Television's Place in the Purchase Stage of the Customer Journey

Imagine for instance that you39re fed up with your telecom service and you39ve decided to switchamp160 Ideally during this timeamp160a telecom would run an ad during your favorite programamp160 To entice you the service might mention that anyone who comes to a store in the next three days will get a special dealUntil recently targeting to that one individual user wasn39t an optionamp160 Instead a marketer would have to run local ads of a suitable demographic such as people between the ages of 1849amp160 For 99 or so of viewers that ad might not communicate a relevant messageamp160 Thanks to addressable ads that dynamic has changedamp160 Marketers can use data to target people relevant to their product or service at the household levelBehavioral data makes addressable advertising a great fit for nudging consumers who are in the purchase stageamp160 For instance it39s possible to isolate people who based on their web searches are in the later stages of buying a caramp160 This allows marketers to have conversations with consumers who are one step away from purchasingamp160 In a recent reallife example a compact SUV maker targeted inmarket auto intenders households likely to buy or lease a compact SUV in the next six months with an addressable ad campaignamp160 The brand enjoyed a 51 ROAS Return on Ad Spend and a 12 lift in buy rate compared to the controlThe one caveat about addressable is that the math has to make sense CPMs are higher when targeting in a more granular fashionamp160 A higher CPM may not make sense if you39re selling fast foodamp160 If that39s the case a continuum or blend of media will bring down CPMsamp160 Marketers should work out the math to understand the cost per acquisition against media spendTelevision indexing also makes sense in the buy stage data science can help advertisers find correlations in content and consumer interests so that marketers can deliver specific messages to segments most likely to buyamp160 If a telecom has a few service options for instance it could place a buy for people in the 1849 demo for shows that tend to attract people who use a lot of cell phone dataamp160 If the data indicates that aamp160particular TV show draws more viewers fitting that description then the telecom might want to spend a bit more to advertise on that programamp160 The advertiser can go beyond standard demobased buying by layering data and reach customers relevant to its brandThe purchase stage isn39t as linear as it once wasamp160 Some customer journeys take a minute or two amp160an ad for pizza at 5 pm on a weeknight might prompt a call for pizza delivery while something like priming a cell phone service buyer could take yearsWhile addressable TV advertising gives marketers a new tool in their arsenal for mostamp160it39s the mix of broadcast local and content indexing which they can constantly refresh with addressable thatamp160works best for themamp160 Determining the exact mix of course will vary tremendously but a close look at the data should lead marketers to a strategy that maximizes purchases boosts return on ad spend and gets ads in front of the right consumers at the right timeClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Television's Place in the Purchase Stage of the Customer Journey

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Television's Place in the Purchase Stage of the Customer Journey

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"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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