Embracing new “addressable” strategies for greater connected TV results

There’s good news for consumers who enjoy watching video content and the advertisers trying to reach them. It is becoming less and less likely, because of the addressable nature of many platforms, that those who have opted out of cable TV and cut the cord will see advertising that isn’t relevant to them.

Yes, it is becoming more common for cat owners to see cat food commercials instead of dog food spots, and less common for people who have just bought a car to see car ads as if they are weeks or months away from buying a new set of wheels. And that is not because viewers are getting better at filtering, but rather the platforms and media planners and buyers are starting to work together more closely and with better strategies to reduce the frequency that a consumer will see an irrelevant ad.

Actionable data is key

Working with partners who provide actionable data gathering and analytics will lead to improved targeting, superior ad sequencing and cross-device tracking. And although there may be additional costs for advertisers, it will lead to more effective strategies, and significantly higher ROI from media campaigns.

Here are two strategies to consider, using the automotive vertical as an example:

1. Build audiences and target them with precision; leverage granular data (segments, geography, trim level, purchase history) to ensure you’re delivering the right ads to the right people. This reduces ad waste and over saturation, while improving personalization and ad relevance. For example, an advertiser for a luxury brand can “address” its buy to consumers in a certain economic and geographic set, while suppressing ads to those who have purchased a vehicle in the last six months or a year, or who aren’t and won’t be in-market for a luxury vehicle. The quality of messaging to the right people is critical to creating a consumer experience that builds brand equity – and critical to a truly effective campaign for advertisers.
2. Look at the marketing funnel through a new lens – leverage deterministic data to connect consumer engagements to actions – including offline vehicle sales. With addressability you can make these connections at all levels of the funnel, and you can be strategic about when/where you apply it. Offline sales likely isn’t your primary metric in the upper funnel, but it can play a role.

1. This survey was conducted online by The Harris Poll on behalf of Urban Science among 3,022 US adults aged 18+ who currently own or lease or plan to purchase or lease a new or used vehicle in the next 12 months (referred to in this report as “auto-buyers” or “auto-buying public”), and 250 U.S. OEM automotive dealers, whose titles were Sales Manager, General Manager, or Principal/VP/Owner. The auto-buying public survey was conducted from January 26 to February 15, 2023. Data are weighted where necessary by age by gender, race/ethnicity, region, education, marital status, household size, household income, and propensity to be online to bring them in line with their actual proportions in the population. The dealer survey was conducted January 26 to February 17, 2023. Results were not weighted and are only representative of those who completed the survey. Respondents for this survey were selected from among those who have agreed to participate in our surveys. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +2.6 percentage points for auto-buyers and +6.2 percentage points for dealers using a 95% confidence level. This credible interval will be wider among subsets of the surveyed population of interest.

All sample surveys and polls, whether or not they use probability sampling, are subject to other multiple sources of error which are most often not possible to quantify or estimate, including, but not limited to coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments.

2. “Ford, GM See Strong U.S. Consumer Demand for Vehicles,”
autonews.com/retail/ford-gm-see-strong-us-consumer-demand-vehicles

3. “Q1 Sales Get Boost from Fleet Business,”
autonews.com/sales/q1-auto-sales-rise-85-countering-recession-fears

4. “Automakers Rights to Reassign Buy/Sell Deals Targeted,”
autonews.com/dealers/bills-would-strip-automaker-influence-dealership-acquisitions