Programmatic television advertising uses data-driven automation to create audience-based advertising and marketing strategies.
Previously, programmers and marketers relied on show ratings to pinpoint desirable audiences for their advertisements. This reactive approach to advertising is no more.
Now, via programmatic TV, advertisers and marketers use audience data to push advertisements towards optimal audiences before ratings and other metrics are in. Marketing this way makes it easier for advertisers to reach specific subsets of customers than traditional marketing methods do.
Programmatic advertising exists outside the realm of television. With that said, the intentions and desired outcomes behind it vary based on platform; but programmatic TV uses automation and data to target specific audiences and drive a higher ROI on media spend.
The Advantages of Programmatic TV for Business Realities
It’s Easy To Optimize for Audience
If a brand has several ads it’s interested in running, it can use insights regarding how audiences respond to different types of advertising to help decide who sees which ads.
Marketers can use preexisting data or run quick and simple tests. Either way, it’s easy to determine which ads are the most effective for certain audiences and demographics.
Programmatic TV affords marketers the opportunity to leverage granular segmentation of audiences. Ads can now be incredibly targeted. Whether a brand is making choices based on traditional demographics, life triggers, or interests, it’ll be able to push its content to the people who want to see it the most.
The possibilities for targeting are endless. First, second, and even third-party data sets can be leveraged to make optimizing content easier, and because so much of consumers’ lives tend to be connected (phones, television, etc.), content can even be optimized while audiences switch between screens.
T-Commerce Clears a Path for More Revenue Streams
Anybody who’s in the business of doing business knows that revenue is everything.If a company isn’t making money, it cannot sustain business operations.
Programmatic TV can serve as the tipping point to pulling revenue for businesses that haven’t yet pushed into the television sphere. For years, companies have heard about eCommerce and mobile optimization– but TV is making a comeback, and it’s a market no one should miss.
Messaging is No Longer Repetitive
Regardless of whether someone is a marketer, a business owner, or they’ve got nothing to do with the business sector, chances are they watch some TV in their free time, and no matter their occupation, chances are they get fed up with repetitive ads and pushy marketing tactics.
Programmatic TV, when properly leveraged and implemented, allows advertisements to be delivered as valuable content. Ads feel more like an ongoing story told over several episodes– almost like a side plot to whatever someone is watching. This is in direct contrast to more traditional ads, which are crammed into short time spans and often repeat frequently.
When people consume personalized and unique content, they’re more likely to feel compelled to learn more about products and services and make purchases. TV viewers want to feel like they’re a part of a journey– not like there’s a traveling salesman living inside of their television.
Programmatic TV offers marketers real-time insight into reporting and data information as it’s received.
When a business utilizes programmatic, they can measure exactly how well a campaign or targeting method performs and start making optimizations immediately. More outdated forms of advertising like mail campaigns and old school digital ads don’t offer much insight into results until they end.
Programmatic TV: Advertising for the Future
It’s clear that programmatic television is ideal for forward-thinking marketers who are excited to step into the future of advertising.
Going programmatic offers businesses a tremendous amount of control over who sees their advertisements and why– and that’s a good thing. Long gone are the days of blanket campaigns and the blind hope that somebody, somewhere will respond positively to advertisements.