Addressable media allows brands to connect with consumers on various platforms and social media. Addressable media uses a comprehensive consumer database. This includes information about the consumers, including their demographics, purchase history, and consumption habits.
It allows advertisers to offer personalized content to customers to increase their campaigns’ effectiveness and generate more revenue. Additional terms: What is Extranet and what is Google Crawling. Learn More About “Addressable Media”.
Buyers view addressable media differently to any other advertising strategy. Many people appreciate the fact that they can receive information from their favourite brands about sales and new products. Some feel companies overstep their boundaries and may be violating their privacy.
There are now applications available that allow advertisers to quickly launch targeted media campaigns. One example is shown in the video. The benefits of addressable media are:
Gaining unique insights about each customer. Just because two people like the same company doesn’t necessarily mean that they will want the exact same products. For example, two people may like Apple but they might prefer Windows computers to Macs. You can zoom in on specific preferences with addressable media campaigns. As you can see, there are two options: push more iPad ads to iPad lovers and less Mac ads. This will increase iPad sales.
It is important to understand how often users want ads. No one wants to be spammed by favorite brands. Advertisers can use addressable media to determine the best number and frequency of advertisements to send to customers.
An individual’s past purchases can provide clues. An example of when your iPad user changes model can help you decide the best time to place an ad (e.g., for a new one).
You can send him/her ads immediately if you are sure that the model will be available in your store. Don’t waste your time on people who won’t convert. Once you have identified potential customers, it is best to quit pestering them. They are unlikely to reconsider their mind. You can be sure that they will not respond to your advertisements.
You don’t have to spend time trying to persuade them that they are wrong. Instead, focus on the more interest parties most likely to purchase your products. You can use addressable media to narrow down the people with whom you would gain greater traction. A shift from Programmatic advertising to Addressable media. People believe that the traditional shotgun approach is no longer relevant.
Therefore, addressable media has been replaced by programmatic. The shotgun programmatic approach, where advertisers randomly segment their subscribers by age and gender to convince them to purchase a product–which is called programmatic media. It’s difficult to alter someone’s preference, but marketers have the ability to track them more precisely. Addressable media is a great tool.
Advertisers don’t have to spend money keeping costly ads on primetime. Instead, they can focus their attention on the people who are likely to convert by studying customer behavior and purchasing history.
Addressable media is, to borrow a gun analogy, like adding scope to your shotgun to help you aim higher. Addressable media is most beneficial to advertisers who do not want to spam consumers with irrelevant advertisements.