Addressable Media Platforms

January 1, 2019

Paid, programmatic display, connected TV, and radio are gaining scale quickly…. Marketers can achieve reach and performance at the same time.
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Advertising was simple in the days when a mass population was viewing the same content, shows, and news on the same limited number of platforms. Paid social, programmatic display, connected TV and radio are gaining scale, allowing marketers to achieve reach and performance simultaneously. In the past decade, the variety of programming and screen choices have grown at an alarming rate. Tablets and television programs spread attention thin as consumers rotate through platforms in their quest to consume more and more content. For businesses, simple advertising on one or two channels has turned into an endless struggle in figuring out how to reach audiences and determining what avenues work for effective marketing. Addressable media platforms facilitate the use of online media by grabbing the customer’s attention and generating more site traffic.

Traditional Methods v. Addressable

Traditional advertising methods use randomization for selection of users to display adverts on their devices. In most cases, this randomization fails to target the correct audience for the advertisement. Customers will simply ignore the ad and move on if it misses the mark. Ads are skippable, and the increasing variety of screen choices creates shorter attention spans. It is critical, more than ever, to focus on bringing relevance to specific audiences than reaching the maximum number of eyeballs.

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“64% of consumers are pissed at you for blasting generic ad messaged at them all the time.”
“ 77% of consumers have chosen, recommended, or even paid more for a brand that provides a personalized service or experience.”
“75% of consumers are more likely to buy when you show you recognize them as an individual and provide recommendations based on their unique wants and needs.”

Benefits of Addressable Media

When companies implement effective targeting and take advantage of addressability, they can gain valuable insights into consumer interests, browsing behavior, and how active they are in the digital world. Knowledge of this activity supports the implementation of frequency management. Companies are less likely to over-advertise and can create a balance to obtain optimal exposure. Therefore, customers are less likely to be uninterested in ads. Marketers waste less time and resources when they target active, engaged internet users. It’s a win for all parties!