Addressable Advertising: What It Is and How It Can Help Boost Your Business
Monday June 28, 2021
Addressable advertising is a valuable tool that enables you to deliver your ad to a specific audience watching content on any device. For example, a car dealership can reach households interested in buying a vehicle, a gourmet restaurant can reach households with food-lovers, and an HVAC provider can reach homeowners.
Taking it a step further, you can make different versions of your ad and tailor each to a different audience of potential customers. Then, using addressable advertising on cable, you can show each audience the ad that’s most relevant to them.
Benefits of Addressable Advertising
Addressability offers a number of benefits:
- It saves you money by delivering ads only to audiences of your most likely customers.
- It enables you to personalize your ad for your specific audience, making it more relevant to viewers.
- It enables you to reach your potential customers at every stage of the buyer journey.
In short, addressability works hard to maximize the efficiency and impact of each ad campaign, helping you make the most of your advertising dollars.
Using Data Insights to Reach Your Audience
Addressable TV ads are made possible by the wealth of data available today. TV viewership data, in combination with data on demographics, lifestyles, and more, provides important insights for advertisers, such as what types of audiences are watching which TV content.
With these insights, households can be grouped into audience segments like: interested in health and fitness, news enthusiasts, and diverse suburban families. Then, since you know what each audience segment watches, you can place your message into the right content.
TV Advertising as a Full-Funnel Solution
Addressability has helped make TV advertising an effective medium for reaching potential customers at every stage of the sales funnel. At the top of the funnel, you can use traditional TV ads to deliver your message to a broad audience and raise awareness of your business across the board. Then, to drive consideration and sales, incorporate addressable ads into your campaign to reach audiences that are already familiar with your products and services. By combining traditional and addressable TV ads, you can deliver the right message to the right audience at the right time.
Sponsored Content from Effectv
Effectv, the advertising sales division of Comcast Cable, helps local, regional and national advertisers use the best of digital with the power of TV to grow their business. It provides multi-screen marketing solutions to make advertising campaigns more effective and easier to execute. Headquartered in New York with offices throughout the country, Effectv has a presence in 66 markets with nearly 35 million owned and represented subscribers. For more information, visit www.effectv.com.