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Quality Advertising on Targeted TV: 3 Crucial Elements

May 21st, 2019   ||    by Susan Kuchinskas

We tend to emphasize data because it’s a new and powerful way to make television advertising more effective. By targeting specific demographics, advertisers can increase the effectiveness and ROI of their campaigns. Remember, though, quality advertising is still important. It’s how a brand connects with that target audience.

The factors that result in quality remain the same when brands use data to target television spots, of course. But the execution must be tweaked due to a few factors:

  • Smaller audiences
  • Possible multiple creative executions
  • Frequency issues
  • Consumer expectations of personalization

Let’s look at how advertisers can produce quality advertising that meets the demands of targeted television.

Canny Creative

Emotional, highly produced thirty-second spots with mass appeal will always be a staple of television: the anticipation of the next stunning round of Super Bowl commercials remains a cultural phenomenon.

Brands must aim for the same quality advertising as they narrow down their targets, advised AdExchanger. But spending millions on a multi-day shoot may not be feasible when trying to target different audience segments. Instead, brands should try new ways of leveraging content. For example, influencers can produce iterations of the spot that resonate with smaller segments at a fraction of the price.

With their strong roots in the community, local TV stations can connect advertisers with well-loved, hometown personalities. As USA Today reported, a commercial for a solar company may have lacked sophistication—and high production values—but it made a strong impression. The spot starred a Cleveland Browns football player.

The Right Cadence

Ad frequency is another issue for advertising quality, as eMarketer pointed out. A good ad goes bad when it’s overused. To avoid this, advertisers need to adjust their reach expectations when running targeted campaigns. Although the number of targetable households increases all the time, if the media buyer demands too large a reach, the automated platform will make up the shortfall by showing the commercial again to the same audience.

Remember, messaging resonates better and there’s less waste of impressions when you use data. A targeted ad doesn’t need as many impressions to make the right impression.

Relevance Is Key

Finally, in a world where everything from shampoo to vitamins to jeans is personalized, TV viewers will expect the same level of personalization in their television spots, Experian said. For them, quality advertising will require relevance—as well as the emotional impact delivered by this medium.

As Videa President Shereta Williams told ExchangeWire, “No matter how eye-catching a TV ad is, consumers will still ignore it if it’s not relevant to their interests. Broadcasters must use all the tools at their disposal to create compelling and pertinent content for users in 2019.”

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