Addressable Advertising

by admin on January 19, 2021

For decades, advertisers have been able to target audiences and communicate to groups who have a similar interest through direct mail marketing.

Over time, the relevancy of messaging has evolved with technology. Laser printing, for example, enables customized messaging to some extent. As digital advertising has emerged, it’s even more flexible as messaging can be based on real-time impressions driven by surfing activity.

Today, online retargeting, email campaigns informed by mobile location data, online transaction data signaling, and programmatic advertising and third-party psychographic insights provide a whole new level of customized audience reach.

Then there’s addressable advertising. Addressable advertising harnesses the power of individual data and technology to offer up messaging with a high degree of relevancy. Today, the ability of customers to skip through ads, whether digital or TV, has a major impact on reach––building memorability and engaging calls to action.

At its core, addressable advertising is about the convergence of TV and digital. Addressable TV advertising is the ability to show different ads to different households while they are watching the same program. With the help of addressable advertising, advertisers can move beyond large-scale traditional TV ad buys, to focus on relevance and impact.

While most of its application is through short-form online video ads, it too will morph into other channels. Messaging is vital. The ability to customize an offer, features, pricing, and relevancy to an audience of one, is the Holy Grail. Using the combination of attitudinal, behavioral, and transactional data to inform messaging to a specific individual is not yet available, but it’s close.

Even broad-market advertising, with electronic billboard ads specific to drive-by location, helps signals for prospects and customers. Traditional TV offering online alternatives can display ads targeted to specific login details. So as you think of your media mix, don’t forget to consider addressable advertising.

Let Convergence Group help you consider addressable advertising, call 302.234.4901 or email us today to explore how we can help you.

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