DRTV has gone a long way since it began and it looks like the industry is undergoing a huge shift. Even though TV still remains as the most efficient medium for advertising, the way it is consumed is not the same as 20 years ago. Moreover, the digitalization of lifestyle of the consumers has been a trigger for the whole industry to evolve.
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1. Personalized approach to TV advertisements
More than half of the TV viewers use second screen while watching TV. To engage these
viewers, ads should be directed to them.
For instance, Google is working on a technology of personalized TV ads, so the ads are
aired according to the interests of a certain consumer, which is quite similar to digital
advertising.
There is a thin line between ads being too personalized and neutral. If the line is not
crossed, it will be a very efficient advertising tool in the future.
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2. AdWords and DRTV – an optimized connection
TV ads can drive 80% rise in a brand-related search (Efficient Frontier)
Most of the TV ads in the UK include a URL to a website.
eHealth.com boosted their search bids in Google Adwords few minutes after their
advertisements aired on TV to move online ads on top of the search engine.
Adwords can now be mapped to certain ads, so prospects can easily find the product
they are looking for.
Synchronizing online presence of websites and search engines with TV advertisement is
now possible and will probably be even more precise in the future.
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3. Mobile videos and DRTV – a possible marketing mix
A mobile video can be seen as a successful extension of a DRTV campaign, pushing conversion and
engaging the target audience who are watching less television.
Most of the consumers go online after seeing a TV advertisement to gain more information about
the product. Moreover, most of them use smartphones to do it.
Using a tandem of these two mediums will be one of the best choices to go with when creating a
marketing mix and in the future we will probably see more mobile videos and TV ads that are
connected to each other.
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4. DRTV advertising for Mobile apps
Advertisers are turning back to “old mediums” like TV in order to get a bigger grasp of their
target audience.
Advertising mobile apps on TV has proven to be very successful. A study conducted by Fetch has
revealed that app installs rose between 56-75% when TV ads aired.
There’s still a lot to do with measuring the ROI for TV Ads for apps and this is definitely
something to look forward to.
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5.DRTV ad attribution will be more accurate
Most up-to-date media plans are currently about 89% of a correct number of planned TV
advertisements, which means that 1 out of 10 airings is missed.
The widely-used Nielsen rating system struggles with cross-platform measuring, as there is no
overview of the digital consumption and the TV spots are basically bought randomly.
The most accurate of the methodologies of attribution is the algorithmic approach that
accommodates very granular data and understands TV ad’s impact on network, daypart and market
area.
For example, ResultsOnAir platform delivers granular data with customer lifetime value down to the
very second, which will help you to optimize your ads and get the best ROI.
