Marketers are frantically trying to determine the best strategy to connect with an audience with connected advertising. But now a days TV ads that is becoming more and more dispersed as the distinctions between traditional and digital media. Consumption blur and, in many cases, disappear entirely. Some marketers believe that there is just one option here: either take advantage of traditional TV’s enormous audiences and storytelling prowess. Utilise digital video’s razor-sharp targeting and tracking tools.
But you may have both with connected TV advertising. Marketers may combine the effectiveness of digital advertising with the impact of linear TV commercials thanks to connected TV. For example, you see many tv commercials or ads which are very famous globally specially in USA. There is one tv commercial about mobile and internet services provider company Xfinity. You might think what is special about this ad? The answer is the Xfinity commercial actress, who’s name is Becky-G. To read more about actress you can check the given link.
A drastic change in TV viewers
Both viewers and ad spending have shifted in recent years from traditional to connected TV. Nowadays, viewers use a number of over-the-top (OTT) services to watch their favourite movies and TV series beyond the boundaries of traditional TV providers, which reduces the importance of where to display adverts slightly. As a result, marketers are utilising connected TV advertising to concentrate more on the audience they are serving commercials to.
Jim White, Senior Vice President, Mindstream Media Group, claims that linked TV is the “what’s hot” at the moment, at least for his company. In terms of data targeting, various behavioural characteristics, and personalities, “it’s taking the best of the digital world and targeting individuals in a television context with digital capabilities.”
Here are some of the most important questions marketers have about switching to connected TV advertising, to help you embrace this change.
What distinguishes connected TV ads from conventional commercials?
Despite not being purchased, sold, or delivered in the same ways as linear TV commercials, connected TV ads have the same look and feel.
Advertisers buy TV spots for traditional advertising at certain times during specific programming on specific networks. Based on the number and demographics of each program’s audience, advertisers choose which ads to purchase. Media sellers utilize Gross Rating Point (GRP) to calculate the proportion of the target audience that is likely to have viewed the programme.
How do you identify specific viewers?
Cross-device matching, which enables advertisers to recognize consumers across a number of linked devices, is the key to displaying adverts in this manner. Identification of particular audience members and serves them ads across various devices by using digital footprints from computers, smartphones, tablets, and linked TVs.
What methods of targeting are there to reach the relevant connected TV audiences?
Let’s discuss the various targeting possibilities now that we’ve looked at how to identify viewers.
With different targeting choices depending on each provider’s unique technology, there are numerous linked TV advertising suppliers.
Let’s examine the targeting options provided by Simpli.fi’s connected TV solution as an example.
Addressable targeting
In this form of linked TV targeting, particular members of the target audience are served advertising with exact geofences around their addresses.
Behavioral targeting
With this kind of targeting, you may show consumers advertisements based on the behavioural and intent-based clues they leave behind while they browse online material. In order to target, you can:
- The link and tag information collected from websites your target audience visits
- The contexts in which your target audience members access web material
- The internet searches made by individuals of your target audience
Demographic targeting
Data from reputable sources, such as household censuses, warranty registrations, questionnaires, credit bureau records, and purchase histories, is used in demographic targeting. Then, you can add this to behavioural targeting to focus on very certain audiences.
You can target households all around the country using the technology provided by Simpli.fi based on more than 1,500 demographic characteristics.
How does this impact local businesses?
Local businesses and multi-location brands have a huge chance to target viewers based on highly specific geographic data thanks to connected TV advertising. Here is a look at the geographic targeting options provided by connected TV solutions from Simpli.fi.
Timing is the key here
The U.S. Bureau of Labor Statistics estimates that in 2020, Americans watched TV for a total of 3.05 hours a day. Actually, that’s increased slightly from 2.74 in 2019. 2
Of yet, unlike the days when three big networks dominated the airways, advertisers today do not have a one in three chance of grabbing the attention of each of those viewers. There could be 10,000 channels available to cable-connected viewers today, including paid channels with no commercials.
TV advertisements routinely yield businesses the highest rate of investment of any media advertisements in the United States. 3 Each station is subject to additional subject-specific restrictions as well as time restrictions on the length of the advertisements they can air. For instance, beer advertisements won’t be shown during a morning children’s programme. However, digital marketing based on user algorithms is far more exact than TV advertising.
Effective TV Advertising
For businesses with a limited advertising budget, it’s critical to choose the ideal time and price to display the advertisement. A successful advertising campaign is the consequence of making a number of good choices, such as how frequently the advertisement is aired, how many people watch it each time, and the level of engagement it generates.
For instance, a lot of TV advertisers are utilising second-screen marketing. The purpose of these advertisements is to get viewers to use their mobile devices (those “second screens”) to interact with the brand while the live programme is airing.
To promote their products to these particular audiences, brands and media firms also try to match the demographics of the viewers—such as their age and gender—to each show. The overall cost of running the advertisement is influenced by the popularity of the programme and the number of times the advertiser agrees to air the advertisement.
The Super Bowl, the Olympics, or a programme like Saturday Night Live’s 40th anniversary celebration are just a few examples of live event programmes where advertising is still prevalent even though the TV ad model is changing due to the shift to online programming and streaming services like Netflix Inc. (NFLX) and Hulu.
Advertising space is expensive if the show is one that viewers desire to see in real-time. With binge-watching, DVRs, and streaming, the definition of “primetime” has altered. Traditionally, it referred to the busiest hours of the day when viewership was at its highest.
The Cost and Pricing of TV Ads
Advertisers and networks have been utilising Nielsen ratings and the pricing metric CPM for years (or cost-per-thousand, a barometer of the cost of reaching 1,000 viewers). Because of how and when people watch television these days thanks to technology, that measurement is becoming less significant.
Advertisers can cease relying on the precise time a show airs if they concentrate on targeting extremely specific categories of audiences. Finding the right audience is more important than assuming a particular time period is the golden ticket.
The expected advertising revenue for primetime viewership for networks including NBC, ABC, Fox, CBS, and CW is between $8 billion and $10 billion, according to Variety.
The major targets for decades were programmes that aired between 8 p.m. and 11 p.m. Even though the shift to digital is making it less appealing, it is still a highly sought-after time period.
Conclusion
Due to industry-wide consolidation, it’s not always evident how the loss of primetime network ad income affects networks that are controlled by the same media conglomerate. Although streaming sites have already started to embrace this approach, it is apparent that premium subscriptions will enable for customers to view without commercials.
