3 Things You Should Know About Addressable TV Advertising
Redefining the world of traditional marketing, addressable TV advertising uses programmatic forms of TV allowing for household-based targeting. TV advertising isn’t as targeted as digital…or is it? According to Google Consumer Insights, addressable TV advertising allows brands to show their ads to specific households, rather than targeting audiences by the program being shown. Addressable television is a great way to reach specific households across television services no matter the show they’re watching. With Nielsen recently acquiring Sorensen Media, addressable TV is growing more and more powerful. Marketing Land says that this move will help Nielsen begin offering addressable TV along with in-depth measurement services. Well known for their detailed market research, Nielsen leads the pack when it comes to audience targeting and insights. There are a lot of advantages that come with addressable TV advertising, so we decided to share a few. 1. Save money Programmatic media buying is not a new concept by any means. But leveraging its power in combination with addressable tools means that a TV advertising agency can get their message to the target audience without spending your ad budget on anyone who happens to watch that specific show. This singular household targeting raises effectiveness while saving money on ad spend. An experienced media strategy agency can effectively leverage traditional channels to reach your consumers where and when they’ll be listening. That’s the crux of it all, reaching the right people, in the right place, at the right time. Which takes a lot more than an effective channel or method, it requires the right agency. 2. Not service-specific Addressable TV advertising isn’t the only way to reach specific consumers leveraging the draw of shows. There are many others, channels such as OTT advertising and mobile targeting, but many of those rely on one specific service provider. OTT allows advertisers to reach users on specific streaming services, while addressable TV is more akin to programmatic, traditional TV buying. Which simply means that OTT is more limited. For example, Hulu advertising is only for Hulu while Addressable TV reaches across any cable or satellite provider. Understanding your audience is the key to selecting any channel and budget. By using an effective audience segmentation consultant you can define who you are looking for and what drives them. 3. Opportunity in precision Addressable TV advertising brings a strategy of its own kind for reaching specific audiences. It’s that specialized opportunity for detailed targeting that makes this tool so unique. Once you understand who you are looking to reach, addressable TV is an efficient mix of modern and traditional that optimizes your reach over any program. Many channels claim that, but the optimization here is in reaching the right people versus reaching the most. With addressable TV, you are paying only for your targeted households. Highly specific targeting is no new concept to most expert agencies. As it is with all advertising, the right strategies can make or break your campaign. But with detailed targeting, it becomes even more important that the audience targeted is the correct one for your brand. Most other markets won’t be reached at all. The takeaway When all is said and done, addressable TV lends itself well to effective advertising. It’s cost-effective, has a broad reach, and allows the opportunity for incredibly detailed targeting. Leveraged correctly, it can turn a good campaign into unparalleled success. As a full-service agency, BIGEYE knows what it takes to make any channel effective for your brand, as well as which channels are worth spending your money on. We optimize each ad placement to reach your market effectively and reliably. When you’re ready to branch out, let’s chat!
5 Mom Marketing Tips for Your Travel Industry Strategy
People travel because they like to experience something new. They may wish to experience the relaxation of a different setting, an educational experience or a thrill seeking tour full of activities such as skiing, safari and theme parks. However, when people have children, the vacation dynamic may shift, so it’s key for the travel industry to understand mom marketing. For women with children, vacation may have at one time been an escape for one’s self, either alone, with a spouse or with friends, but it may not involve the entire family, or else moms with older children may opt to leave the kids with a relative. Depending on the type of mom segment, our Florida advertising agency has found that marketers can reach out to these women by targeting the following appeals. 1. Adventure No one loves a fun, educational experience more than a parent. In households where the mother makes many of the purchasing decisions, the mom may find value in visiting museums, exploring nature and visiting the zoo. All of these provide opportunities for children to engage their curiosity, helping them to explore the world around them and to view it in new ways. Marketing strategies that appeal to a mom’s adventurous side may entice them to visit a unique travel destination, to sign up for an interesting tour or to embark on an adventure that is fun for the entire family. 2. Fantasy, Escape & Relaxation Sometimes moms just need a break. Cruise lines are notorious for marketing in ways that offer people a glimpse into the world around them. Cruising and other luxury travel allows moms to escape the pressures of balancing work, day-to-day childcare tasks and home issues. Appealing to a mom’s internal desire to escape through fantasy reminds her that she too can take some time away with the family, thereby escaping the real world. 3. Entertainment Entertainment marketers can reach out to moms in ways that entice them to spend. With a variety of options for moms, ranging from relatively inexpensive to outlandish, marketers have good reason to reach out to the mom market to help sell their goods and services. Generating appeals that work directly toward the mom give her an emotional reaction, prompting brand preference and loyalty down the line. 4. Emotional: Family-Based For a family-based entertainment company, an emotional appeal that speaks to the family can help drive moms to invest in such activities for their children and for themselves.[quote]The “fun for the whole family” experience leads to quality time with the kids, as well as helps to create memories that will last a lifetime.[/quote] Moms who want to subject their children to unique events and experiences are apt to respond to an emotional, family-based appeal. 5. Fantasy: Leave the Kids Behind On the other hand, there may be times when moms seek entertainment without the kids by their sides. This may be in the form of a girl’s night out or date night, and many moms can attest to the good feelings that come from a night out on the town. The Sex & the City style-fantasy can appeal to moms everywhere, who are eager to continue to have fun in spite of the fact that they have children at home. An appeal to a mom’s desire for fantasy helps drive brand preference in the modern mom, one who hasn’t abandoned her social, active lifestyle for domesticated motherhood. For more mom marketing advice, contact our team of experts today!
Learn The Importance of Sports Apps for Avid Fans
Sports junkies are an interesting breed. They always have season tickets for their favorite football and baseballs teams, never miss a game, and even run fantasy leagues with the hope that their knowledge of sports statistics might somehow garner them a big prize. And, as the folks at our Florida advertising agency know, these avid fans can be worth a goldmine to companies that target sports enthusiasts. But these days, in order to compete for the sports junkie’s attention, it is important to constantly be able to provide up-to-the minute stats and information, along with the convenience of efficiency and ease of use. Sports junkies latch on to the newest technologies, typically because downloading the newest app or checking out the newest service helps them keep track of their favorite teams. With people using mobile more than ever, sports organizations that have yet to invest in mobile technology are failing to see the benefits of converting the rabid sports fan into a rabid customer. Most of the best-known sports apps are owned by major brands, such as ESPN ScoreCenter, MLB.com At Bat, and Yahoo! Scoremobile. ESPN and Yahoo! offer their apps for free, while MLB.com comes at a premium, running up to $14.99 for the season. However, as far as MLB goes, people are willing to pay good money for that app, which offers a customizable interface for keeping up with favorite teams, as well as streaming video access for every single game throughout the year. For an avid baseball fan, the opportunity to see every game for one price is amazing. Viewers can’t even get that on cable television! Free apps help sports fans keep up with scores on the go, and the best ones offer in-depth commentary and statistical information about players. Whereas once this information was only available to sports staticians, it is now open to every single sports buff, all with a single click. [quote]Sports marketers who are hoping to reach their fan base in new ways may want to consider creating apps that provide some service to their most loyal sports fans.[/quote]There are numerous untapped opportunities in this space, so honing in on a niche group and offering a service that fills a need through an app is a great way for sports marketers to get involved with new marketing opportunities. Examples of sports apps that have had success in this space include parking apps for sports events, Fantasy Football apps and even apps that help its users improve their golf swings on the go. Sports marketers who connect to consumers through apps not only have numerous opportunities to engage with their app users, but also have numerous more touch points and ways to collect information about their using habits. Sports junkies rely on apps when they’re on the go, and in this fast-paced digital era, they’ll be frequent users of apps that offer utility. The team at our Orlando ad agency thinks that for sports marketing, useful apps are some of the best ways to score points with sports junkies. Let us help you create your own app today – contact us to get started!