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Addressable TV: The new type of television advertising

Daniela Geppert

Marketing Managerin

Addressable TV: The new type of television advertising

In addition to advertising in newspapers and on radio, television advertising is one of the methods of traditional advertising. As viewers, we expect to discover the commercials of major brands on television and are often inspired to buy. Private TV stations in particular have a high level of acceptance of advertising and viewers are barely disturbed by regular commercial breaks. Despite the large number of recipients of television commercials and advertising, advertisers have only a slight influence on the target group of the commercials aired. Addressable TV overcomes this hurdle and combines the best of television and online marketing into an effective form of advertising.

TV advertising and targeting

In classic TV commercials, advertisers can only select the channel and address a certain age group or interest group based on the television program and channel. Compared to digital advertising online or on social media, however, the restriction to a target group relevant to the brand is only possible to a limited extent in traditional television advertising. Addressable TV comes in here and combines the advantages of digital marketing and targeting with the broad impact of linear television. Depending on location, age, gender, demographics or usage behavior, advertisers can select a specific target group and thus only display the advertising to a relevant target group. This reduces wastage and TV marketing can become even more promising.

Benefits of addressable TV

Based on collected usage data, television users can be divided into different categories. This data is analyzed, linked together and can create a relatively accurate picture of users based on findings and calculations. Based on the selection of a specific area, addressable TV is also ideal for local marketing. In addition, better targeting and lower wastage mean that the advertising budget is used better and more specifically and that more efficient marketing can be achieved. Despite the higher price for the first time, the ROI of addressable TV ads is usually significantly higher than in traditional television advertising. Due to the high acceptance of advertising on television, users are much more willing to view the commercials and ads than online, where ad blockers are now the norm.

Using addressable TV

Compared to classic commercials, addressable TV marketing can work using commercials (depending on the target group) and so-called switch-ins. A switch-in is an ad that focuses on the current television program. On the one hand, this can be a banner or even a complete frame that generates significantly more attention than a pure commercial. In addition, by booking addressable TV ads, you can also find out more about the actual recipients. Similar to online marketing, you receive evaluations, for example about the view-through rate, which provide you with insights into the performance of your ad.

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