The Evolution of TV Advertising: Targeting the Right Audience
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Chapter 1 The Changing Landscape of TV Advertising
In the coming years, television advertising is set to undergo a significant transformation. Currently, many TV providers are not effectively reaching their audiences.
Many of us have experienced the frustration of watching ads that are completely irrelevant to us. For instance, if you're a man, an advertisement for women's hygiene products can be particularly jarring. Similarly, women may not find aftershave commercials appealing.
Section 1.1 The Shortcomings of Current Advertising Methods
Despite the rise of streaming services, they continue to rely on outdated advertising techniques that were more suited for traditional cable broadcasts. These platforms are still showcasing their promotions to broad, general audiences, leading to a lack of engagement and disregard from viewers.
Subsection 1.1.1 The Importance of Targeted Marketing
The most effective advertising strategies are those that are tailored to specific audiences. Major companies like Google and Facebook have mastered this approach, generating substantial revenue by presenting the right offers to the right people.
These platforms utilize data tracking to discern user behaviors and preferences, allowing them to serve tailored content that resonates with individual users. This targeted approach not only enhances user experience but also attracts more advertising revenue.
Section 1.2 Leveraging Technology for Future Advertising
Streaming services have the potential to adopt similar technologies used by social media and search engines, which could dramatically boost their advertising revenues. By leveraging data on demographics such as race, gender, sexual orientation, and location, they could create more relevant and engaging advertisements.
It’s surprising that more streaming services haven’t fully embraced targeted advertising; they seem to be overlooking a lucrative opportunity. As these platforms evolve, we may see them adopting more sophisticated marketing strategies akin to those seen in social media.
Chapter 2 The Future of Advertising in the Streaming Era
The first video, The Downfall of Streaming TV | The Bubble has Burst, discusses the challenges faced by streaming platforms in maintaining viewer engagement and revenue amidst a rapidly changing landscape.
The second video, The Future of Brands 2024 - Connected TV advertising: Where it all starts, explores the emerging trends and strategies in connected TV advertising, emphasizing the need for brands to adapt to the evolving market.
More about the author.
Chad Underwood writes a weekly newsletter called Technically Underwood, which focuses on community building. To learn more, visit chadunderwood.com.