Addressable TV is a good tactic for brands in the digital space that want to reach relevant audiences with custom messaging. See the benefits here.

Addressable TV for Marketing | Union

How Your Brand Can Benefit from Addressable TV Advertising

Major companies like Twitter and Facebook have joined the “<a href="https://www.forbes.com/sites/jackkelly/2020/05/24/the-work-from-home-revolution-is-quickly-gaining-momentum/#2e421dfe1848">work-from-home revolution</a>,” announcing that their employees are permitted to work from home indefinitely. One estimate shows that up to 30 percent of the workforce could be working from home several days weekly by the end of next year. Which indicates this trend of people spending more time at home – and online – is set to continue.
That includes TV watching – even before the pandemic, it was <a href="https://www.statista.com/statistics/186833/average-television-use-per-person-in-the-us-since-2002/">predicted</a> that American adults would watch three hours and 35 minutes of TV daily. The increasingly popular combination of TV-watching via internet connectivity comes in two forms. One is TV through <a href="https://www.mdtc.net/5-things-to-know-about-over-the-top-services/">Over the Top (OTT) services</a>, which involves media that uses the internet to connect viewers to movies and TV shows. Think Netflix, Amazon Prime Video and Hulu. 
There’s also <a href="https://www.10thdegree.com/connected-tv-is-the-future-of-video-advertising/">Connected TV (CTV)</a>, referring to TV devices connected to the internet that allow users to view shows and access entertainment beyond what’s airing on regular TV channels. Think Smart TVs and Apple TVs, plus devices like Tivo and Roku, and gaming consoles like Xbox and PS4. Viewers are watching their preferred shows and movies at their preferred times, on different devices and platforms. 
If your brand is already marketing in the digital space and you’re ready to expand your messaging to television audiences, try <a href="https://cms.union.co/services/performance-media/addressable-tv">addressable TV advertising</a> with OTT and CTV. What is addressable TV? <a href="https://union.co/services/performance-media/addressable-tv">This method of serving different ads</a> to different households that are watching the exact same show or movie allows advertising to have a greater impact on audiences based on their different interests, needs and product preferences. 
Here are four benefits a brand could gain from addressable TV advertising right now:

Typically, brands partner with a third-party data company that can provide data segments based on specified target audiences. What’s great about this for advertisers is that, not only can they reach more audience members on digital channels now than ever, but they can also access more data on those audiences who are using subscription services. Advertisers can pull together information like income, spending behavior and interests about their audience members to know more about who they’re talking to. Want to reach individuals who have searched for health and wellness products online while they’re watching shows on Hulu? This is the method for that.

Deeper audience insight

Thanks to these deeper insights, copy and creative can be more strategically crafted to resonate with and provide value for key audiences through customized ad delivery. So, not only are brands benefiting by reaching their targets, but consumers can experience more satisfaction connecting with brands that serve them content that personally interests them.

More personalized messaging

It’s key to determine the effectiveness of advertising campaign options when budgeting for different channels. Here’s how we know addressable TV can be an impactful approach: Research <a href="https://www.experian.com/assets/marketing-services/white-papers/audience-iq-addressable-tv-wp.pdf">shows</a> that a blended, cross-channel strategy of TV commercials and online video ads can boost brand awareness by 36% and intent to purchase by 160%. So while you might notice a higher CPM, keep in mind that you’re spending on ads that are very likely to be served to your target audience while prompting action.

Greater return on ad spend

With more details available when it comes to consumer behavior, brands can learn a lot more about how their ads are performing. That can include the level of engagement their ads are receiving, as well as brand lift and conversions. This knowledge provides more power to optimize as the campaigns roll out. Want to discuss the best ways to implement an addressable TV advertising strategy? Our team of media strategists is ready. <a href="https://union.co/contact">Contact us</a> to get started.

Dependable ROI data

Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data.

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