Addressable advertising refers to a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. It involves serving ads directly based on demographic, psychographic, or behavioral attributes associated with the consumer(s) exposed to the ad. Here are some key points about addressable advertising:
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Personalization: Addressable advertising enables advertisers to deliver relevant messages to desired audiences based on available signals, regardless of the presence of ad identifiers like third-party cookies.
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Targeting Specific Individuals: Addressable marketing helps marketers target specific individuals, rather than large groups of anonymous third-party cookie pools, similar to direct mail, in that each individual is targeted.
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Benefits: Addressable advertising offers several benefits, including saving money by delivering ads only to audiences of the most likely customers, personalizing ads for specific audiences, and reaching potential customers at every stage of the buyer journey.
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Mediums: Addressable media refers to advertising that connects brands with individual consumers across multiple online advertising platforms, social media, OTT (Over the Top) content providers, and smart TV platforms.
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Addressable TV Advertising: Addressable TV advertising technologies enable advertisers to selectively segment TV audiences and serve different ads or ad pods within a common program or navigation screen.
Addressable advertising is important because it delivers content that resonates with consumers’ interests and behaviors, ensuring that marketing efforts are not wasted on irrelevant audiences, and ultimately cultivating stronger connections between brands and consumers, driving better results and ROI.
