Four effective use cases for Advanced TV


The way viewers watch TV has changed significantly in the last few years. Viewers have moved away from more expensive bundled cable and satellite packages in favor of less expensive “skinny” bundles. Some have even done away with cable and satellite altogether and instead access long-form TV content solely via streaming services such as Hulu, Amazon, and Netflix.

These changes in TV viewing habits have likewise affected TV advertising.

While TV advertising had remained mostly unchanged for nearly 70 years, today’s advances in technology and the shifting of viewer behavior have given marketing professionals like you access to new opportunities to increase the effectiveness of their TV ads. These opportunities stem primarily from that advent of Advanced TV.

Advanced TV is TV advertising that is sold on an impression basis. It is executed using software automation and advanced audiences data to create value for both the buy and sell sides of the transaction. Advanced TV encompasses a variety of TV advertising flavors, including:

  • Programmatic Linear TV: TV advertising that airs on traditional TV, but is backed by a data-defined audience pool.
  • Addressable TV: Ads aired on traditional TV but only to specific households that align with a target audience.
  • Connected TV (CTV): Real-time buying of live TV ads airing on internet-enabled over-the-top (OTT) devices or smart TV applications.

With Advanced TV, marketing professionals like you can deliver effective, one-to-one TV advertising on behalf of your clients like never before, and actually connect TV advertising back to sales.

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If these benefits have you interested and thinking about including Advanced TV in a 2018 media plan for your clients, here are four example use cases to get you started on the path to transforming your TV buying.

Audience engagement

Increase audience engagement and awareness with a high-impact format.

According to research conducted by Google, consumers who engage with a brand are more likely to trust that brand and thus are more likely to become customers. TV can be incredibly helpful in boosting engagement from key audiences as it commands dedicated attention from viewers. TV is also a medium that lends itself to storytelling, enabling marketing professionals to create highly impactful messaging.

Advanced TV represents a significant upgrade from traditional TV when it comes to increasing audience engagement with long-format TV content. With Advanced TV, buyers can now exclusively target their desired audiences on specific devices with engaging messaging that fits into the greater marketing strategy. By cohesively planning for TV along with other forms of advertising, such as mobile and desktop, you can create a compelling story that motivates your audience to engage with your client’s brand.

Audience targeting

Use digital audience data to reach niche audiences on Advanced TV formats.

Digital data, such as the data contained within cookies and device IDs, makes targeting specific users far simpler on digital channels than on traditional TV. However, with Advanced TV, marketing professionals have gained the ability to target highly specific custom audiences for their clients on television.

By using 1st-, 2nd-, and 3rd-party data, marketing professionals can connect their audiences to all of their devices, including TV. This enables marketing professionals to deliver high-impact TV experiences to specific audience groups on live TV, both conventional linear and over streaming-devices such as OTT and Smart TVs. With this ability, marketing professionals can reduce wasted spend on viewers who are not a part of the key target audience.

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Seamless customer experience

Drive awareness and reach among strategically identified audiences while controlling the frequency of exposure.

Traditional television is inefficient in many ways when it comes to providing a seamless customer experience, as ads are served to everyone who tunes into a program—regardless of age, gender, or interest. This can lead to a number of wasted impressions from audiences outside of the intended target group.

With Advanced TV, and particularly Connected TV, marketing professionals can target a specific audience from the outset and eliminate households that are not a part of the target audience.  This gives you the power to create seamless consumer experiences, manage ad exposure frequency, and eliminate wasted impressions to effectively grow brand loyalty.

Closed-loop TV attribution

Use targeted CTV campaigns to drive sales and prove results.

For today’s marketing professionals, being able to measure the effectiveness of any marketing activity is crucial. However, in the traditional world of TV, this is not always easy to accomplish. The good news is that the advent of Advanced TV has contributed tremendous growth in the ability to connect advertising effectiveness and sales back to big screen ad investments.

By utilizing Advanced TV methods, you can directly attribute online activity on desktops, mobile activity when purchased in-app, and in-store sales data, back to TV advertising. This attribution can be tied back to TV through cross-device graphs, like dataxu’s OneView™, that connect viewers to each of their devices, including OTT and Smart TVs. This holistic view enables marketing professionals like you to track when a viewer is exposed to a TV ad, and any follow-on activity that occurs.

Transform your client’s 2018 media strategy

Advanced TV enables you to help your clients reach their exact target audience while also providing a seamless and non-invasive experience for viewers. Use these four use cases to springboard into the new year.

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