e. analogue TV) every day. 

What's more, TV ads continue to have the strongest and longest impact on audiences, driving more incremental sales than any other advertising device.

But from now on, it is especially the arrival of addressable television that allows advertisers to create ultra-targeted TV commercials. This new type of advertising campaign uses the same principles as digital advertising, and is changing the television landscape.

Here again, the figures speak for themselves: 35% growth in revenues were generated by addressable TV in Europe between 2019 and 2020.

Another advantage of this type of campaign is that it allows all types of brands to access TV advertising. Its cost being much more accessible, advertisers traditionally present on TV are getting involved, but also digital advertisers, niche brands, and even SMEs and VSEs. 

This will motivate you to diversify your advertising investments by deploying an addressable TV campaign!

What is addressable TV? 

Addressable TV (ATV) is a synonym for segmented TV. It is a technology that allows targeted, personalized advertising to be delivered to distinct audience segments watching the same TV program at the same time, via connected TV.

Thanks to this system, we move from a "one-to-many" mode to a "one-to-one" mode, personalized: all the viewers will not be sent the same advertising spot, according to different targeting criteria. 

How is addressable TV advertising delivered?

Segmented TV can be delivered by two distinct methods: 

  • Either by Digital Video Broadcasting (DVB): this refers to the traditional TV broadcasting method 
  • Or via managed TV platforms: this includes the television broadcast by telephone and Internet operators on Internet boxes

What does the addressable TV market look like?

It’s important to know there are many local differences between addressable TV: laws, technologies and key-actors vary from country to country. 

But it is estimated that, in France, 7.5 million households can already be targeted through addressable TV ads. And by 2023, this figure will grow to 16 million households (i.e. 70% of the market).

“The arrival of addressable TV is a small revolution in the advertising world. It allows brands that previously had no access to TV advertising to dive into it, while precisely targeting their core target, without spending their entire marketing budget. The keys to a good addressable TV advertising campaign? Choosing precise targeting criteria, designing formats according to your marketing goals, creating of a global media plan, to test the most relevant channels for your needs." Benjamin Townend, Head of Marketing & Communications - Group at Gamned!

What segmented TV advertising formats are available?

You now know the state of the art of addressable TV. Now, let’s see which advertising formats you can invest in. 

You can activate different formats for this type of TV commercial:

  • Click-to-video, which is a combination of display and video advertising
  • SwitchIn Spot, which is the integration of a video ad after the viewer has switched channels 
  • Target Spot, a single video ad placement 
  • The Spot Frame, a mix of display and traditional TV spots 
  • ATV Spot, which helps you position your ads in the commercial break 
  • The L-shaped banner 

Each of these formats has specific benefits, and should be chosen according to the goals you want to achieve, and the advertising messages you want to broadcast.

What targeting possibilities does this type of advertising offer?

Segmented TV offers today a very interesting targeting finesse, which allows any advertiser to reach its core target. 

You can currently target your audiences in your segmented TV campaigns based on... 

  • The volume of television content they consume
  • Their television viewing behavior
  • Socio-demographic criteria
  • The type of device they use (Smart TV, desktop, mobile, tablet...) 
  • Their geolocation

These criteria can come from first-party data (from Internet service providers who share those with TV advertising agencies), or from third-party data (such as data related to the stock market, the weather, etc).

The best practice for TV advertising today? Integrate this type of advertising into your marketing plan, while ensuring that you streamline your media buying based on their performance and relevance to your targets. The idea is to create a true omnichannel broadcasting plan, streamlined according to your objectives and the performance of each channel in relation to your targets. 

Want to launch a results-oriented TV advertising campaign? Contact a Gamned! expert right now, to benefit from our expertise.


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