Like TV meteorologists predicting an incoming storm, the advertising industry has been buzzing in recent months about the impact Advanced TV (also known as programmatic TV) will have on television commercials. The latest studies, however, suggest the entire advertising industry will be affected and the impact will be more like a hurricane than a storm.
“The bottom line – this technology will make the 800 pound gorilla of the ad industry – television – even more powerful. It will give TV ad buyers the ability to target customers more efficiently, with traditional short-form commercials and direct response ad campaigns guaranteed to reach their targeted audiences,” said Scott Kowalchek, a short-form DRTV advertising expert and the founder and CEO of DirectAvenue. Kowalchek points to a study by the Swiss financial firm Credit Suisse, which describes Advanced TV is a billion dollar opportunity for advertisers worldwide.
What is Advanced TV? It’s data-driven technology that’s already used by Google and Facebook to help internet ad buyers target customers more precisely by geography, behavior, age, sex, platform (smart phone, desktop, iPad, etc.) and dozens of other variables. Now cable and broadcast companies, including NBC, Fox, Viacom, and Turner Broadcasting, are embracing the same technology at a surprisingly fast pace, giving companies more options on where to place their TV spots, including broadcast, cable, video-on-demand (VOD), over-the-top (OTT), and Smart TV. A study by Videology, an advertising software company, found that ad spending on Advanced TV platforms grew by 60% in the first quarter of 2017. It also found that 56% of all TV ad campaigns now underway use the behavioral data tracking technology of Advanced TV to deliver greater ROI to corporate sponsors.
“Before they launch their next TV commercial, every advertiser must make sure the agency they’re working with uses every Advanced TV technology available to ensure the success of their campaign,” said Kowalchek. “Without these tools in place, a TV spot is less likely to succeed.”
Kowalchek and his team at DirectAvenue have long-embraced the latest advances in customer targeting and tracking. Last year, DirectAvenue launched its own suite of planning, campaign management, and analysis tools, including:
TIP – Their Top-Down Investment Process tool (TIP) yields greater insights into the behavior of a client’s media targets, ensuring the right media properties are selected for each campaign.
POP – The Pre-Optimization Process tool (POP) ensures media is cleared and spending goals are met.
PAR – Predictive Analytics Review (PAR) provides call centers and fulfillment partners with hourly call volume estimates on a daily basis.
PIT – Partner Integration Team (PIT) establishes open lines of communication between all marketing partners and assists clients in finding the right back-end resources.
HDR – Access to High-Definition Reporting (HDR) includes interactive mobile-ready dashboards with detailed insight into each campaign, helping all parties improve results from one campaign to the next.
With so much content and so many sponsorship opportunities available, advertisers should remember that cable and TV advertising remains the most profitable platforms in the history of advertising.
With Advanced TV technology now sweeping through the industry, short-form commercials and direct response TV ads are poised to earn a larger percentage of ad budgets at companies worldwide. “The key to our success has always been the application of scientific principals in planning, managing, and analyzing the effectiveness of every spot and every campaign,” said Kowalchek. “Now, with Advanced TV, our scientific principles will be enhanced by real computer science – advanced, data-driven targeting and tracking software that will help us deliver even greater ROI to our clients.”