Does the dizzying array of acronyms you can take advantage of for your next TV campaign make your head spin? Long gone are the days of “run your ad during this show to reach families with young children.” Instead, it’s say hello to “choose an MVPD or D2C provider for your VOD pre-roll campaign.”
Ok, maybe you wouldn’t say that, but you get the point. It’s confusing.
To clear things up, let’s start with a definition. The IAB says: “Advanced TV is an umbrella term that refers to television content that evolves beyond traditional, linear TV delivery models. Advanced TV targeting enables advertisers to serve one ad to one household as opposed to broadcasting the same ad to all households. Advanced TV includes OTT (Over the Top)/Connected TV, Addressable TV, and Addressable VOD (Video on Demand).”
The rise of Advanced TV is no surprise, as companies in almost every industry in the U.S. economy is increasing their video advertising spend, as the IAB found in a recently published study: Video’s popularity, coupled with the promise of the improved targeting Advanced TV offers, presents a huge opportunity to marketers of all stripes. While the landscape can be confusing, and it certainly changes quickly, there are lessons to be learned from other, more mature marketing channels. In this case digital marketing – which is itself a moving target – has been grappling with many of the same opportunities and challenges for quite some time.
At a high level, the keys to success in digital apply to Advanced TV as well!
- Targeting is key. If the who is wrong, it won’t matter what the what is. It really is that simple. The world’s best creative and offer will still fall flat if the wrong person sees it. Define your audience clearly, in detail, and don’t sacrifice on the characteristics that matter. If you really need to reach millennials with a bad case of wanderlust in Dallas, don’t settle for people who aren’t too old in Texas who can afford a plane ticket!
- Operationalize your campaigns. You’ve got your audience and your offer; now define what success looks like. Are you going for views? A lift in revenue? Once your goal is clear, you’ll have everything you need to get your video campaign in the best channel to reach your prospects. This is where the proverbial rubber meets the road – and this is the difference between having a great idea and a great campaign.
- Measure, measure and measure again. Did it work? To know, go back to the campaign KPIs. The great thing about Advanced TV is that it can offer a level of granularity for attribution and measurement that is completely foreign to traditional TV. No more looking at broad strokes or soft metrics to understand if the campaign was successful!
In upcoming posts, I’ll dive into each one of these points in more detail. Stay tuned!