Insights Strategy Advanced TV

3 Best Practices for Planning a Data-Driven TV Ad Campaign

By Brett Sanderson on March 14, 2022

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Brett Sanderson

Sr. Director, Product Marketing at Cadent

Guest Author: Brett Sanderson, Sr. Director, Product Marketing, Cadent

Over the past few years, the TV ecosystem has evolved significantly. From the rapid growth of streaming to massive fragmentation of publishers, to technological transformation in both targeting and attribution, it’s no wonder that advertisers are wrestling with uncertainty when it comes to building new strategies for their TV advertising campaigns.


Yet despite the industry-wide change, a major challenge facing TV advertisers stems from confusion around terminology. For instance, what do we mean when we say OTT (over the top) or CTV (connected TV)? While these words are often used interchangeably, they have unique definitions. OTT includes any type of long-form video programming, regardless of what device it is being watched on. CTV is a subset of OTT that is watched on a TV set, either through a smart TV or a streaming device, as opposed to a laptop, mobile phone, or tablet. To complicate matters further, Addressable TV isn’t a “type” of TV at all and instead refers to the method by which you can target specific audiences and measure campaign impact in terms of business outcomes.


Now that you have a better understanding of the advanced TV landscape, it’s time to build your media plan. To help you kick off your next campaign, we are sharing three best practices for leveraging data-driven TV advertising.


Activate Third-Party Audience Segments to Reach Audiences at the Household-Level

Today’s TV advertisers are faced with several challenges as a result of increased fragmentation. Consumers are spending more time watching OTT/CTV, with some choosing to “cut the cord” on linear TV. As viewership trends change, marketers need to change their approach to TV advertising. One way to reach your target audience is to use third-party data from premium partners like Alliant. By expanding targeting beyond traditional demographics, advertisers can capture the attention of in-market viewers, reaching the right audience with their cross-screen TV media plans. Cadent Aperture platform enables advertisers to build audience segments using first- and third-party data and activate across all TV screens.


Use Addressable TV to Amplify Your Message

Brands that invest a significant portion of their advertising budget in digital media should also explore the possibilities offered by advanced TV. The advanced TV footprint continues to grow, pushing advertisers to find new and innovative ways to engage consumers. So, while digital advertising enables a direct response, like visiting a website or making a purchase, Addressable TV empowers advertisers to boost reach and drive brand awareness, while simultaneously targeting high-value audiences at the household level to influence decision making. By using Addressable TV to amplify their message, advertisers can receive digital-style reporting and attribution that gives insight into both upper-funnel and lower-funnel KPIs.


Implement a Full-Funnel Approach with Cross-Screen TV Advertising

Now, this may come as a surprise, but most TV viewing still takes place on linear TV. According to Nielsen, at least 63% of the Total Usage of Television remains with cable and broadcast – 40% and 23% respectively, as of June 2021. Changes in consumer viewing habits show that the needle is moving toward CTV, but many consumers are not yet ready to give up linear altogether. So, while CTV may be the most buzzworthy, it isn’t necessarily the best way to reach your target audience. By activating their message across all TV media – cable TV, broadcast TV, indexed TV, Addressable TV, and OTT/CTV – advertisers can better engage their target audience at key moments throughout the shopper journey, driving greater return on ad spend and other KPIs.


The expanding media landscape shows no signs of slowing down. Advertisers need to evolve their TV advertising strategies now, as consumer viewing habits continue to shift and the death of the cookie looms. With trusted third-party audience segments, access to Addressable TV inventory, and partners to support activation across screens, advertisers can prepare for the future while driving today’s business outcomes.


Want to learn more about Addressable TV? Download our new guide, Making Addressable TV Deliver for You.

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