Television is the most effective medium for advertising which allows the marketers to convey an engaging story to the targeted audience. Marketers are entering into the new age of how TV advertising is planning, targeting, purchasing and measuring the things. Brands are looking forward to maximizing the opportunities that television provides to connect with the consumers. The new era was started with the trending buzz like Addressable, programmatic and cord cutting.
What is addressable TV?
TV stills a medium for advertisers for branding though cord cutting is on rising. Unlike other advertising mediums, the television can connect the audience as any other medium can do. The savviest customers are most addressable options for targeting the audience today. The advertisers can define the audience based on the first, second and third party data by serving the various ads to the audience.
With addressable TV, the ads can be delivered at household level through the satellite and cable as well as IPTV delivery system. The delivery with segmented delivery can be done at geographic, demographic and behavioral targeting levels through the addressable TV.
The programmatic TV technology
The programmatic technology has already revolutionized the digital media in targeting and measuring the results. By automating the procedures, advertisers can experience and decrease the complexity and improves the precise targeting and brand lifting.
Differences between the programmatic TV and Addressable TV
Programmatic TV automated way just like purchasing a TV. The Programmatic advertising is currently not offering the HH level of targeting and the ad serving which is provided by the addressable TV.
For buyers, the programmatic TV is the most efficient way of monetizing the inventory which is left unsold that adds an incremental type of revenue source. The programmatic channels not only find the buyers for fewer inventories but it can fetch the higher CPM rates at an average. The analysts estimate the efficiency of yielding the higher prices with an intention to hold the premium inventory.
Advertisers are very much interested in the programmatic media as the programmatic ads are delivering stabilized pricings.
The Addressable TV targets with the custom ads for the household and zone levels. The ads can be delivered basing on the customer interest in the particular brand. For suppose if a customer is more interested in the travel sites and travel related information, he has targeted with the concerned travel related ads through the addressable TV.
The addressable TV is the best way to target the things in a clearer manner. The programmatic Tv platforms provide the best targeting with the delivery speeds. It matters the targeted data which is less clear compared with the traditional programmatic targeting.
When comes to addressable advertising via set top box the data can provide more accurately with subscribers and serve the ads directly to the individuals on a particular data. The ad targeting services can be utilized using the date in abroad markets, but still, there is no such possibility to have an individually targeting or breaking into the segmentation at 100 %.
Finally, programmatic TV is the best technology that covers the end lines. Advertisers become more accustom towards the addressable, targetable and measurable audience across the digital platforms as well as to the connected TVs. It improves the targeting towards the linear with the same objectives.
The ad revenue is drifting towards the digital efforts from the television. Broadcasters are holding their dominance for decades and setup boxes are now offering in context for accompanying the ratings as well as explore the new ways to understand the audience competes with their competitors.