Addressable ads are not always pertinent

25th July 2017

Addressable, interactive and data-driven advertising has revolutionised TV and online, but other factors are more integral to brand building

ADDRESSABLE Advertising is providing efficiency and data garnering breakthroughs for myriad businesses worldwide, but it has flaws.

When you are looking to brand-build for instance as appose to just generate instant sales, your imperative is to amass scale, reach and emotive resonance; something that is difficult to obtain through targeted advertising.

Although vital to ensuring that you are targeting the correct or appropriate individuals whose circumstances pertain to your promotion, within brand building utilising such specific targeting to mould your brand is counter-intuitive.

Brand response ensures that your efficiency is improved and depending on the quality of your execution, your memorability too.

With targeted brand driven ads you are relying on the multiplier effect alone that TV enjoys to generate increased impressions and subsequent conversions.

Efficiency and optimisation is maximised through emotive resonance and scale: the human mind does not discriminate sub-consciously when it is relaxed and entertained.

Through the minimisation of scale with addressable advertising you are eliminating those – depending on the quality, depth and scale of your data – who could otherwise have resonated with your ads.

Although controlled in terms of display and budget, ultimately delivered to compliment certain programming that aligns with your brand, you cannot achieve the reach of traditional, linear TV.

Addressable advertising, although useful as you look to target the right consumers, is not advised before you run an initial brand campaign.
Addressable advertising, although useful as you look to target the right consumers, is not advised before you run an initial brand campaign.

While viewing figures have declined over the last year, with digital overtaking TV for the first time in overall expenditure, it still provides the optimal lucrative qualities that cannot be achieved through online, VOD or other SVOD.

Ultimately the deviation of many consumers away from traditional TV toward that of subscription services or on-demand, is choice.

Through addressable advertising that may compliment your consumers’ practical or hedonistic needs, you are not necessarily providing them with the content that suits their frame of mind.

This should be reserved for response advertising, whereby your business is seeking consumers and targeting them at particular times based on search, depth of data that can pinpoint when for instance a particular consumer is due for renewal on their insurance, or whether they have a mortgage.

Such knowledge ubiquity one could conflate to mistrust in advertising emanating from the selling of third-party data.

Of course consent is mandatory and non-negotiable at a time where – as well as needing to restore the trust in advertising – data is becoming an increasingly lucrative business for some companies.

Ultimately, both ethically and commercially for your business and wider society, this should not be the case.

Like with any presence of competition where the quality, benefits and nuance prowess support the reduction in costs and improvement of services, efforts need to made to encourage the use of blockchain and OpenAP to both increase competition and protect IP in equal measure.

With the fledgling efforts of Amazon and Google working toward the protection and growth of accountable, shared data through OpenAP; as data volumes increase in relevant in sub-groups you can protect and ensure specific, protected and credible data sources that can lower your costs and competition intensifies.

As companies provide greater quantities of data, your costs will be lowered and the trust you can foster with your consumers will be increased.

Although integral in the pursuit of your business achieving an advertising panacea, when related to branded advertising it can be vital toward eliminating those you know categorically will not be emotively enchanted by it.

If for instance there are mental inhibitions or certain personal traits that cannot be overcome emotively, your efficiency will be boosted through the intervention.

Therefore addressable advertising carries relevance with branded advertising, but should be a supplement; not being used to underpin your campaign.

Addressable can provide clarity and conclusion, but should not underpin your advertising.
Addressable can provide clarity and conclusion, but should not underpin your advertising.

Through overall implementation you are inhibiting scale and reach, which could otherwise enchant individuals who are watching the complimentary content.

In order to maximise the clear benefits of addressable, data driven advertising the prerogative should be to use it to formulate your direct response campaigns.

With brand you are inherently limiting the very reasons for developing your business in the first place: mass awareness and emotive courtship.

Through simply using programmatic for such campaigns you can ensure that your least performing segments are demoted regardless, thus a firm hierarchy of efficiency will be established.

With greater awareness in the correct context you can optimise your data brand campaigns around those you have engaged through direct response.

Therefore addressable’s relevance increases with the number of ads you broadcast, initially though the elimination of ads through specific, addressable metrics is stymieing the very impact of brand awareness.

Space City has been producing TV, online and radio ads for 25 years, developing brands through complimentary content coupling.

Contact the team now and ensure your business creates the emotive ads that can resonate with more consumers and for longer.

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