Tag: connected tv

As the nation slowly works its way up to full speed, it’s undeniable that the landscape has changed dramatically for every brand—especially when it comes to marketing and advertising. Many are looking for new ways to better connect with customers to meet their needs and encourage their continued patronage and loyalty, while others are attempting to reach out to a whole new audience who may not have known about them pre-pandemic. But even as brands are eager to get back to normal—whatever the new normal is—much like consumers, they’re faced with an uncertain future that may be affected by new financial restraints. For marketers looking to make a big impact on their bottom line, now is the time to consider pivoting advertising efforts to advanced TV (Connected TV/OTT and addressable TV). While traditionally cost prohibitive for many brands, the pandemic has greatly changed the availability of TV advertising. TV advertising is now more affordable than ever, opening up opportunities to brands who may not have had the ability to include it in their previous marketing plans. Whether it was due to the cancellation of live events or the delay of basketball season, or just general skittishness that’s keeping other brands from spending money on TV advertising, their pivot is to your benefit. There’s no question that consumers’ attitudes toward brands will have changed during the pandemic, which means they might need to be reminded of your brand and what it has to offer. There may be some who are seeing your brand for the first time, or for the first time in a long time. The good news is, people are watching TV now more than ever before. According to Experian’s Consumer Sentiment Index, television consumption is up 41% from mid-May to mid-June. Cable TV viewership has seen a 22% increase over the same period of time, showing that consumers are still connected to traditional TV viewership. Another reason why now is a great time to make advanced TV part of your marketing plan. While many states are still rolling out their re-opening plans, many consumers are still working from home, and the job landscape is still firming up. That means your customers will still be passing the time at home as the landscape continues to shift and change, and their attention will likely be directed toward their TVs. Plus, with consumer spending starting to rebound, you can benefit from this directed attention in a new medium. And consumers aren’t just watching TV on their televisions. Smartphone use is up 41% over last month, as is desktop/laptop use at 38%, and tablet use at 21%. And, when they’re not watching their favorite show on their phones, computers or tablets, they’re visiting advertiser websites and using apps more heavily. This means that brands can supplement their TV advertising with an omnichannel approach to ensure their consumer can connect with them through any device they’re using. All of this may sound intimidating to brands who haven’t previously advertised on TV or executed an omnichannel campaign, but rest assured that the power of data can help make the experience fairly seamless. A data-driven marketing strategy can help brands better understand their audience, including demographics, lifestyle, behavior and attitudes—as well as their preferred engagement channels. This helps ensure that your message resonates and is seen on the devices and channels your audience frequents most. With Experian’s 50+ years of experience with consumer data, you can rely on us to help you execute a data-driven advanced TV campaign that targets the right audience with your message. And we collaborate with all TV operators and have connections with many industry media partners, so you can choose exactly where you want your outreach to go. Find out more about how Experian’s Advanced TV capabilities can help you have more meaningful interactions with people: https://www.experian.com/marketing-services/television-advertising.

Connecting to consumers is a vital aspect of the world we live in today. Marketers are always looking to create more meaningful interactions with their target audiences so they can form life-long relationships and build greater value. As a marketer, you rely on these connections so that your campaigns resonate with your audience on a personal level. TV used to be a reliable bridge between the consumer and the marketer. Brands could rely on the shared experience of prime-time TV to get their message out with little-to-no interruptions. However, with the introduction of on-demand television and streaming services, those ensured connections no longer exist. Ad time and the viewer’s attention span are now endangered resources and require specific attention and detail based on each individual consumer’s wants and needs. Advertisers can no longer rely on the general TV ad model, which reaches individuals that may not be relevant for the product or service. Marketers cannot afford to waste budget on viewers that were never the intended audience in the first place. This new age of television requires a tool that will engage viewers on a more personal level, one that is built for the digital age and anticipates the world of tomorrow. Connected TV does just that, delivering high-quality, audience-targeted video advertising for any entertainment device that can stream video. Connected TV was designed to help marketers make the most of today’s data and technology. It can help you reach your customers, wherever they are, by pinpointing pertinent viewers on popular streaming destinations, such as Apple TV, Amazon Fire Stick, Roku and more. Advertising options are also available on streaming-compatible devices, including DirecTV NOW, PlayStation Vue and more.  eMarketer claims that more than half of the population will watch Connected TV by the end of 2019. This new development has set higher standards in data management, usability and measurement. Experian Marketing Services is here to help you execute your next Connected TV campaign—from soup to nuts. The program begins by using first and third-party data to effectively reach the correct audience, while also identifying the top movies and TV shows to ensure that the message is not missed or ignored. To maximize efficiency, Connected TV will then re-target and re-engage multiple viewers within the same household, no matter which device they’re streaming. Finally, the campaign is measured with precision, using next-generation, top-of-the-line tools and metrics that show your success or where improvement or optimization may be needed. We are here for you from start to finish—from setting campaign objectives and identifying your target audience, to activation and post-campaign measurement and analysis. We will work with you to optimize and measure the impact of your campaign to make sure you are maximizing your dollars spent. To learn more visit https://www.experian.com/marketing-services/connectedtv.html.