4 TV Advertising Trends to Guide Your 2022 Strategy
After the enormous growth of digital marketing, TV advertising has taken a backseat in most marketing strategies. The ad spending on digital mediums surpassed the TV advert spending in 2016.
It is forecasted that most companies will reduce their TV ad spend to less than a third of marketing budgets in the coming years. TV providers are not going down without a fight and have decided to stay competitive with the digital mediums by promoting a few major advertising trends that could impact your strategy.
4 TV Advertising Trends to Guide Your 2022 Strategy
In the light of multiple new trends, many experts opine that TV advertising will remain a significant part of an effective marketing strategy.
TV marketing is trying to regain its position and follow the same pattern as its digital counterparts. Some major trends have evolved recently for TV advertising to remain a viable option.
Multiscreen Viewership
Mobile or handheld devices must not be considered the enemy of TV, however, should be viewed as partners trying to achieve marketing goals in their own ways. Advanced tv advertising is only best solution.
The majority of people use mobile or other devices while watching TV, therefore using attribution analytics, marketers can gather information like when and which networks users are watching and through which mobile channels to make customers more receptive to ads.
Addressable TV
Advanced TV comes into action to stay competitive with digital and OTT platforms and execute marketing strategies properly. This trend also called addressable TV follows a similar strategy as digital platforms by personalizing the audience’s ad experience.
This trend shows ad content exclusively to specific households or audience segments that can benefit from the product or services. Increasing the number of addressable households will give tough competition to the digital mediums.
Different households can be segmented or targeted by getting insight into viewing behavior, buying behavior, and basic demographics. It offers more effective personalized marketing instead of mass marketing.
Programmatic TV
This trend provides the solution to two major problems with TV advertising. Many marketers find the traditional process of TV marketing time-consuming, Programmatic TV resolves the issue by automating most of the decisions.
Another striking characteristic of Programmatic TV is the provision of useful user data right after airing the ad for timely optimizations.
Dynamic Ad Insertion
This is another trend to engage the audience while the show or event is being broadcasted. Dynamic ads usually appear on the corner or side of the screen. These ads share the screen with the sporting events or other shows during breaks or timeouts.
It will result in more conversions when combined with addressable TV, targeted ads displayed in one household should not be seen in the neighboring house.
Wrapping it Up
Digital marketing has now become a standard to reach a targeted audience and get more sales. Similar tactics need to be implemented in TV advertising to connect brands with their targeted customers and get actionable metrics and insights. Instead of targeting mass audiences, use demographic and psychographic data to show relevant ads.
