TARGETING WITH ADDRESSABILITY
Addressability refers to the capability of reaching specific audiences based on characteristics like demographics, psychographics, and geography. This targeting allows advertisers to deliver different creative messages to different audiences at the household level.
How Can Addressable Advertising Benefit My Campaigns?
TV advertising has traditionally been used as an “upper-funnel” tactic to drive brand awareness. However, with the addition of addressable advertising, TV can also provide value throughout the entire consumer purchase funnel.
Use TV to Build Broader Reach of the Right Audience
Traditional TV ad campaigns efficiently deliver broad levels of consumer awareness and can be used as the foundation for any addressable TV campaign. Advertisers can use traditional TV to begin nurturing potential customers and driving them down-funnel.
Middle Funnel/Consideration and Intent
Driving Consideration and Intent with Addressable Messaging
Addressable targeting capabilities make it possible for marketers to send different creative content to different audiences. Advertisers can speak to consumers at different stages of consideration by targeting specific consumer subsegments. This means advertisers can deliver promotional offers to prospective customer households while delivering renewal messaging to existing customer households. Then, as they move down the funnel, advertisers can send households other messaging variations without delivering those ads to the broader viewer base.
Extending the Customer Relationship
Addressable TV advertising can even be used to reach households that have completed a sale. Brands can use this capability to inform customer households of new features or service-related offerings and reinforce a purchase decision. Additionally, addressable TV advertising can stimulate the usage of a product by delivering ads to audiences with specific characteristics or consumption behaviors.
Learn more about addressable advertising.
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