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How B2C and B2B Companies Can Benefit From Automated TV

August 10th, 2017   ||    by Callie Wheeler   ||    No Comments

Both B2C and B2B companies are advertising in an era that offers even more ways to get in touch with audiences—and television is no exception. The latest numbers from eMarketer show addressable TV spend will increase by 65.8 percent this year, while programmatic TV spend will grow by 75.7 percent.

Some B2C brands are already embracing automated TV in its various forms, while B2B companies have been slower to adopt. But ultimately, both stand to gain from these growing markets.

Advertising: Automated and Addressable

A key advantage of the new TV ad tech for both types of companies is automation. Automated TV, as its name implies, automates the television advertising process, from buying to makegoods. Automated TV brings data to the table, taking the guesswork out of the process and providing insight beyond ratings. With the grunt work taken off their plates, media planners and sellers can shift their focus to creative efforts, data analysis, and ad optimization.

The audience-targeting capabilities of programmatic and addressable TV are a plus for all brands, but they can be played out in interesting ways for B2C campaigns in particular. As a recent MarketingProfs podcast notes, addressability means next-door neighbors could be watching the same program at the same time while receiving different ads. For the brand that buys both households’ spots, this targeting offers personalization and message tailoring based on audience data, as well as an opportunity to test ad strategies and optimize campaigns.

Better for B2B Brands

Targeting is essential to automated TV strategy for B2B companies too. Realistically, these brands may stand to gain the most from automated TV, as fewer B2B brands are embracing the medium—meaning less competition. As a piece in AdExchanger points out, this failure to adopt early means it’s easier for B2B brands to stand out in a sea of B2C messages.

Creating B2B brand awareness over several months of intentional, targeted advertising through programmatic and automated TV buying goes beyond the benefits of awareness and brand lift. The channel eases the burden on the buyer through automation while also delivering greater return on investment through targeting that pairs traditional data—like ratings—with demographic information, audience segmentation, geographical data, and more. It’s the television equivalent of account-based marketing for B2B.

As brands focus on omnichannel marketing efforts, television continues to make up an important piece of the pie. Automated TV, in all its forms, augments the best parts of the channel while providing even greater insight and control. It promises to be a win for both B2C and B2B companies.

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