TV has a proven track record of increasing brand recognition and revenue, but brands still face a very real issue in finding their audience in this fragmented market.
Short-term performance indicators are also becoming more crucial as 2023 ushers in more economic unpredictability and a continuance of the cost-of-living issue.
To make the most of their marketing budgets, firms should be aware of the following top TV advertising trends for 2023:
Brands must move with audiences as viewing continues to be fragmented. With the fragmentation of the TV audience over time and the proliferation of platforms and gadgets in the typical household, things have gotten more challenging for businesses. As more ad-supported streaming services hit the market in 2023, advertisers will need to continue to react to the fragmentation dilemma.
Through a single access point for campaign planning, buying, and reporting, addressable TV allows companies to reach viewers wherever they are and target them more precisely. Being able to see a campaign from above is also essential for maximizing reach throughout the supply mix and assessing overall effectiveness.
The content will change, but the entertainment behemoths will keep growing. The global domination of companies like Amazon, Netflix, Disney, and Apple in the TV, movie, and video game industries will only increase.
Netflix, for instance, is beginning to enter the gaming market in addition to launching its new ad-funded subscription tier. The popularity of TV shows based on video games, such as The Witcher and Arcane, which was inspired by League of Legends, illustrates that these cross-entertainment forms are a rich source of devoted viewers.
Consumers are defining television more broadly to encompass new platforms and formats. To ensure their relevance and engagement in these new spaces, advertisers must react to this by making investments in various types of premium video content advertising.
Breaking down media silos to concentrate on omnichannel performance TV continues to be the most dependable medium and has shown to be effective at sifting through digital noise. Despite historically being treated a little bit differently, addressable TV will start to integrate into and play a significant role in cross-channel programmatic solutions.
Omnichannel marketing tactics will become more significant in 2023, as we’ll see. To improve campaign performance and provide consistent, impactful brand experiences, advertisers will increasingly want to integrate all addressable media. The way all brands approach and plan campaigns will likewise be profoundly and permanently altered by an addressable-first mentality.
Get ready for new audience targeting procedures. In 2023, new targeting methods will continue to replace cookies, device IDs, and IP addresses as a result of tougher privacy regulations and limitations. There will be an increase in the use of commerce data for marketing intelligence, campaign targeting, and closed-loop TV measurement, leading to the emergence of new targeting techniques.
Addressable TV has the chance to directly compare its performance impact to that of other digital media channels by using lifestyle, transactional, and geolocation-based data that can assist advertisers in striking the right balance between scale and granularity. These data sources can be consistently activated within omnichannel solutions.
Conclusion
2023 will undoubtedly be difficult because of the increased attention being paid to the returns firms get on their advertising investments. To stay as connected to their customers as possible, marketers must make sure that fresh creative options and sophisticated audience targeting skills coexist together when designing and implementing their TV campaigns in the upcoming year.
Read Also: 2023’s Top New Technology Trends
Source: The Guidance
