When addressed with relevant TV advertising, respondents liked addressable ads four times more than non-addressable in a recent study – thanks to a combination of relevancy and big-screen quality.
Writing for WARC, Harry Harcus, UK managing director of Finecast, outlines recent research the addressable TV service undertook into UK consumer attitudes to TV and the effectiveness of addressable advertising.
Crucially, what people think of as TV is evolving: 60% of viewers in the study felt their perceptions of TV have evolved and they now consider it to be something different from what it was five years ago. Nearly three-quarters (74%) of 18–24-year-olds class BVOD as TV, and half include subscription video on demand, such as Netflix and other subscription streaming services, within their definitions.
Despite this, 85% believe they will always have a TV in the home, proving it is still a strong medium for reaching consumers with high quality ad content. However, that outreach needs to be done correctly, Harcus cautions.
He observes how one-to-one targeting in digital marketing has contributed to a trend where trust in different media has been worn away. The research found that, among those people who are open to advertising, only 6% trust online ads, and many view hyper-targeting as creepy and invasive.
“Conversely, TV advertising – and the big budget high-quality creative that many associate with it – is trusted by 59% of those polled, meaning the right approach is needed to successfully reach audiences through TV.”
And with one in three stating they would be more likely to view TV ads if they were more relevant to them, he sees a clear appetite and expectation amongst consumers for a combination of relevancy and quality ad content.
That’s backed up by a neuroscience study that formed part of Finecast’s research; this found that, when shown relevant TV ads, respondents liked addressable ones almost four times more than non-addressable.
They also had more accurate memories of them, with 74% remembering images from the addressable ads, vs 68% from non-addressable.
For more details, read the Harry Harcus’s article in full: Thinking inside the box: Examining the changing nature of TV and opportunities for addressable advertising
Sourced from WARC
