Get Ready Advertisers – Advanced TV is about to Rock Your World
Traditional TV commercials are at the eye of a digital storm as broadcasters race to embrace new technologies allowing advertisers to more precisely target their most valuable customers. Scott Kowalchek, CEO of DirectAvenue, Inc. predicts there will be a fast-moving adoption of Advanced TV. This trend will bring major shifts in advertising and convince marketers to move their ad dollars away from digital platforms and spend more money on TV ads.
Like TV meteorologists predicting an incoming storm, the TV ad industry has been buzzing in recent months with predictions about the impact Advanced TV (also known as programmatic TV) will have on television commercials. The latest studies, however, suggest the entire advertising industry will be affected and the impact will be more like a hurricane than a storm.
“The bottom line – this technology will make the 800-pound gorilla of the advertising industry – television – even more powerful. It will give ad buyers the ability to target customers more efficiently, with traditional short-form TV commercials and DRTV ad campaigns that are guaranteed to reach their targeted audiences,” said Scott Kowalchek, a short-form DRTV advertising expert and the founder and CEO of DirectAvenue, Inc.
What is Advanced TV?
It’s data-driven technology that’s already used by Google and Facebook to help internet ad buyers target customers more precisely by geography, behavior, age, sex, platform (smartphone, desktop, iPad, etc.) and dozens of other variables. Now cable providers, satellite providers, and broadcasters including NBC, Fox, Dish Network, DirecTV, Viacom, and Turner Broadcasting, are embracing the same technology at surprisingly fast pace. Companies are given more options on where to place their TV spots, including broadcast, cable, video-on-demand (VOD), over-the-top (OTT), and Smart TV and Addressable. A study by Videology, an advertising software company, found that ad spending on Advanced TV platforms grew by 60% in the first quarter of 2017. It also found that 56% of all TV ad campaigns now underway use the behavioral data tracking technology of Advanced TV to deliver greater ROI to corporate sponsors.
“Every advertiser must make sure the agency they’re working with uses every Advanced TV technology available to ensure the success of their campaign.” -Scott Kowalchek
“Before they launch their next TV commercial, every advertiser must make sure the media agency they’re working with uses every Advanced TV technology available to ensure the success of their campaign,” said Kowalchek. “Without these tools in place, a TV spot is less likely to succeed.”
Kowalchek and his team at DirectAvenue have long-embraced the latest advances in customer targeting and tracking. Last year, DirectAvenue launched its own proprietary planning tools called Media Assurance Platform (MAP). These tools allow for better insights, plans, and results. (Click image below to view the detail of the Media Assurance Platform (MAP)):
If content is the king, Cable and TV advertising remain the Queen of advertising
With so much content and so many sponsorship opportunities available, advertisers should remember that cable and TV advertising remain the most profitable platforms in the history of advertising.
Now, with Advanced TV sweeping through the industry, short-form commercials and direct response TV ads are poised to earn a larger percentage of ad budgets at companies worldwide. “The key to our success has always been the application of scientific principals in planning, managing, and analyzing the effectiveness of every spot and every campaign,” said Kowalchek. “Now, with Advanced TV, our scientific principles will be enhanced by real computer science – advanced, data-driven targeting and tracking software that will help us deliver even greater ROI to our clients.”