How TV can be used for digital advertising

The full-funnel view across OTT and linear channels will be crucial for brands to ensure a sustainable return on their advertising investments. The diversification of television means that advertisers are able to build up reach via digital channels as well. The question now is how they can use television to develop smart, cross-screen strategies and navigate the increasingly connected world.

Ensuring that digital advertising works alongside TV advertising is no easy task. The effects of eliminating cookies and restricting the use of MAIDs call into question previous ID solutions. However, a functioning ID solution is the key for cross-device targeting and the entire industry is looking for effective, data protection-compliant solutions that offer this.

Innovative technologies and new approaches are necessary for brands to implement comprehensive omniscreen advertising strategies. By expanding the digital channel, brands gain access to target groups that are difficult to reach on TV. Viewers using, for example, ad-free subscription-based services may still be targeted with relevant advertising on the appropriate digital devices that reflect the appropriate viewing habits.

Traditional models rely on broad demographic information such as income, age, and gender. Today that is no longer enough. Brands need to rethink to reach specific audiences and maximize the output of their ad spend.

Once the target group has been identified, there is still a lot to do. From the moment a consumer sees a message, it’s important for advertisers to understand their audience’s journey down the conversion funnel. The typical TV and digital measurements do not fill all the gaps between the advertising contact and a transaction. But this is the key to optimizing advertising campaigns. Brands must define indicators that are important to them (e.g. website hits, geolocation or app usage) and implement appropriate solutions that connect these indicators to the ad. With this information, brands can successfully guide consumers through the purchase funnel.

It’s not just about where my consumers are, it’s about when they are.

On-demand offers enable the user to define a very personal prime time. The user decides independently when which content is consumed. As a result, advertisers need to be smarter when planning their TV advertising and digital efforts. Building a data-driven approach helps brands and agencies develop a holistic view of their advertising strategy.

‘Knowing’ the consumer not only strengthens the advertising campaign, but also helps brands remain competitive in an increasingly saturated media landscape. By being proactive, brands can seize the opportunity to engage their audiences in a relevant and timely manner.

As the TV landscape evolves and TV audiences embrace new avenues of entertainment, the complexity for the advertising industry will undoubtedly increase. Brands and agencies need to look for innovative ways to tackle current challenges such as identification and attribution using an omnisceen strategy. An adaptive mindset is essential to unlock the full potential of TV and engage viewers across all devices.

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