Brand reiteration improved by addressable

17th August 2017

Amid the rise in the usage of addressable advertising, the capacity for brand to enjoy increased onus has been facilitated

BRAND Is the single greatest leveraging force that can be the difference between your business enjoying prolonged success or failure: its improving.

The rise in digitalised advertising metrics has been speculatively and spuriously heralded as the end of TV advertising: it has provided the invigorating force for change.

Addressable TV, notwithstanding interactive has ensured that linear TV advertising analytics have had to change in order for TV’s true impact to be measured.

Neilsen has shifted the way it analyses the impact TV has on your consumers, including factoring in the views picked up retrospectively through catch-up TV and on-demand.

With transparency once more at the centre of TV’s entire repertoire and the increasingly response driven ads utilise addressable advertising, the capacity for more focused and memorable brand-driven ads is facilitated in abundance.

While both direct-response and brand-response TV advertising remain the most efficient forms of advertising payback, as your business looks to harvest data and ensure that future campaigns can be optimised and ameliorated, addressable advertising can exploit the interest generated by brand-driven TV.

To ensure complete advertising autonomy, the data that can provide knowledge of sales, website visits for instance or when a consumer may have last purchased a similar product, should be used to eliminate certain consumers from your next brand campaign: in short audience segmentation and broadcast should be constantly evolving.

Through the power of programmatic you can combine the targeted metrics that allow your addressable TV ad campaigns to flourish, ensuring that you are eliminating budget waste.

Brand driven ads are woefully ineffective online. Addressable will improve online transparency though.
Brand driven ads are woefully ineffective online. Addressable will improve online transparency though.

With only those consumers whom are still interested or who may have already acted upon the initial ads viewing them, your audience segmentation in this context can be adapted and augmented to Blockchain technology.

Utilising the credible, encrypted data that exists through Blockchain, your data can be constantly added, ensuring that competition can flourish between data providers.

Through an impartial and protected meritocracy of data, there is no incentive for manipulation, deceit or corruption, ensuring the current tact of Google and Facebook will cease in its disingenuousness.

With the constant development of analytics, accountability and autonomy, such opacity will not be appreciated by businesses like yours as you seek to target and exploit the consumers and data you have obtained.

As a result of further disclosure and transparency the appraisal and quality of data will naturally improve.

Therefore given such a surfeit of data available to optimise your ad campaigns from a response and branding sense, the presence of linear broadcast spots will be more abundant, ensuring that you maximise your ad content to compliment the audiences receptive to your brand ethos.

With fewer ad spots pertaining to that of direct response, the capacity for branded ads to become the storytelling hub of advertising is manifest.

Directed by the clear focus that brand centric advertising inhabits, the mindset induced by the advertising creatives your business showcases can compliment that of their state-of-mind.

The most successful advertising from a brand point-of-view is increasingly comprising of content that most contextually reflects that of the programming that the ad is aligned with.

One of the most lucrative means of fostering a clear, unambiguous brand rhetoric is through sponsorship.

While overall TV impressions have marginally declined over the last few years, the ability for them to strike increased resonance and be more memorable has been heightened.

The memorability elicited from brand orientated sponsorship is growing.
The memorability elicited from brand orientated sponsorship is growing.

The tact of TV advertising has cut a very misguided and capricious state, with transient metrics taking increased impetus.

Through the desire of remaining relevant or firmly in the zeitgeist, the short-term visionaries have only inhibited the long-term sales efficiency of their brand.

By embodying an advertising rhetoric that fosters communication, employs emotion and looks to create in inspirational movement, your advertising can offer the same leverage and upscaling capabilities as the programming your ads are displayed with.

Communication fosters resonance and subsequently memorability ensuring that the importance of associations and how you are aligned to certain programmes is crucial.

Within the first month of a standard branded ad spot broadcasting and a sponsorship bumper being displayed on TV, the spot is more efficient, but after nine months the latter provides 35 times the payback due to the indexation that occurs.

Thus with a brand impetus consuming TV once more it will serve your brand most lucratively to maximise addressable TV for direct response and sponsorship for brand.

Space City has been producing TV, online and radio ads for the last 25 years, utilising sponsorship bumpers to increase the awareness of myriad businesses.

Contact the team now and increase your long-term profits by 140% with branded TV advertising from Space City.

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