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The Future of TV Advertising in the Digital World

By CIOReview | Monday, July 1, 2019

The new buyers' trend describes the importance of advertisements with that of shopping, both of which have become integrals of our everyday lives, helping us gain insights into all the new products stepping into the market.

FREMONT, CA: Consumers find that TV ads are still more relevant to them, despite the effort that marketers put in with advanced programmatic and data targeting for video ads. In a survey, 49 percent of internet users said that TV was the most preferred medium where they see a relevant advertisement, and only 12 percent said the same about in-stream videos. Valuable ad placements and the talent to reach a mass audience have kept TV ads most relevant in the digital age. Digital video attracts marketers with advanced targeting as programmatic advertising uses audience data that TV doesn't have.

Advantages of programmatic advertising are many, most of which revolve around lower costs and the ability to harness data. Increase in optimization and targeting is the most significant advantage of programmatic advertising. Viewers, even after all this, find TV ads to be more relevant. Customer sentiment indicates that ads are becoming much more relevant these days. Since in-stream video ads are tied to publisher content, it provides an opportunity for advertisers to create complementary campaigns, boosting user engagement.

Another study has shown that 46 percent of consumers felt that the ads they saw were most relevant currently than those they were served previously. It's still a long road for personalization to be perfected. A lesser percentage of marketers believes that their industry is delivering personalization effectively. The level does not convince maximum marketers of personalization in their marketing efforts, and some were slightly satisfied. While marketers may have faith in programmatic's potential to target the ultra-specific, it is possible that the accuracy of the data 'isn't sufficient. This is the reason why these ads are not resonating with viewers.

Video ads, whether out-stream or in-stream are making a big push to capture (and keep) user attention. Users do not instigate video content to see an advertisement; pre-roll ads have become a popular and accepted fixture of video content in the digital display landscape. Audience-based buying and targeting tools make it simple to deliver relevant, user-initiated ads to the correct audience. This makes in-stream video advertisements great for boosting brand recognition.