Addressable + Data Optimized Linear - Two Advanced TV Solutions That Are Better Together

Matt Collins

SVP, Marketing

There’s more than one way to do advanced TV advertising. The good news is that you don’t need to pick just one. In fact, they can be made even better when used together.

If you’re running addressable TV advertising, kudos to you. It’s a significant improvement over traditional approaches because it leverages more granular audience data for targeting and campaign measurement, not unlike what digital marketers do all the time.

Not unlike other nascent marketing channels, addressable TV is growing fast. That growth means that the channel is still maturing. For example, addressable TV is available in only about 64 million homes in the U.S., and addressable ad time typically is limited to just two minutes per hour. This compares to nearly 120 million total TV households and about 16 minutes of ad time per hour on live, ad-supported TV.

If you’re doing addressable TV and want to reach more customers, check out data-optimized TV. It applies the same principles of granular audience targeting and campaign measurement associated with addressable, but to the entire TV viewing universe. Plus, you can repurpose much of the work you’ve already done on your addressable campaigns, so it’s much easier to go from addressable to data-optimized than it is to go from traditional TV to addressable.

Table comparing addressable TV advertising and data-optimized linear TV advertising.

For example, you may have executed a first party data match to build a custom audience to target in addressable. Simulmedia’s VAMOS® platform runs on the strength of over 13 million viewers in a single-source panel that’s balanced to the U.S. Census, and we regularly help advertisers build custom audiences based on their first party data to target across all of live TV.

Similarly, addressable TV often relies on third party measurement partners to assess performance. So, too, does VAMOS, with a partnership with Neustar Marketshare Partners.

VAMOS focuses on maximizing audience reach while minimizing wasted frequency, which also is a capability of addressable. Just as addressable supports ad testing, VAMOS can show advertisers which creative, program, daypart and network drove the best results.

If you’re running addressable and want to reach more of your customers, data-optimized linear TV could be the answer. Get in touch with us to learn more.

P.S. Want to know the top questions you should ask your advanced TV provider? Check out this post.

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