Targeted TV Advertising

Targeted Advertising is an umbrella term for a collection of technologies that allow advertisers to show consumers different advertisements based on their personal interests, specific traits, and characteristics. These can include a whole variety of different things, including age, where people live, what sort of TV shows they like to watch, and much more. The technology allows TV providers to accommodate targeted marketing campaigns by running different adverts in the same slot and therefore allows different advertisers to reach different audiences that may be interested in their products.

Television companies, whether traditional broadcasters or operators offering streaming services, are able to assemble profiles of their viewers based on a variety of different criteria. This can include previous viewing history, information obtained when viewers signed up for the service (such as age and location), and more.

The technology behind targeted ads is then able to insert different ads depending on who is watching. For example, in one-30 second slot it can run an advert for a cruise company aimed at retirees, or an advert for a local restaurant near the viewer, or back to school commercials for households with kids at the relevant ages.

Targeted advertising allows everyone involved in television advertising to be more effective. Advertisers can use their money more effectively to reach an audience that has a higher chance of wanting to buy their products than the normal, while it is also beneficial for the television companies. They can increase revenue by running more adverts at the same time. Research also shows that consumers respond much better to advertisements that are coordinated with their own interests and are less liable to be annoyed by them.

Not at all. The VO Targeted TV Advertising Platform can be used in any television advertising ecosystems, including linear TV services. Indeed, many of its most powerful features, including the ability to maximise ad opportunities via banner advertisements, are relevant to any provider that has control of the viewer’s user interface.

Not necessarily. While the GDPR has stopped companies buying and selling data on the open market, companies have responded by asking users to voluntarily submit more information about themselves when, for example, signing up for new services. This is called first-party data and its carefully controlled use is allowed under GDPR legislation. New technologies are also emerging that can use Artificial Intelligence and Machine Learning to search for patterns in the information about what viewers watch and extrapolate the age, life stage of viewers, and more without violating any of the rules of the GDPR.

No. Legislation such as the GDPR has been put in place specifically to protect viewers’ privacy from being invaded, and all companies in the targeted TV advertising space work within strict guidelines to make sure privacy is maintained.

Targeted advertising works in a similar way to how online advertising does but with television’s additional reach and is extremely effective. Advertisers find that they might be reaching smaller audiences than via traditional television advertising, but those audiences are more receptive to their messages and more liable to buy their products. As a result, the amount of money being spent on targeted TV advertising as a proportion of the total television advertising budget is rising all the time.

Addressable TV refers to the use of data and technology to deliver targeted ads, content, or programming to specific households or individuals based on their interests, demographics, location, or other factors. It can be used to provide a more personalized and effective viewing experience for viewers, and it is often delivered through internet-connected devices.