When it comes to advertising, efficiency is the name of the game. And today, brands have the ability to use precision targeting to reach their audiences. When you zero in on your target audience with high-quality ads, your message will resonate.
Addressable advertising facilitates precise ad targeting for maximum impact. However, if you are like most readers, you are likely wondering, what is addressable advertising?
Defining Addressable Advertising
Addressable advertising sounds a bit complex, but it’s nothing to be intimidated by. This advertising term, sometimes called addressable marketing or addressable media, is a way to describe a business’s advertising effort that has been confirmed to have been seen by the audience. However, advertising is not officially addressable until its results can be quantified through measurement.
In contrast, non-addressable advertising constitutes efforts that connect with audiences that are not defined. Non-addressable ads are not traced, not measured, and ultimately less informative than addressable ads.
For example, it won’t make sense for an addressable advertising team to focus on an out-of-home billboard since the views can’t be quantified. However, a Connected TV advertisement can show the advertisers how many times the ad was viewed, the ROI, and the ROAS.
Focus on the Addressable Audience
Addressable audiences are groups of individuals with shared characteristics that make them the optimal group to view an ad. Unaddressable audiences are the people that might be reached, each characterized by nuanced criteria used for targeting.
The most effective addressable advertising targets addressable audiences that are considered the ideal targets based on well-defined criteria. As detailed below, technology is changing how businesses connect with target audiences.
The Role of Technology in Addressable Advertising
According to Forbes, nearly $400 billion is spent on digital yearly. However, some of the businesses that spend on digital ads are not certain of the impact.
Companies have long used cookies to identify information about users to verify the addressable audience’s scale on the web. Google announced it will end third-party cookies that reveal information about users by the end of the current year. Cookies are still used on other browsers, meaning there is an opportunity to precisely target potential customers and quantify the impact of ads. Even if cookies completely disappear, digital marketers will be empowered to present ads that boost relevance, though such ads won’t be as addressable.
Some advertisers are implementing creative new solutions to maximize addressability as tech evolves. As an example, contextual advertising has emerged as a potential solution for improving audience addressability as cookies are phased out.
Addressable Advertising Makes the Most of Advertising Dollars
Transitioning to addressable advertising has the potential to be a massive net positive for businesses since this approach provides marketers with additional information about their target audience. It is this insight into customers that empowers brands to present relevant ads and ultimately generate a superior customer experience that paves a path toward brand loyalty. Highly precise ads that target specific consumers successfully establish relationships between businesses and consumers that have the potential to last a lifetime.
The most effective addressable advertising connects with target shoppers at each stage of the customer journey. This is the detailed and accurate engagement every business needs to maximize conversions and customer loyalty.
Addressable Advertising is Here to Stay
Though addressable advertising will undoubtedly change in unforeseen ways across the years ahead, it is here for the long haul. Addressable ads heighten awareness, focus on the details, and prove mutually beneficial to businesses and consumers.
It’s time to take full advantage of addressable advertising and successfully transition past the large-scale conventional advertisement buys on TV, maximizing the impact of ads through relevancy. Relevant and effective ads address audience pain points and needs through tailored advertising that makes a meaningful and lasting impact. Business owners, managers, and marketers are encouraged to recognize that addressable TV ads help them connect with the optimal viewing audience with the best possible messages.
