It’s not often marketers embrace a new marketing concept without it having been fully proven, but that’s exactly what’s happening with advanced television (TV).
A study by Videology Group shows 57% of the advertising world is already using this technology, and three-quarters plan to do so in the next 12 months. Advanced TV enables companies to deliver a message to their target market across multiple devices using content customized for each medium, during times when the viewer chooses to consume it.
In other words, it’s marketing that reaches your viewers–wherever they are, however they’re watching, and regardless of the type of device they’re using. This is a big step beyond the capabilities of linear TV.
What’s the Point?
So, what’s the purpose of using advanced television, and why should marketers consider this as an advertising option for their product or service? The short answer is, it provides value to every touch point in the marketing process, from the provider end to the consumer end.
With consumers increasingly accessing content through alternative media, they are exposed to a range of new advertising experiences. This offers several improvements, including:
- Closer pinpointing and aggregation of the target market
- More opportunities for advertising to be interactive
- Increased engagement of the audience
- Enhanced measurability of the advertising
All this adds up to a more meaningful user experience and; therefore, a better chance of the prospect considering your product ahead of the competition.
Inclusion in a Marketing Strategy
As exciting as the concept is for inclusion in your marketing strategy, advanced TV should still complement your standard TV advertising program. Each media channel you undertake adds to the work involved, with customization of contact, touch points and technical requirements for best performance.
Costs are mostly impression based. So to achieve a healthy open rate and ROI, companies who undertake advanced TV advertising need to have multiple contact lists available to make it succeed.
All this pays off, however, with industry stats showing users spend between 5 and 15 times longer engaging with an interactive channel than they do consuming an average 30-second commercial.
Challenges of the Media Buying
Incorporating advanced TV into your corporate marketing strategy, and making it happen effectively, can be a challenging process.
First off, it depends on convincing your executives to buy into the idea. You need to set aside the budget you plan to spend on this particular function, which isn’t always an easy process with as-yet-unproven media. To make sure the buying and placement are handled correctly, it’s essential to address the technical requirements of the medium and to have specific workflow in place to manage the process.
Given that advanced television offers multiple options such as addressable TV, video on demand and programmatic TV, the general feeling in the industry according to the Interactive Advertising Bureau is that access to inventory will be the biggest factor in determining its growth. And since access to inventory is often demand-based, companies wanting to make the most of this opportunity to reach their audience will likely want to make an investment soon to get the juices flowing.
Here to Stay
Advanced television is here to stay, and while demand drives inventory, it also drives up prices. Don’t wait until the market reaches saturation on all fronts to consider this new marketing option, but get in at ground level while pricing and product are still developing.
About Paul Mosenson
Founder NuSpark Media, and Founder and Chief Lead Generation Strategist and Online Media Director for NuSpark Marketing
An experienced B2B and B2C marketer, Paul has been helping clients generate leads and grow their businesses for over 25 years. Paul helps plan and optimize marketing and lead generation programs.