With Americans spending more time at home over the past year, the value of TV ad space has only increased. This ongoing situation has prompted the industry’s most prominent television operators to form high-profile consortiums, and these new collaborations are called together to streamline an advertising market that can quite often require a great deal of time and know-how to navigate.
Broad Reach Meets Targeted TV
While casting a wide net with traditional linear TV ads can allow new audiences to discover your business, the collaborators hope to yield more opportunities for targeted advertising, and advertisers would be able to further customize their strategies to take advantage of the best of both worlds. Whenever you want to launch a campaign for a specific audience, new data will be available to inform your every move.
Drafting New Roadmaps
To modernize traditional TV advertising, the On Addressability initiative promotes the utilization of data for more specialized reach. The On Addressability team has released a playbook to help advertisers and distributors clearly communicate their goals and the options they have to attain them. The initiative’s planning also spells out a roadmap for optimal addressable advertising, from establishing ad break messaging standards to ad insertion.
Data is key to making informed marketing decisions, so Networks like AMC, ViacomCBS, and Univision have also come together to launch the OpenAP platform. This group provides technology to allow advertisers to formulate a focused plan for their target audiences and apply it across multiple platforms, simplifying what has previously been a sprawling, multifaceted effort. It also generates detailed reporting for valuable insight on how your plans perform, helping you fine-tune your strategy going forward.
Earlier this summer, Charter, Comcast, and other prominent brands formed Go Addressable, their own initiative designed to streamline addressable ad campaigns. Through monthly meetings, this consortium will roundtable persistent industry issues and explore possible solutions. Their process starts with getting advertisers and providers on the same page through education and the establishment of common industry language, dropping jargon in favor of clarity wherever necessary.
Make Your Advertising Budget Count
At Strong Automotive Merchandising, our Media team uses a wide range of research and resources to execute the right plan for dealerships across the U.S. No matter what your advertising goals might be, we have the expertise and tools needed to get your message in front of the audience that needs to see it. Contact us to see what we can do for you.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.