The future of television advertising is here right now. Gone are the days of traditional linear TV, where viewers (and advertisers) were limited to a fixed schedule of shows and commercials. With the advent of Connected TV (CTV) and Addressable TV, the way we consume content and advertising has undergone a transformative shift.
The transformation of television
Television has come a long way from being a passive viewing experience. Connected/Addressable TV refers to the integration of the internet and television, allowing users to access video content through internet-enabled devices such as smart TVs, streaming media players, gaming consoles, and smartphones. This convergence has opened up new possibilities for advertisers to reach their target audiences with personalised and relevant messages.
What is Connected TV (CTV)?
Connected TV, often used interchangeably with Smart TV, refers to the technology that enables streaming of video content through an internet connection. Unlike traditional broadcast television, CTV provides viewers with the freedom to choose what they want to watch, when they want to watch it. Popular examples of CTV platforms include BBC iPlayer, Netflix, Now, Amazon Prime Video, and YouTube.
Understanding Addressable TV
Addressable TV takes the concept of connected TV a step further by leveraging data and targeting capabilities to deliver personalised advertisements to specific households or individuals. Traditional TV advertising relied on broad demographic segmentation, while addressable TV allows for granular targeting based on factors like demographics, interests, location, and even past purchase behaviour. This level of targeting ensures that viewers receive ads that are more relevant and engaging to them.
Benefits for viewers and advertisers
Connected/Addressable TV brings several advantages for both viewers and advertisers. For viewers, it offers greater control over their content consumption. Additionally, the personalised nature of addressable TV advertising means that viewers are more likely to see ads that align with their interests, leading to a more enjoyable viewing experience.
Advertisers, on the other hand, benefit from enhanced targeting capabilities that allow them to reach specific audience segments. This results in improved ad efficiency and higher return on investment (ROI).
One of the significant advantages of connected/addressable TV is the ability to measure and analyse campaign performance more effectively. Unlike traditional TV advertising, which relies on estimated viewership metrics, connected/addressable TV provides accurate data on impressions, reach, frequency, and viewer engagement. Advertisers can leverage these insights to optimise their campaigns, make data-driven decisions, and improve overall ad effectiveness.
If you’d like to explore the many benefits of the TV revolution, contact our specialist team today.