What is Addressable TV?
In the good old days, TV used the GRP measure to determine the impact of ads on certain viewer groups. This measure normally relied on estimates derived from viewer share data combined with viewer profiling data from consumer surveys.
But this is no longer the case. As today’s devices for accessing TV are connected to the internet, digital TV provides additional data, allowing to cluster viewers based on the contents they actually see.
Thus Addressable TV can deliver targeted ads on digital TV. Based on audience segmentation and various delivery technologies, it allows for personalized, household-specific ads.
50.33% of people still believe that TV ads are an effective brand communication tactic
Addressable TV takes this a step further. By personalizing advertisements, it only presents viewers with contents that are most relevant to their preferences. This enables high-impact advertising with clickthrough rates significantly higher than those of regular TV advertising.
Targeted advertising boosts brand positioning with consumer segmentation
Targeted advertising is data driven. This means it takes into account the viewer’s geolocation, caters different interactive contents and considers various demographic factors, such as age, gender and education.
Knowing where, how and to whom they are serving ads allows companies to optimize their brand positioning strategies and secures consistent brand safety.
TV advertising helps brands build premium brand awareness and loyalty
Successful companies around the world are spending millions of dollars on getting primetime exposure for their television ads. This is because brands that advertise on TV are generally perceived as premium and trustworthy brands.
In fact, it was found that increasing the TV spend also increases unique visitors to the brand’s website by up to 33%. Conversely, a reduced TV spend results in a significantly lower number of unique visitors.
& TV Operators
Monetize your media with Castoola+
Connected TVs and cutting-edge technological developments are transforming the TV industry. They have made it possible to develop innovative digital technologies that run on top of linear TV. One such technology is Addressable TV, which enables ad personalization and the targeting of specific viewer profiles.
With Addressable TV, broadcasters and TV operators can:
- Tap into a whole new revenue stream,
- Improve the user experience,
- Cut channel switching during ads by up to 48%.
Advertisers & Agencies
Next-generation TV advertising
Addressable TV reduces the cost of TV advertising and grants competitive advantage. This is especially the case with new-to-TV brands, who have recorded significant business growth through the use of Addressable TV advertising.
Advertisers and agencies can leverage Addressable TV to:
- Boost viewer attentiveness by 35% and ad engagement by 21%,
- Enhance ad conversion rates by up to 30%,
- Increase spontaneous ad recall by 10%,
- Improve purchase intent by 7%.
Your go-to provider of Addressable TV
We are a team of experts specialized in targeted TV advertising. With our industry know-how and the help of our technology partners, we bring Addressable TV to all TV environments: IPTV, OTT and DVB-S/T/C (HbbTV).
This allows advertisers to segment viewers based on various demographic, geographic, frequential and timeframe factors to deliver personalized ads on top of linear TV.
Using programmatic advertising, such automated ad delivery enables higher conversion rates, increases brand awareness and aids in optimizing the entire campaign execution process to achieve a greater ROI.
Our team of experts. Meet the faces behind Castoola