当大多数消费者回忆起他们的媒体消费时，他们会很快想起他们最喜欢的电视节目、他们喜欢的新电子游戏或他们最后一次观看的 Netflix 原创节目。广告却很少进入他们的话题。这并不令人惊讶，但却凸显了广告在消费者生活中的重要性。
事实上，电视广告对消费者的影响一直很大。电视广告是值得信赖、行之有效的受众媒体，也是推动消费者消费信心的引擎。如今，电视广告甚至成为推动观看优质内容的主要动力，因为电视广告具有教育性、信息性、吸引力、参与性和可信度。这一点不会改变，即使其他许多方面都在发生变化。
今年春季，新型冠状病毒（COVID-19）给企业、机构和组织带来了前所未有的变化，现在，它们正在恢复运营。广告可以帮助他们重回正轨，但广告信息必须准确、贴切，并能反映出我们今年经历的变化以及可能即将发生的变化。
消费者的变化推动了对广告可寻址性的需求
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.
在 6 月 1 日的一周内，消费者花费了 1261 亿分钟观看流媒体视频：比去年同期增长了 49%。
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.
推动个性化品牌与人的联系
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.
最重要的是，可寻址性提供了一定程度的灵活性，这是当今品牌和营销人员的首要需求。虽然自去年年底以来，新型冠状病毒大流行已使世界陷入困境，但这并不是世界面临的唯一挑战。世界所面临的一系列变化大大增加了营销人员的风险，但至少有了可寻址技术，他们就有能力开发和传递对他们想要发送的受众直接有意义的信息。
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.
