The traditional TV industry has finally felt the data-rich micro
The digital advertising world of the Internet is being adjusted and is fighting back with addressable ads.
Over the years, advertisers have become accustomed to the extreme targeting of website advertising, especially search advertising.
In the past few years, as video has quickly become mainstream on social media platforms such as Facebook and Twitter, micro-target video advertising has become the norm.
This has led to a shift in advertising spending from television to the Internet, and the television industry is trying to stop or at least join in.
The first step in the TV industry is to offer viewing options on all devices, often referred to as over-viewingthe-top (OTT)
Content viewing.
Users, especially millennials, and even younger teenagers, are speeding up the process by watching more and more traditional TV content on small Internet-connected devices.
In addition, the smart TV is connected to the Internet, and more importantly, it is also connected to the smart cable box, which can provide services for similar target advertisements provided on the Internet.
This targeted advertising, known as addressable advertising, is the TV industry's competitive answer to the Internet.
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Dad watches ESPN on his mobile device and even on his home TV, while other people watching the same live or recorded shows will see the difference based on their own population, social and behavioral data
Shaving and truck ads will no longer be shown to all.
Companies such as Google's double-click are collecting and using big data to make addressable advertising possible, combining traditional TV viewing with watching the same content on small devices for targeted advertising.
Advertisers and programmers who "accept the fundamental shift from a" big game "mindset to reaching audiences on many screens and devices will be rewarded --to-the-
According to a recent report from the DoubleClick marketing team, it was released by Anish Kattukaran.
"With finer attributes and measurements, advertisers can now learn about the real performance of their ads, including engagement, brand promotion and conversion.
Addressable advertising creates value for everyone in the advertising chain.
This enables marketers to achieve and identify highly specific goals and helps broadcasters and distributors to better value their content while monetizing multiple audiences.
It also gives the audience a better experience, advertising is more interesting and relevant.
"Advertisers can still advertise to the public, such as in the Super Bowl, but they can also choose to use fine data attributes to access the market segments of the audience that are more likely to be interested in their offers.
This is both a benefit and a challenge for the TV industry because targeted advertising can bring higher CPM, but with this new data, advertisers can also track conversions (sales)
Know if their ads work.
This is something that traditional TV doesn't have to deal with and a huge setback for the Internet advertising industry, because over the years they have had to work with advertisers to do this extreme tracking, when watching ads, television does not have to prove their value.
Addressable advertising is competing fairly.
The real conversion report of TV and TV content on all devices is the holy grail of advertisers because it allows them to target advertising revenue more effectively.
Advertisers and programmers who "accept the fundamental shift from a" big game "mindset to reaching audiences on many screens and devices will be rewarded --to-the-
"Minute flexibility, deeper audience insights and more reliable ROI data," Kattukaran said . ".
"With finer attributes and measurements, advertisers can now learn about the real performance of their ads, including engagement, brand promotion and conversion.