Advertising is getting more and more complicated as time goes on. Audiences have so many options in terms of what to watch—and an ability to easy skip over advertising that they don't want to see—that the challenge of getting through to audience members is more difficult than ever.
Addressable advertising can help to deal with the dilemmas of modern advertising by targeting an audience with hyper-personalization so that customers are more engaged and more likely to pay attention.
The following are four factors to be aware of regarding addressable digital advertising services to take advantage of this developing marketing tactic.
Addressability in advertising is about personalizing ads and optimizing them according to both geographic location and time of day.
The goal in addressable advertising is maximizing the relevance of the ad in question for the consumer who is viewing it. In order to attain maximum relevance, the ad is targeted according to not only geographic location, but also to the time of day when a certain demographic should be watching.
Addressability is the best way to maximize the chances that advertisements will connect a product or service to those most likely to be interested in it.
Addressable advertising relies on data collected from numerous channels such as browser histories, social media accounts, TV-watching habits, purchase histories, and social media pages.
Addressable advertising capitalizes on data in any form. While targeted ads in the past have used data from browsing histories and social media accounts, addressable advertising combines this data with purchase histories as well as search engine queries to pinpoint the right prospective customers.
Addressable advertising helps companies to reduce wasted money on advertising campaigns.
Nowadays, advertisers know that it's wasteful to put out ads that aren't targeted. It's best to only reach a few consumers who are highly likely to be interested than to reach thousands of consumers from among the general public.
The targeted nature of addressable advertising leads to a maximization of ROI on advertising campaign because every consumer reached is highly likely to be interested in the offer in question.
Addressable advertising brings together both television and digital media in formulating targeted ads.
Addressable advertising can also pull data from TV watching habits. Understanding consumer TV-watching habits is important in pinpointing what offers consumers will be most interested in. Addressable ads can run both on cable television and on streaming services to maximize the exposure they offer.