Ketika sebagian besar konsumen berpikir tentang konsumsi media mereka, mereka dengan cepat mengingat program TV favorit mereka, video game baru yang mereka sukai, atau film orisinal Netflix terakhir yang mereka tonton. Jarang-jika tidak pernah-iklan masuk ke dalam percakapan. Hal ini tidak mengherankan, namun hal ini menunjukkan betapa pentingnya peran iklan dalam kehidupan konsumen.
Faktanya, iklan TV selalu memiliki pengaruh yang signifikan terhadap konsumen. Iklan TV adalah media tepercaya dan terbukti untuk menjangkau pemirsa, dan merupakan mesin untuk mendorong kepercayaan konsumen dalam berbelanja. Saat ini, iklan TV bahkan menjadi motivator utama untuk mendorong penayangan konten premium, karena iklan TV mengedukasi, menginformasikan, memikat, melibatkan, dan dipercaya. Dan hal itu tidak akan berubah, bahkan ketika banyak hal lain berubah.
Kini, di tengah perubahan yang lebih besar dari yang pernah kita alami, bisnis, institusi, dan organisasi kembali beroperasi setelah sempat terhenti akibat virus corona (COVID-19) sepanjang musim semi. Iklan dapat membantu mereka kembali ke jalur yang benar, tetapi pesan yang disampaikan harus tepat, relevan, dan mencerminkan perubahan yang telah kita alami tahun ini, serta perubahan yang mungkin akan terjadi.
Perubahan Konsumen Mendorong Kebutuhan akan Alamat Iklan
Prior to COVID-19, the TV industry was grappling with the shifting ways in which consumers watch video, with people in homes with OTT devices spending nearly 20% of their TV time streaming content. When COVID-19 hit the U.S. in March, it served as an accelerant to this behavior change.
Selama minggu pertama bulan Juni, konsumen menghabiskan 126,1 miliar menit untuk streaming video: angka ini naik 49% dari tahun sebelumnya.
As consumers stick to their changed behaviors, we need to accelerate our transition toward addressability within the linear TV space.
Addressability is already helping brands effectively engage with the right consumers across digital, local cable and connected TVs. However, live national broadcast and cable television remains the dominant video medium, reaching 80% of TV-watching adults. When it comes to daily tune-in, U.S. adults watch nearly four hours of live and time-shifted TV. Looking at the total opportunity that it represents, there is a potential of 56 minutes of addressable ads per day. One way to scale addressable TV is through smart TVs which represent 53% of U.S. TV households, thus opening the door for faster scale of addressable TV.
As marketers and publishers start to think about their advertising plans for the remainder of the year and 2021, they have the opportunity to be far more precise, accountable and meaningful than they ever have before. The precision of addressable TV will allow them to be smarter with their messages, ensuring that they connect with their consumers in new ways and help reignite the economy post COVID-19.
Mendorong Merek yang Dipersonalisasi dan Hubungan Antar Manusia
The word authenticity gets used quite a bit in marketing today, but it’s tough to make a national campaign feel authentic to a specific consumer group. We also know that brand loyalty is fleeting, with only 8% of global consumers saying they’re committed to the brands they buy. If consumers don’t feel connected to the brands they buy, that stat will certainly continue trending downward. Addressable TV ads allow marketers and programmers to deliver an array of different messages to different viewers to help build those connections—connections that resonate with specific people who have specific needs and goals. Addressability also means there is a potential for less waste. By engaging specific audiences effectively, you can run fewer ads, thereby improving the viewer experience. It also holds the promise to reduce the risk of viewer fatigue that happens when audiences burn out from seeing the same ad, topic or cause too frequently.
Yang paling penting, kemampuan pengalamatan memberikan tingkat fleksibilitas yang merupakan kebutuhan utama bagi merek dan pemasar saat ini. Meskipun pandemi virus corona baru telah mencengkeram dunia sejak akhir tahun lalu, ini bukan satu-satunya tantangan yang dihadapi dunia. Berbagai perubahan yang dihadapi dunia secara signifikan meningkatkan taruhan bagi para pemasar, tetapi setidaknya dengan teknologi yang dapat dialamatkan, mereka memiliki kemampuan untuk mengembangkan dan menyampaikan pesan yang secara langsung bermakna bagi audiens yang mereka tuju.
If history has taught us anything, it’s that we are inspired to do our best when hard times roll in. Innovation is hard. It’s even harder amid a global pandemic, rising unemployment and widespread social unrest. But these factors speak volumes about why we should evolve the way advertising is delivered—collectively, as an industry. Ultimately, addressable linear advertising will deliver the flexibility, value and consumer connection that advertisers have long desired.
This article was originally published in Advertising Week 360.
