Traditional Linear TV Matches Programs To Demographics

In the early days of television programming and advertising, advertisers “sponsored” the programs that most aligned with the product. For example, Pall Mall cigarettes sponsored “The Big Story” crime drama in the 1950’s. And the “Marlboro Man” sponsored auto racing events and shows in the 1960’s. And, even today, Marlboro still sponsors Ferrari at racing events.

Most Connected TV Campaigns Target Audiences

Targeting ideal prospects is the idea behind most Connected TV (CTV) campaigns. This is a game changer when it comes to TV advertising. In a typical traditional linear TV campaign targeting revolves around programming. So, if you are looking for women, “Keeping Up With The Kardashians” might be perfect. And the male/female skew is high at 72%. What if you could combine the best of traditional TV and the game changing targeting of Connected TV?

Combine Custom Audiences With Congruent Programming For More Effective Campaigns

At my shop, Advanced TV, we have created several Targeted-Programming packages. The idea is to match the custom audience to the programming they most enjoy. Let’s stay with our Kardashian example. The show has a 28% male audience, and 35% of the audience is over 55 years old. If your ideal prospects are Female/25-54, there is a lot of waste with a traditional linear campaign.

Now, let’s say we combine many other shows, networks and platforms that skew Female and only serve the ads to Female/25-54’s in our third-party data set? Now you have what I call a Custom-Congruent CTV campaign.

Advanced TV Strategies Matter

In professional sports, the coaches matter. They make the game plan and teach the players the proper technique. With advertising campaigns, the strategy and execution is just as important. Connected TV is still an evolving channel with changing players and distribution. With a well executed CTV campaign, you can reach ideal prospects in a content environment they love!