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Tom Hileman leads an award-winning agency to deliver high-touch, data-driven marketing solutions for leading organizations nationwide.
Watching TV, whether in real time or on demand, via traditional channels or streaming, is one of the world’s most popular hobbies. In fact, according to Nielsen, Americans 18 and older spend an average of more than four hours a day watching TV. To add to that, 80% of U.S. households with TVs have at least one internet-connected TV device — and of those households, 64% have three or more devices.
Couple those statistics with the fact that people are watching more TV than ever, and you have a strong case for incorporating advanced TV into your media mix. We employ advanced TV as part of a holistic digital marketing strategy for our clients — it delivers top-of-the-funnel brand awareness while supplementing other tactics to drive interest, consideration and, eventually, conversion.
If you’re thinking about adding advanced TV to your digital marketing strategies this year, this article is for you.
What Is Advanced TV?
Advanced TV, or ATV, is a catch-all term used to encompass the various ways of streaming television content.
There are several types of advanced TV, including:
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• Addressable TV: Addressable TV is any TV set connected to the internet that allows for video-on-demand. The main thing to know about addressable TV is that it allows marketers to dynamically serve ads to a particular audience based on targeting data. Example: Two different households are watching the Food Network’s Beat Bobby Flay, but they each see different ads based on the household’s interests, habits and demographics.
• Connected TV: A connected TV is a television that is used to stream content over the internet, whether that functionality is built-in (because it’s a smart TV) or provided through a secondary device (Roku, Apple TV, a gaming console, etc.). Example: A viewer watches live TV by streaming from their Amazon Fire TV stick and sees ads throughout the program, similar to a traditional television experience.
• Over-the-top: Often confused with connected TV, OTT is video content that is served to viewers via the internet versus traditional cable or satellite TV platforms. Where connected TV is the device, OTT is the service. Common OTT services include Netflix, Hulu and Disney+. Example: A viewer wants to watch a particular show on Comedy Central, so they add the Comedy Central channel on their Roku. The platform may serve up ads in between (or in the middle of) content choices.
• Video-on-demand: Just as it sounds, VOD is when someone watches a previously aired show at a time of their choosing. Example: A viewer watches last night’s episode of Grey’s Anatomy. Ads may be shown on the cable or satellite provider’s app several times throughout the episode.
Advantages Of Advanced TV
• Broader reach: As more and more people switch from traditional TV, advanced TV can reach a larger number of people than before.
• Targeting: Audience-based data targeting allows brands to reach consumers who are most likely to be interested in the product/services being advertised.
• Premium inventory: Audiences can access live-streaming, OTT and video-on-demand content from top video publishers. Non-skippable ads can make sure your message is being seen within highly viewable content.
• Real-time measurement and optimization: Marketers can track performance throughout campaigns and optimize audiences and inventory in real time.
• Omnichannel approach: With consumers accessing premium content across multiple platforms and devices, you can extend reach to desired audiences whenever and wherever they are.
• Cost: Advanced TV ads can have flexible pricing, depending on your reach or frequency. While your cost per lead at the tactic level might be high, including ATV in your mix will drop your overall CPL or drive additional leads.
When To Use Advanced TV
ATV provides targeting capabilities that can round out other marketing tactics and engage audiences across multiple channels. While it may not be impactful as a stand-alone tactic, it is an excellent tactic to layer in as part of a multi-touch approach.
Advanced TV Best Practices
• Identify campaign objectives upfront and ensure that your creative supports key performance indicators.
• Use first- and third-party data to reach the right audience on every screen.
• Find the right blend of ATV advertising and cross-device re-targeting strategies to make sure your message is heard (but not annoying).
• Ensure that you regularly measure and optimize your campaigns.
While advanced TV is still evolving, it is certainly not going anywhere. There’s a lot to consider when implementing a new tactic, but there are many advantages to implementing an ATV strategy. Adding ATV to your marketing mix gives you a chance to speak to your audience across multiple platforms, which can leave an indelible impression of your brand.
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Author: Tom Hileman, Forbes Councils Member
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