It’s easy to miss advertising – to ignore it, and to not give it our full attention. We’re more easily distracted, and buying habits, as well as viewing habits, have changed. Advertisers have had to adapt to the consumers’ change in habits when thinking about their target market.
Enter Targeted Advertising.
This practice of remembering and referring to data to show what we read and buy online, allows marketers to use this data to pinpoint how – and where – they sell us their products.
These targeted TV ads are advertisements that are customised to specific audiences based on their daily interests, characteristics, and behaviours. These ads can be delivered to individual households while they are watching television.
Targeted TV ads can be based on a variety of factors, including:
- Age
- Location
- TV shows they like to watch
- Previous viewing history
- Demographics
- Interests
- Viewing habits
- Gender
- Household income
Advertising teams can use data analytics and digital technology to group together and pinpoint audiences so that they can deliver personalised ads to each viewer. This can help to increase the effectiveness and efficiency of their TV advertising campaigns.
How can they reach their audiences?
Targeted ads can be delivered to consumers who are watching digital cable, Smart TVs, or over-the-top video. Smart TVs can gather more information from users and use that data to put targeted advertisements in place.
Is this an expensive exercise?
No – TV ads aren’t just for big-budget brands. Your TV campaign could cost less than your social media ads! And sometimes better than social media ads, your TV ad targets the exact persona, in the right location, at the precise age bracket – people who want your product and are ready to buy.
It’s like sending a gardener with a broken wheelbarrow to a garden centre that specialises in wheelbarrows – on payday.
AdSmart from Sky is a TV advertising platform that allows businesses to target specific audiences with ads that appear on Sky and Virgin Media. Exhibitors at our marketingSHOWCASE event in London, their seminar spoke about busting the myths around TV advertising – and how real, effective examples of targeted TV ads could transform businesses just like yours.
Find out more about marketingSHOWCASE here
