#Disruptive DataTV Advertising:

Swimming in a TV Seaof Sameness

TV Advertising: A Phoenix From the Ashes

TV Advertising: A Phoenix From the Ashes

Recently there has been a rise in provoking articles hailing thedeath of television advertising as we know it.

TV Advertising: A Phoenix From the Ashes

Recently there has been a rise in provoking articles hailing thedeath of television advertising as we know it.

Once a supreme behemoth - cornering the advertising marketand devouring the bulk of marketing budget - television's cut

is still significant, but it is diminishing and evolving.

This means other channels, notably digital, are increasingly jostling for budget as

audience viewing habits morph to suit on-demand platforms.

The Result?

The Result?Inevitably, increased audience fragmentation is occurring asnew channels and devices are introduced to the equation,forcing brands and broadcasters to scrutinise consumerbehaviour.

The Result?Inevitably, increased audience fragmentation is occurring asnew channels and devices are introduced to the equation,forcing brands and broadcasters to scrutinise consumerbehaviour.

But by understanding an audience's habits and motivations,brands can ensure better connections and create more

personalised communications.

Enter Addressable Advertising

As modern consumers we're used to seeing advertseverywhere we go.

From online to offline, newspapers to posters, mail totelevision: advertising has been part of life for decades.

Enter Addressable Advertising

Thanks to Addressable Advertising, as channels develop, theads we're exposed to and the messages they contain are

increasingly tailored to our unique preferences, lifestyles andneeds.

How does Addressable Advertising work?

How does Addressable Advertising work?Addressable advertising works by allowing marketers to pinpoint

target audiences and create household profiles using data: on income,insurance renewal date, household composition, interests and

behaviours etc.

How does Addressable Advertising work?Addressable advertising works by allowing marketers to pinpoint

target audiences and create household profiles using data: on income,insurance renewal date, household composition, interests and

behaviours etc.

Working with TV operators, this data defines the number ofaddressable-enabled households that fit a target profile, and means

relevant ads can be served to profile-matched homes acrossmultiple touch points.

How does Addressable Advertising work?

Today's multiple touchpoints and smarter channels mean more variedaudience data can be accessed and traded within the advertising

industry than ever before: it's a perfect storm of consumer-tailoredadvertising.

If part of a fully integrated strategy across channels it promises todeliver exceptional results.

Consumer Ad Intolerance

Brands need to be aware that consumers are increasinglyfiltering out adverts, often subconsciously.

Consumer Ad Intolerance

According to a recent Acxiom survey, 64% of consumers can'trecall more than two television adverts they have seen within

the last three days.

Consumer Ad Intolerance

This highlights the 'sea of sameness' that ads have to cutthrough and the importance of relevance, to ensure the ad

stands the best possible chance of resonating with theconsumer.

Standing out from the Sea of Sameness

To avoid being ignored, brands, advertisers and broadcasterscan use audience data to better serve interest-relevantmaterial, and influence all activity from advertising to

programming itself.

Standing out from the Sea of Sameness

But factors other than how or what viewers watch are at play.Data created via online 'on demand' viewer accounts, social

media, and purchasing histories gives insight into how peopleact on what they watch, and how effective Addressable

Advertising is. Social media, eCommerce and mCommerce are all directly linked

to TV and advertising data.

Standing out from the Sea of Sameness

Some TV ads are already aware of this social engagement potential: usingbrief, often obscure adverts that include hashtags to spark intrigue.

When placed between socially popular programmes, which also havetheir own hashtags and a large second screen viewer community,

memorable social campaigns have the potential to make ignorable adsinteresting - driving substantial engagement and revenue.

Standing out from the Sea of Sameness

For example a viewer watching TV on their laptop, logged into theiraccount, might make a mobile purchase in response to an ad, or engage

socially with the content they're seeing.

These factors and more allow the effectiveness of the tailored marketingthey receive to be determined, then refined further.

Creating Memorable, Audience TargetedCampaigns

The onus is still very much on brands to deliver memorablecampaigns.

Although the potential for multichannel, multiscreen adcampaigns is there, if ads are not well targeted they will become

noise and fail to speak to fractured audiences with variedviewing habits and channel preferences.

Without insight, that 'right message, right time' moment is slim.

To reach scattered viewers of value, broadcasters, advertisers andbrands must understand multi-device consumers using audience

data.

Knowing what people watch, when, and the devices they preferto access, establishes targeting opportunities for those in thead and TV industry, leading to that 'phoenix from the flames'moment of better audience journeys. loyalty and trust.

Stand out from the Sea of Sameness

Acxiom's Audience Operating System can help advertisers achievedramatically increased recognition through data-driven, precision

targeting across all media, channels and devices, allowing your brandto stand out from your competitors.

FIND OUT MORE