In advertising, nothing gives you better bang for your buck than a really great creative message. But for marketers, one of the big challenges has always been using available data to get a relevant message in front of the consumers it’s intended for, especially for broadcast media formats such as TV’s broadly defined age and gender audiences.

TV has always been where the big advertising money is, and that is still a fact – it’s still the 800 pound gorilla of the communications industry.  With more consumers getting their TV content online and on mobile devices, however, the TV advertising market is taking a hit.  On the face of it, this is at best cause for concern and at worst a reason to panic and think we have to reinvent the whole marketing mix.   Ironically though, in real terms of actually living up the challenge of creating “work that works”, the way viewing habits are changing in accordance with available technology is a marketer’s gift.

 Big Data-driven TV ROI

The interaction of connected consumer electronics and digital media is creating vast and limitless amounts of user data, the commonly coined “big data” buzzword that is talked so much about.  Many new business models are forming on the back of the existence of this data, but at the root of it all, marketers and advertisers have always used data to drive what they do.

The way that people are now viewing TV – through connected devices, including Smart TVs – has the potential to give marketers what we’ve always worked so hard to deliver: proof of return.  We have been aware of this for some time, but we are – albeit slowly – catching up with the amazing pace that emerging technologies are progressing at.  At present, TV creative itself is developed by taking the demographic/psychographic of our target audience, tailoring the message, execution and call to action to them, and trusting to the reach and visual engagement of the TV medium to do its job.  Now, thanks to real-time, real-life data about our audience that we can now leverage, we have the opportunity to raise the game in terms of innovation of execution and drive real, evidenced revenue growth.

TV Audiences as they really are

Traditional targeting has long been audience-based using demographic, geographic and time-of-day based information.  However, user data originating from content consumed on an internet-enabled device, is much more granular in nature, giving information at a localised level – right down to individual postcodes.

So what potential benefits does this actually give us?

  • Expands our reach more accurately to our desired audience
  • Identifies audience distinctions across media channels to a very granular level
  • Quantifies audience behaviours at identifiable points along the customer journey
  • Increases evidenced return on advertising spend
  • Minimises ad waste

Working effectively with big data advantages

Connected devices give us the data that makes versioning and trafficking to more accurately segmented audiences incredibly easy, allowing us to create stories that are more relevant to consumer segments, and hence, more valuable for brands and consumer-facing businesses. To allow us to generate targeted communications, we must develop flexible creative formats to ensure we can provide relevant communications that deliver.

So as marketers, we have an increasing box of tools with which to kick-start a next generation economy for TV, but it is a case of risk and reward.  Moving forward, it is a question of defining what is the business model, what is the right data and what is the best way to use it most effectively to engage with consumers.

To find out how we deliver effective TV campaigns that deliver real returns, take a look at our work and talk to us today.

Caroline Finch-Denham