What is the story about?
What's Happening?
The evolution of TV advertising is transforming how brands of all sizes approach marketing. New TV combines the emotive power of traditional TV with the accountability of programmatic advertising, making it more accessible and measurable. This shift allows brands to target specific audiences with precision, driving both brand awareness and measurable performance. For example, Inghams, a travel company, used Sky AdSmart to target specific households, resulting in an 84% increase in web visits and a threefold return on ad spend.
Why It's Important?
The new TV model democratizes advertising, enabling smaller brands to compete with larger ones by offering flexible buying models and robust measurement frameworks. This accessibility allows brands to test and learn with smaller budgets, making TV advertising a viable option for challenger and mid-sized brands. The integration of TV with digital channels provides a seamless media mix, enhancing the effectiveness of marketing campaigns and proving ROI to stakeholders.
What's Next?
As TV advertising continues to evolve, brands may further explore the integration of emotive storytelling with precise targeting to maximize impact. The development of more sophisticated measurement tools could enhance accountability, allowing marketers to better analyze campaign performance across multiple channels. This evolution may lead to increased investment in TV advertising, as brands recognize its potential to drive both brand building and activation.
Beyond the Headlines
The shift towards programmatic TV advertising reflects broader changes in media consumption patterns, particularly among younger audiences. As linear viewing declines, brands must adapt to new technologies and platforms to reach their target audiences effectively. This transformation highlights the importance of innovation in marketing strategies, as brands seek to balance emotional engagement with measurable outcomes.
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