How To Build a Better Marketing Strategy To Reach Today’s Viewers
Reach a higher-quality audience
Move beyond basic demographic and household targeting
While brand marketing is still about reaching a broad audience, marketers can use the data made available through a programmatic platform to develop strategies that reach individuals whenever possible, rather than households. To do this, you need to move beyond basic demographic profiles, such as age and gender and use more granular audience data, such as context, interests and intent to purchase, to reach people who will actually be interested in your offering.
Brand awareness campaigns require “quality” reach strategies
To reach a broad and engaged audience, you can no longer blanket a market with a general message and assume that because your 30-second commercial aired in millions of households, you actually drove awareness of your brand for that many people. Your target audience may be spending increasing amounts of time engaging with media other than TV, such as gaming or social apps. They may even be multitasking in these contexts while watching TV. Instead, you have to reach people across devices and media channels (e.g. over-the-top video streams) in addition to traditional TV, where they are increasingly spending their time.
Programmatic technology can help you find these engaged audiences across devices and channels from a single tool so that the money you’re spending on each channel is contributing effectively to your overall campaign reach. For example, by planning all types of media together, and measuring cross-channel campaigns with comparable metrics, you can understand what audiences you’re reaching on TV and find additional reach with similar audiences on digital channels.
Brand consideration campaigns require more advanced targeting strategies
For digital audiences, you can use interest and intent data to better reach people that will be interested in your message or offer. For example, you can understand what activities and products people are interested in to reach the audience most likely to engage with your brand. You can also leverage intent-rich signals, such as what people are searching for, to provide better solutions to their in-the-moment needs. For traditional TV audiences, targeting has historically been limited to broad categories like age and gender. In more advanced cases, index-based approaches have been used to target more granular audiences (using survey data to identify TV programs that align with audiences relevant to your brand). But this is changing. Traditional (linear) TV inventory is becoming available to buy through programmatic pipes, paving the way for more granular audience-based targeting that mirrors what’s possible today in digital.
Motivate your customers to action
Build relevant experiences across environments
Choose the best ad placements Selecting the best ad placements in different environments is critical to ensuring your viewers have a positive and engaging experience with your brand message. There are a variety of different placements to consider. In-stream video placements are video ads that live alongside other video content. The traditional TV spot is the original example — a 15 or 30-second video ad that runs between video programming. In-stream video placements are also available on digital video programming across desktops, tablets and smartphones. For example, there are instream video ads that run before, during or after some YouTube videos.