But did you know that this applies beyond your standard digital devices (tablet, mobile and laptop)? Your smart TV – and the content delivered to you – is studying you every day. Thanks to the power of data, OTT and addressable TV, savvy media buyers can help ensure you see ads that are relevant to you.
How does a TV know what I care about? It doesn’t – but it can leverage data and targeted delivery to get pretty close. These calculations, based on countless variables like your household income, the type of car you drive, or even your political leanings, are one of the reasons OTT and addressable TV ad spend is projected to nearly double in 2023 compared to 2020.
Personalization is the key to unlocking higher engagement and conversion rates in advertising, and OTT and addressable TV are no exception.
From a consumer standpoint, ads are far less likely to feel intrusive and obstructive when they are relevant and exciting. A personalized ad experience improves overall experience, boosts engagement, and increases ROI for advertisers. As a consumer, haven’t we come to expect this level of personalization? We have – and 49% of consumers report that personalized shopping experience increases their chance of becoming a repeat buyer.
When it comes to personalizing ad delivery through smart TVs, addressable TV and OTT offer slightly different capabilities.
Addressable TV targets specific households, allowing advertisers to personalize messaging based on demographics, interests within the home, purchase behavior and viewing habits.
OTT, however, expands well beyond smart TVs, offering a multitude of commercial ad units and campaign types. With an OTT campaign, advertisers have more opportunities to engage with their consumers in a meaningful way, like sequencing the delivery of ads to ensure a complete narrative.
Through the use of OTT platforms, brands can target (and retarget) based on device type, user behavior, and location. These more precise options, in combination with the strength of ad format and delivery, give advertisers better results – higher engagement, recall and a stronger likelihood of purchase.
Here’s the good news – in 2023, OTT and addressable TV are now more accessible than ever. While previously only available to major national advertisers, we are thrilled to offer these platforms to all clients. Savvy media buyers know that this approach is a cost-effective way for businesses to get in front of their target audience as it enables them to target ads to specific households in a particular geographical area with a message that is tailored to that home.
Scalability is one of the most significant advantages of OTT and addressable TV advertising, thanks to programmatic advertising. Programmatic advertising automates the targeting and dynamic delivery of ads to the appropriate audience, allowing marketers and media buyers alike to reach any size of audience, while making sure that frequency and budget stay on track. No matter how small or large your potential audience, OTT and addressable TV can find them.
By deploying these platforms, advertisers can take advantage of personalization and first-party data integration. This is a growing trend: over the course of a year, we saw almost a 20% increase in brands using first-party data to create personalized experiences for their customers. Data strategy in smart media planning is here to stay, and media agencies should advise clients to leverage these video channels as a key part of an omnichannel approach.
As we roll into the second quarter of 2023, OTT and addressable are growing by leaps and bounds. Advertisers are using them as performance media. Is your business doing the same? Remember, your TV can see YOU – make sure that you and your business are looking right back at it!
SOURCES:
- AdRoll: “The Complete Guide to OTT Advertising: What It Is, Why You Should Use It, and How to Get Started” (2021)
- MarTech Advisor: “Programmatic Advertising and Its Impact on the Future of Marketing” (2021)
- eMarketer: “US Digital Ad Spending Update Q2 2022: The Midyear Outlook for Video, Audio, Social and Other Areas” (2022)
But did you know that this applies beyond your standard digital devices (tablet, mobile and laptop)? Your smart TV – and the content delivered to you – is studying you every day. Thanks to the power of data, OTT and addressable TV, savvy media buyers can help ensure you see ads that are relevant to you.
How does a TV know what I care about? It doesn’t – but it can leverage data and targeted delivery to get pretty close.These calculations, based on countless variables like your household income, the type of car you drive, or even your political leanings, are one of the reasons OTT and addressable TV ad spend is projected to nearly double in 2023 compared to 2020.
Personalization is the key to unlocking higher engagement and conversion rates in advertising, and OTT and addressable TV are no exception.
From a consumer standpoint, ads are far less likely to feel intrusive and obstructive when they are relevant and exciting. A personalized ad experience improves overall experience, boosts engagement, and increases ROI for advertisers. As a consumer, haven’t we come to expect this level of personalization? We have – and 49% of consumers report that personalized shopping experience increases their chance of becoming a repeat buyer.
When it comes to personalizing ad delivery through smart TVs, addressable TV and OTT offer slightly different capabilities.
Addressable TV targets specific households, allowing advertisers to personalize messaging based on demographics, interests within the home, purchase behavior and viewing habits.
OTT, however, expands well beyond smart TVs, offering a multitude of commercial ad units and campaign types. With an OTT campaign, advertisers have more opportunities to engage with their consumers in a meaningful way, like sequencing the delivery of ads to ensure a complete narrative.
Through the use of OTT platforms, brands can target (and retarget) based on device type, user behavior, and location. These more precise options, in combination with the strength of ad format and delivery, give advertisers better results – higher engagement, recall and a stronger likelihood of purchase.
Here’s the good news – in 2023, OTT and addressable TV are now more accessible than ever. While previously only available to major national advertisers, we are thrilled to offer these platforms to all clients. Savvy media buyers know that this approach is a cost-effective way for businesses to get in front of their target audience as it enables them to target ads to specific households in a particular geographical area with a message that is tailored to that home.
Scalability is one of the most significant advantages of OTT and addressable TV advertising, thanks to programmatic advertising. Programmatic advertising automates the targeting and dynamic delivery of ads to the appropriate audience, allowing marketers and media buyers alike to reach any size of audience, while making sure that frequency and budget stay on track. No matter how small or large your potential audience, OTT and addressable TV can find them.
By deploying these platforms, advertisers can take advantage of personalization and first-party data integration. This is a growing trend: over the course of a year, we saw almost a 20% increase in brands using first-party data to create personalized experiences for their customers. Data strategy in smart media planning is here to stay, and media agencies should advise clients to leverage these video channels as a key part of an omnichannel approach.
As we roll into the second quarter of 2023, OTT and addressable are growing by leaps and bounds. Advertisers are using them as performance media. Is your business doing the same? Remember, your TV can see YOU – make sure that you and your business are looking right back at it!
SOURCES:
- AdRoll: “The Complete Guide to OTT Advertising: What It Is, Why You Should Use It, and How to Get Started” (2021)
- MarTech Advisor: “Programmatic Advertising and Its Impact on the Future of Marketing” (2021)
- eMarketer: “US Digital Ad Spending Update Q2 2022: The Midyear Outlook for Video, Audio, Social and Other Areas” (2022)
