The choice and power that viewers have over how, when and what they view, gives them a sense of control over their TV consumption. Therefore it’s important to keep ahead of the curve as an advertiser. Finecast explores 4 things that you should consider when choosing addressable TV.
1. TV Requires a Bespoke Approach
TV as an advertising medium demonstrates huge advantages over other media channels, particularly when considering audience trust. It allows you to tell stories through the big screen that are powerful, emotive and therefore more engaging for viewers. Looking to the future, 85% of UK consumers think they will always have a TV in the house. This is indicative of the power of TV and the emotional attachment audiences have to it, proving it is firmly a part of a household’s media consumption.
Addressable TV creates opportunities for brands to develop their TV advertising strategies and strengthens the power of this unique channel, however knowledge must be shared to enable advertisers to use it effectively. Addressable also enables agencies and brands to more accurately track and report on campaigns and gives them the ability to use the results to gain new levels of insight. This allows brands to optimise spend and maximise existing TV campaigns as well as engaging those harder to reach younger audiences whose viewing is far more fragmented.
2. TV is Rapidly Evolving
No longer just scheduled live viewing, viewers have become accustomed to watching TV on their own terms and not solely from the comfort of their living room. Accessing TV in different places fuels different needs – advertisers need to be smart in how TV campaigns are created and executed. It’s harder than ever to capture viewers’ attention which means ads need to be more engaging and smarter.
Broadcast video on demand (BVOD) is largely seen as TV by respondents and is therefore becoming an increasingly staple way to view TV content. This shift to the actively chosen viewing associated with BVOD over more passive experience presents a big opportunity for advertisers. Even live sport is no longer technically linear if viewers can pause the action. 80% of 16-24-year-olds now class BVOD as part of their description of TV. This indicates that the definition of TV is changing and will continue to do so as consumers alter their viewing habits, increasingly looking to catch-up and to stream content on their terms.
3. Creative is Key
Brands tell stories and TV allows for stronger narrative arcs by virtue of longer ad lengths. While addressable TV advertising opens up TV and makes it an attractive proposition for smaller, regional brands, advertisers need to maintain high quality creative standards. If the quality of the environment is lowered, this will have a big impact on how viewers engage with and trust TV advertising. Viewers crave positivity from TV ads, and humour is often leveraged to create enjoyment. This is true especially in uncertain times, with viewers keen to see advertisers using positive messaging that feels genuine.
Consumers are looking for more than just products from brands, and social relevance is especially important to Gen-Z, with a significant 48% of 16- 24s open to TV ads stating a great TV ad should be socially relevant. Addressable TV also opens up the opportunity to tailor creatives to different personas being targeted. This makes content and the campaigns they form much more engaging, relatable and impactful for consumers and ultimately more successful for brands.
4. ‘As seen on TV’: Viewers trust TV content
Brands should harness that trust. We surveyed viewers on which media channels they most trusted and five times as many respondents chose TV as their most trusted channel compared to the next most trusted. 25- 34-year olds were the most likely to explicitly express positive sentiment for TV advertising, with 37% trusting it the most.
TV advertising has the power to make viewers feel something, with the interplay between music, imagery and humour making an emotional impact possible. It’s also important to tell a story, either in a single creative or sequentially over time. TV offers advertisers a range of diverse opportunities and is more accessible than ever before. In the accelerated age of ‘digitalisation’, TV continues to be the strongest contributor to advertisers.
Addressable TV with Finecast
Finecast helps brands to leverage advanced household targeting and optimisation capabilities. This means you can reach more viewers on the big screen. Contact Finecast today to find out more about addressable TV and widen your target audience.
