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TV Advertising Innovations: A Look at What’s to Come

July 17th, 2019   ||    by Callie Wheeler

Critics could say TV advertising innovations are rolling out too slowly, with the pace of reality not on par with the industry’s visions of an addressable, technologically advanced future. eMarketer shared that just 3.7 percent of total TV spending this year will be spent on addressable advertising.

But the future looks bright: in 2020 that percentage is projected to increase, with addressable spending up. And there are already signs of life, with good news on the regulation front, overall TV spending projections remaining steady, and current examples of the TV advertising innovations to come.

The State of the Industry

It looks like 2020 will be a year of noteworthy progress. As MediaPost reported, ATSC 3.0 is slated to roll out in the top 40 TV markets by the end of 2020, with those markets’ network owned-and-operated stations, affiliates, and public broadcast stations announcing their plans in early April.

This new standard will not only benefit networks, but also local broadcasters. With the widespread adoption of ATSC 3.0, interactive and addressable ads are a possibility even on the local and regional level. Partners will be able to pair local stations’ data with other data sources to provide advertisers the opportunity to air targeted ads, while the integration of over-the-air and broadcast transmissions facilitates interactive ads.

Additionally, the outlook for TV spending is stable. eMarketer’s projections showed spending shifting up or down by a percentage point or less from year to year through 2023.

Ahead of the Game

With this environment creating room for TV advertising innovations, we should expect to see many in the coming year. Some brands are already testing out interactive ads, hypertargeting, and more. They are an indication of what’s to come to a television near you.

  • Pringles taps into connected TV: For the brand’s second foray into the Super Bowl, the chip company aired a 30-second spot that changed a city name based upon the viewer’s geography and included a QR code linked to Pringle’s Amazon store for quick shopping. According to Marketing Dive, the campaign drove 0.6 percent of commerce actions.
  • Last year, Comcast and Fandango unveiled an integration that allowed viewers to purchase movie tickets through their television. By issuing a voice command to their remote, customers could browse show times at local movie theaters, send the times to their mobile phone, and purchase tickets through Fandango’s app or website.
  • Real-time ads have shown up in more than one Super Bowl, from Snickers’s Adam Driver ad sharing a real-time game score to Kraft’s ad featuring photos collected on social media within hours of the game. As CMO reported, we will likely see more of them due to their noteworthy nature.

Warming Up for the Shift

These examples are just a preview of new advertising possibilities. Advertisers continue to test out innovative ways to reach their audiences, and if recent news is any indication, we should be seeing a lot more of that in the next year.

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