Discover the impact of addressable TV advertising and how it can revolutionise your marketing strategy.

The Evolution of TV Advertising

TV advertising has undergone a significant evolution in recent years. Gone are the days of traditional television commercials being the only option for advertisers. The rise of digital channels has transformed TV into a collection of accessible and addressable platforms.

It is no longer confined to the limitations of broadcast television but has expanded to include digital streaming on various devices, such as laptops and smartphones.

This evolution has opened up new opportunities for advertisers to reach their target audiences effectively. With the accessibility and addressability of TV advertising, businesses of all sizes can now leverage this powerful medium to promote their products or services.

Accessibility of TV Advertising

TV advertising is more accessible than ever before. Advertisers can now run campaigns on platforms like Sky Adsmart, which offer affordable options starting at under £10k. Additionally, major networks like ITV and Channel 4 are eager to support new brands and may even provide equity for TV deals.

This accessibility makes TV advertising a viable option for a wide range of businesses, regardless of their budget.

While there are still production costs to consider, advancements in technology, such as AI, can help streamline the production process and make it more cost-effective.

As a result, even smaller businesses can take advantage of TV advertising to enhance their marketing strategies

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Addressability in TV Advertising

One of the key advantages of TV advertising in the digital age is its addressability. Advertisers can target their ads on TV in a similar way to other online advertising channels.

This means that the ad you see on Sky may differ from the one someone else sees, based on your respective interests and demographics.

By leveraging first-party data, advertisers can further enhance targeting and ensure their ads reach the most relevant audience. This level of addressability not only improves the effectiveness of TV advertising but also helps businesses comply with UK GDPR regulations.

The Power of Credibility in TV Advertising

TV advertising offers a unique advantage that other formats lack: credibility. When consumers see a brand or product advertised on TV, it often creates a sense of trust and legitimacy.

Unlike fleeting trends on social media platforms like TikTok, TV ads carry a certain level of credibility and can establish a brand as reputable and trustworthy.

By utilising TV advertising, businesses can leverage this credibility to bridge the gap between performance-driven marketing and brand building.

While it may take some time to see the direct impact on performance metrics, the credibility gained through TV advertising can ultimately drive increased sales and brand recognition.

Utilising TV Advertising for Brand and Performance

TV advertising offers businesses the opportunity to test their marketing strategies and drive sales with a relatively low investment. By combining targeted and addressable TV ads with other marketing channels, businesses can create demand and reach a wider audience.

While the cost per sale may increase when scaling with TV and through Google Ads platforms like Performance Max, the potential reach and impact on brand awareness are significant. If you want to scale, consider both online and digital TV as they are slowly converging into each other.

Find out how you can scale your advertising with The Fractions