It’s a golden age of television, not the golden years.
In the last few years, the number of scripted television shows has doubled. And even with an explosion of new shows, some digital advocates believe TV advertising will soon be obsolete. While this couldn’t be further from the truth, for television ads to remain relevant, advertisers have to adopt new technology — new software to deliver more effective ad experiences. It’s not about adding more programming. It’s about adding programmatic.
Taking a cue from digital, the next step for TV advertising is the automated planning and purchasing of media. That’s because TV advertising is no longer just about linear, live broadcast television. The transformation of TV has led to three primary flavours, each with unique characteristics: linear, addressable and connected (Internet-enabled) TV. To effectively advertise in today’s television ecosystem, you need the right solution that looks holistically across your entire TV buy.
This new age of advanced TV is bringing deeper levels of data and profiling than traditional demographics. New data is coming from TV manufacturers, next-generation set boxes, digital sources and much more. All of which help you to gain greater reach and improved frequency management so you can deliver more relevant TV ad experiences to new or underexposed audiences. And by integrating with analytics and data management platforms, you can utilise more data for planning, audience profiling and targeting.
All of which will help you with measurement. Just as it did for digital, adding programmatic technology to traditional TV buying also equips you with better measurement tools. You can get an extensive understanding of the impact your TV ads have on digital engagement, off-line behaviours and brand consideration.