If you haven’t implemented addressable advertising into your advertising campaign, now is the time to do so. Addressable advertising has the potential to significantly improve or even transform your overarching advertising campaign.
The most effective advertising personalizes the message to a target audience or even a specific member of the audience. Use addressable advertising to deliver carefully curated information that inspires action and it won’t be long until you notice a sizable impact on the bottom line.
In this article
Personalize Your Ads With the Addressable Strategy
Addressable advertising targets specific viewers and quantifies the outcome. It is now possible to personalize ads to specific audiences, even tailoring the message to distinct demographics and interests. The word “addressable” in the context of an audience is a reference to those with specific demographic characteristics that make them the optimal targets for a business’s message.
The addressable approach provides content that communicates a meaningful message to viewers. In short, addressable advertising considers the nuanced preferences and characteristics of an audience, maximizing efficiency both in terms of viewership and spending. Businesses that present informative messages to target audiences with precision find the addressable approach boosts sales while fortifying customer bonds.
Is the Era of Broad and Generalized Advertising Ending?
The answer to the question posed above differs based on each individual respondent. However, the overarching trend is away from generalized, broad-based advertising that connects with the masses to more narrowly tailored advertising. The United States is rapidly transitioning from somewhat of a monoculture to a highly fragmented society characterized by multiculturalism and nuanced interests. As predicted by Walt Disney decades ago, entertainment tastes are atomizing as technology improves and the country becomes a true melting pot.
Businesses are taking note of the nation’s increasing demographic diversification, shifting toward personalized ads that target specific audience members. Advertisers willing to personalize the message with target audience members in mind ultimately emerge with that much more market share.
At a bare minimum, addressable advertising catalyzes online traffic and interest in the advertised product, service or other offering. This is a significant shift away from the advertising strategies of yesteryear in which many businesses rolled out generalized messages without regard for audience segmentation.
Advertising and Technology are Evolving in Unison
The personalization of today’s ads is only partially driven by social change in the form of immigration, feminism and the push for heightened tolerance. Technology has changed to the point that businesses can now strategically craft advertising content presented in the form of commercials, online ads, streaming services and more.
The rise of social media also presents an invaluable opportunity for businesses to tailor personalized messages based on user demographics. Factor in the personalization component of email marketing and you have a modern-day high-tech advertising gold rush.
What matters most is that businesses and advertisers take advantage of these opportunities, presenting information to target audiences in a personalized manner. Data pertaining to demographics and trends combined with rapid advances in technology facilitate highly effective targeted marketing.
Using Personally Identifiable Information for Advertising
The data detailing the demographics, behaviors and other characteristics of the members that make up your target audience is arguably more important than the merit of your value proposition. Directly target those who have expressed an interest in your product/service or those who fit the demographics as defined in buyer personas and it won’t take long to notice an uptick in interest.
The beauty of addressable advertising is that it zeroes in on individual customers as opposed to expansive groups or even digitized audiences such as pools created based on anonymous cookies from third parties. The better strategy is to direct marketing messages to specific audiences. Addressable advertising builds bridges through tailoring the delivery of information based on personally identifiable information as referenced above.
Examples of personally identifiable information include:
- First and last name
- USPS address
- Email address
- Additional contact information such as a phone number
Once personally identifiable information is collected, the challenge lies in executing the addressable advertising strategy, especially in the online realm where digression is the norm.
Take a moment to envision the average internet user. Most internet users surf the web without centering their focus on any single website and in some cases, any single purpose. However, when successfully executed, addressable advertising makes it easier for businesses to establish vitally important inroads with members of the online target audience, spurring a dialogue that leads to additional interest and eventual conversion.
Solidify Connections With Customers
The underlying purpose of addressable advertising is to strengthen relationships with the target audience. Make it crystal clear that your business identifies each customer as an idiosyncratic individual regardless of his or her demographics and they’ll reciprocate the favor in the form of patronage that has the potential to last years or even decades.
Addressable advertising is your golden opportunity to custom-tailor an advertising message to specific members of the audience. Use this advertising strategy wisely and you’ll develop a rapport that leads to an ever-expanding market share.
