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Addressable TV cross-device targeting

Dr Oliver Vesper, Co-CEO and Managing Director, smartclip Europe
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Today’s viewers consume media across different screens. They switch between broadcast and digital content, between TV and mobile devices. For advertisers, that creates opportunities and pitfalls.

The growing variety of delivery methods and consumer behaviour has created more opportunities for video advertising but advertisers, agencies and marketers need to adapt their approaches to formats and venues while orchestrating contacts and storytelling without knowing if they reached viewers on other channels already. This is especially difficult between broadcast TV and digital advertising.

The concept of cross-device targeting in the classical sense can no longer keep up with this ongoing fragmentation, as it narrows the view to predefined data segments. The sharp division between online advertising and TV advertising creates silos both technologically and in agency personnel that hinders effective cross-device targeting. Data-driven TV advertising via the HbbTV standard – Addressable TV – provides the perfect bridge between both worlds. As laid out in our recent white paper on the state of Addressable TV in Europe, Addressable TV is the asset that can make the broadcasters’ unique TV viewing data accessible to the advertising market.


How to utilise the overlap of TV and digital ad campaigns to achieve the best of both worlds 

TV advertising remains the single most effective driver for brand building. The emotional power of a TV-spot is a significant amplifier of messages. At the same time a TV-ad is still reaching more people on average than any digital ad. The average number of impressions from a TV-campaign in the age group between 18 and 49 is nearly eight times greater than impressions from digital campaigns within the same age group, according to Nielsen.

When advertisers use both channels, the average increase of unique impressions that the digital campaign adds to the TV reach is 16%. A significant amount of viewers see both ads. Digital ad campaigns are much stronger drivers of engagement. This makes the overlap actually preferable if the ad formats complement each other. But to utilise the synergies of TV and digital advertising effectively, campaigns need to be concerted across platforms. The established silos prevent this.

Addressable TV cross-device targeting can break these silos down. Via the HbbTV standard, marketers such as smartclip are able to digitise broadcast TV advertising. Any smart TV connected to the Internet within Europe has the HbbTV standard built-in. Through HbbTV, broadcasters and marketers are able to track viewing data and deliver targeted ad formats as a digital overlay whilst the broadcast is running. Broadcasters can also track who has seen a specific traditional TV spot and who has not. Connected with online advertising, this can be taken a step further. smartclip’s cross-device targeting capabilities are a groundbreaking feature, as it enables advertisers to serve targeted ads to consumers across multiple devices within the same household based on TV viewing data — effectively merging the worlds of traditional TV with digital delivery and planning.


Connect devices within the same household to create one ad experience across channels 

Within the shared network of the targeted TV, a household device graph is created, which maps out individual devices that belong to a single home. This allows advertisers to tie individual attributes across devices to the household and opens up new opportunities to target, manage ad frequencies and tell stories across devices. Viewers who have seen a certain TV spot can be addressed again via digital devices. Users who have not seen the TV spot can be specifically addressed with a first contact via Addressable TV or online.

The possibilities exceed simple retargeting of users marked as a cross-device match. Instead Addressable TV enables a GDPR- and ePrivacy-compliant solution and an efficient contact class optimisation by household and at device level.

smartclip ATV targeting relies on anonymised TV viewing data, tracked via HbbTV technology, making it unique first-party data that only broadcasters can access. It also allows you to target retroactively, based on content and ads the user has seen weeks ago. While classic cross-device strategies always need to be planned ahead of time, these advances allow advertisers to react based on campaign performance.


Full control over device, booking and reporting

Within smartclip’s infrastructure, campaigns can be booked both programmatically and directly across broadcasting groups and devices.The full, dynamic integration of the smartclip technology into TV scheduling systems ensures that the additional Addressable TV ad formats are only delivered within defined time frames. Ad logistics, ad serving and decisioning, ad operations, and ad management for all environments – TV or digital – are tracked and carried out within the same ecosystem. This also includes measurement and reporting of reach and usage data in unique cross-device graphs, giving full overview and control over campaigns that run on more than one device and media type. The result is a completely new advertising workflow creating better overall targeting for agencies and advertisers, new revenue streams for broadcasters and a more coherent and individualised advertising experience for viewers.

Media consumption changes rapidly and marketers, advertisers and publishers need to stay nimble and adaptable. A true cross device solution, allowing targeted and orchestrated campaigns across TV and online media, can prove to be a major asset in the hands of advertisers. Now advertisers can plan and deliver campaigns that resonate with the reality of consumers. Build a brand and create emotional stories on TV and within long form online video content and activate the same users with corresponding banners and short form video ads in environments where users are more receptive for calls to action and faster to push the button.

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