Advertising has reached a seminal moment for optimised content and delivery, the directive needs to be driven towards connectivity
OPTIMISED Advertising is something that has been somewhat of a buzzword for marketers in recent years, executing it in ubiquity though needs to occur.
Although TV has been inroads into the targeting juggernaut that is online and mobile, it has been detached somewhat from the general algorithms and means of harvesting data that has ensured many businesses have plied resource into digital advertising iterations.
With progress made in terms of efficiency and the ability to automatically interchange and optimise linear TV advertising, costs can be reduced as a result of using TV.
Although seismic in its evolution of how TV advertising is delivered and optimised, it does distinctly lack a revolutionary influence.
Of course certain types of advertising, in terms of the context for instance will not be as appropriate for personal optimisation.
Some branded campaigns that look to generic scale and reach, regardless of the obvious relevance will sometimes be inappropriate to the content placed alongside the audience.
Mood and the state of a consumer’s mind is imperative to the manner in which you should be advertising to them.
When many are utilising their mobiles or online using tablets, laptops or other devices, the consumer prerogative is to be informed at convenience.
Therefore the tendency of your advertising in this instance should carry some element of personalisation, and not look to generic showcasing for sales success.
The gratification sought from those consuming TV is ultimately different from those using other devices.
Therefore the means of communication cannot be directly identical to that of your other advertising channels, post TV.
Although the scope now exists through technological start-ups like VideoAmp to intrinsically link your collective advertising campaigns, and ensure they are optimised through the collective data accrued, depending on whether your campaigns are response or brand awareness driven should determine whether you follow personal behavioural patterns directly.
The key to the success of many brand-awarness campaigns is the programming or channel associated with the ads themselves.
If for instance you utilise any data accrued through an interactive TV or mobile for instance to target a consumer, you risk displaying ads that contradict the tone of the programming.
Consumers process facts with greater retention if they are delivered with a personal cue, as you look to convince a consumer they need your product or service this is invaluable placement information.
Therefore from a direct response perspective you can ensure that content is disseminated to the channels that can compliment this more showcase, informed element of the gratification process.
With online the consumer mindset is driven by control or what they see and where they go.
In order to deliver the complimentary optimised advertising to them, it is imperative that you utilise any collaborative data to deliver ads to them personally, not to someone else who may have used a device or watched the TV.
Thus the cohesive, innate link between all advertising channels ensures you can disambiguate any discrepancy in data, ensuring maximum efficiency, impact and CRM credibility.
Although mobile in this case is singly the most reliable means of harvesting data and consumers, their preferences and ensuring targeting is optimised, as you seek to create an advertising platform for your business to universally succeed a directive similar to that of analog TVs being phased out will also be the catalyst for a complete revolution.
While the benefits for such calibration and collaboration will ensure what devices we have now to advertise with can be optimised, the power needs to remain in the discretion of the consumer.
Through attempting to persuade consumers to utilise interactive TVs for the benefit of your business, the reticence will be rife.
With connected TVs you can combine the metrics that have propelled online to acclaim with the erstwhile cathartics and gratification that is sourced from linear TV.
Thus another technological shift needs to occur – for the sake of your business and your consumers.
Convenience and crucially customisation needs to be implemented to improve the viewing experience.
Akin to the sophism used by online algorithms, connected TVs can provide the personalisation and current complimentary relaxation that linear delivers, but with the bonus of data harvesting and the knowledge that can influence other campaigns as a result.
With tangible benefits to your consumers’ viewing experience, the incentive to evolve with advertisers is manifest.
The technology is now in place to truly optimise advertising content, for the benefit of your collective advertising, CRM harvesting and overall ad placement and alignment.
Space City has been producing TV, online and radio commercials for 25 years, working with evolving analytics companies to provide businesses with the most complimentary media buying plans.
Contact the team now and ensure you reduce your advertising costs by more than 20%, while increasing your efficiency too.
