Advertisement revenue has long been the life blood of independent broadcasting companies. However, advances in television technology, most specifically the arrival of interactive television, has meant the number of ways in which broadcasters can generate advertising revenue has increased, giving birth to advanced advertising methods. It has also meant that television, as a mode of advertisement, has been rejuvenated.
Interactive television has been the most important development in broadcasting, but it has meant a greater range of advertising methods. Advertising has evolved thanks to the evolution of technology, with content targeted advertising, for example, now allowing advertisers to reach only those who are truly in the market.
And, while ad insertion techniques allowed mass advertising to relevant audiences, such as products to local markets rather than a national spread, the development of dynamic ad insertion has brought further possibility through flexibility in advertisement broadcasting.
Advanced technology has meant that advertising has become advanced also, with interactive capabilities on digital transmissions allowing viewers to choose, not only the programmes they want to watch, but also the advertisements to view. This freedom of choice arrived initially when the ability to skip advertisements was introduced, a feature that effectively replaced the desire to leave the room during ad breaks. This lack of love for the television advert has long been known by the industry, as has the knowledge that the effectiveness of a television ad was low.
Returns on an investment in a traditional television advertisement campaign are low because the message is sent to everyone watching, a large proportion of which are simply not in the market. For example, if 2 million people are watching the Monday night film, only a tiny percentage of those are likely to be thinking about buying a new car. And, of that number, only a small percentage would be in the market to by a Lexus car. Therefore, Lexus can expect a low return on their television ad.
However, thanks to targeted advertising on digital television services it is now possible for only those interested in a Lexus to choose to view the advertisement. Of course, the advertisement itself must still be created for a considerable cost, but the chances of a better return are significantly increased. This is because the ad is targeted at specific viewers, with viewers of a programme on the history of the motor car likely to be watched by people who have an interest in motor cars.
By targeting this programme, there is a greater likelihood that viewers will be interested in buying a new car with advanced features, perhaps even a Lexus. Now, instead of a tiny percentage of 2 million viewers, a significant percentage of 2,000 viewers who have chosen to look at the advertisement will actually purchase or, at least, consider and enquire about purchasing the car.
Ad insertion brings the advantage a step further, with viewers able to delve into further information through the digital capabilities of the set top box. Windows of information can be brought up, providing details on sales promotions in certain areas or regions, specifics of the particular Lexus shown in the advertisement, or even the full range of Lexus cars and their prices.
In essence, the viewer can access a complete brochure through the digital platform. It is also possible for viewers to look at what other car manufacturers have to offer, with advertisements associated with the core topic the priority.
Of course, the dynamic element of this advertising method means that there is an near endless list of advertisers for broadcasters to sell ad space to. The sense of ad space has changed from time to server presence, so instead of three car ads using up 90 seconds of broadcast time, seven times as many can be available to access at any time by viewers.
With the benefits of advanced advertising clear to see, advertisers are quick to turn to the capabilities that interactive television is providing. But the advances in digital interactive television have created even more advertising opportunity.
Not only has content targeted advertising meant that the rate of return on advertisements has been greatly improved, but the arrival of dynamic ad insertion now means that more companies can take advantage of programming relating to their own products. This, in turn, means the potential for an increase in advertisement revenue for broadcasters is there.
Kathryn Dawson writes articles for Softel, a leading supplier of innovative TV graphics, interactive TV, and teletext and subtitling technology. Softel’s advanced advertising or content targeted advertising offers a way for advertisers to better interact with viewers, delivering greater value through tightly defined targeting of their potential customer base, as well as more accurate measurement of results. Find out about dynamic ad insertion today.
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