Disruptive Data: TV Sea of Sameness

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Recently there has been a rise in provoking articles hailing the death of television advertising as we know it. Television's cut is still significant, but it is diminishing and evolving giving way to other channels, notably digital which are increasingly jostling for budget as audience viewing habits morph to suit on-demand platforms.

Brands must understand that without relevant insight, that 'right message, right time' moment is slim. Marketers must understand their customer audience journeys to create a perfect storm of consumer-tailored advertising and utilise social ad engagement to transform targeting.

Learn how you can create enhanced audience journeys resulting in loyalty and trust for those scattered viewers of value.

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Disruptive Data: TV Sea of Sameness

  1. 1. #Disruptive Data TV Advertising: Swimming in a TV Sea of Sameness
  2. 2. TV Advertising: A Phoenix From the Ashes
  3. 3. TV Advertising: A Phoenix From the Ashes Recently there has been a rise in provoking articles hailing the death of television advertising as we know it.
  4. 4. TV Advertising: A Phoenix From the Ashes Recently there has been a rise in provoking articles hailing the death of television advertising as we know it. Once a supreme behemoth - cornering the advertising market and devouring the bulk of marketing budget - television's cut is still significant, but it is diminishing and evolving.
  5. 5. This means other channels, notably digital, are increasingly jostling for budget as audience viewing habits morph to suit on-demand platforms.
  6. 6. The Result?
  7. 7. The Result? Inevitably, increased audience fragmentation is occurring as new channels and devices are introduced to the equation, forcing brands and broadcasters to scrutinise consumer behaviour.
  8. 8. The Result? Inevitably, increased audience fragmentation is occurring as new channels and devices are introduced to the equation, forcing brands and broadcasters to scrutinise consumer behaviour. But by understanding an audience's habits and motivations, brands can ensure better connections and create more personalised communications.
  9. 9. Enter Addressable Advertising As modern consumers we're used to seeing adverts everywhere we go. From online to offline, newspapers to posters, mail to television: advertising has been part of life for decades.
  10. 10. Enter Addressable Advertising Thanks to Addressable Advertising, as channels develop, the ads we're exposed to and the messages they contain are increasingly tailored to our unique preferences, lifestyles and needs.
  11. 11. How does Addressable Advertising work?
  12. 12. How does Addressable Advertising work? Addressable advertising works by allowing marketers to pinpoint target audiences and create household profiles using data: on income, insurance renewal date, household composition, interests and behaviours etc.
  13. 13. How does Addressable Advertising work? Addressable advertising works by allowing marketers to pinpoint target audiences and create household profiles using data: on income, insurance renewal date, household composition, interests and behaviours etc. Working with TV operators, this data defines the number of addressable-enabled households that fit a target profile, and means relevant ads can be served to profile-matched homes across multiple touch points.
  14. 14. How does Addressable Advertising work? Today's multiple touchpoints and smarter channels mean more varied audience data can be accessed and traded within the advertising industry than ever before: it's a perfect storm of consumer-tailored advertising. If part of a fully integrated strategy across channels it promises to deliver exceptional results.
  15. 15. Consumer Ad Intolerance Brands need to be aware that consumers are increasingly filtering out adverts, often subconsciously.
  16. 16. Consumer Ad Intolerance According to a recent Acxiom survey, 64% of consumers can't recall more than two television adverts they have seen within the last three days.
  17. 17. Consumer Ad Intolerance This highlights the 'sea of sameness' that ads have to cut through and the importance of relevance, to ensure the ad stands the best possible chance of resonating with the consumer.
  18. 18. Standing out from the Sea of Sameness To avoid being ignored, brands, advertisers and broadcasters can use audience data to better serve interest-relevant material, and influence all activity from advertising to programming itself.
  19. 19. Standing out from the Sea of Sameness But factors other than how or what viewers watch are at play. Data created via online 'on demand' viewer accounts, social media, and purchasing histories gives insight into how people act on what they watch, and how effective Addressable Advertising is. Social media, eCommerce and mCommerce are all directly linked to TV and advertising data.
  20. 20. Standing out from the Sea of Sameness Some TV ads are already aware of this social engagement potential: using brief, often obscure adverts that include hashtags to spark intrigue. When placed between socially popular programmes, which also have their own hashtags and a large second screen viewer community, memorable social campaigns have the potential to make ignorable ads interesting - driving substantial engagement and revenue.
  21. 21. Standing out from the Sea of Sameness For example a viewer watching TV on their laptop, logged into their account, might make a mobile purchase in response to an ad, or engage socially with the content they're seeing. These factors and more allow the effectiveness of the tailored marketing they receive to be determined, then refined further.
  22. 22. Creating Memorable, Audience Targeted Campaigns The onus is still very much on brands to deliver memorable campaigns. Although the potential for multichannel, multiscreen ad campaigns is there, if ads are not well targeted they will become noise and fail to speak to fractured audiences with varied viewing habits and channel preferences.
  23. 23. Without insight, that 'right message, right time' moment is slim. To reach scattered viewers of value, broadcasters, advertisers and brands must understand multi-device consumers using audience data.
  24. 24. Knowing what people watch, when, and the devices they prefer to access, establishes targeting opportunities for those in the ad and TV industry, leading to that 'phoenix from the flames' moment of better audience journeys. loyalty and trust.
  25. 25. Stand out from the Sea of Sameness Acxiom's Audience Operating System can help advertisers achieve dramatically increased recognition through data-driven, precision targeting across all media, channels and devices, allowing your brand to stand out from your competitors. FIND OUT MORE

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