Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy.The future of traditional television is to adapt to the new times and to import more and more elements of digital advertising.
Televisions have started testing new formats and new tools that make their ads more like those offered by digital platforms. They seek to give advertisers what they value in these scenarios, such as greater segmentation or being able to create much more interactive content. In recent times, thus, there has been much more talk of programmatic advertising on television, shoppable TV or the so-called addressable TV, in which the ads are adjusted to the viewer who is watching them. Instead of serving all viewers of a show the same ads in an ad break, targeted ads are served to that particular consumer (as is done on the internet with personalized advertising). Addressable TV has become one of the elements that American television players outline as a tool to reach audiences, but it has also already reached Spain. From # 0 to all your channels Movistar +, Telefónica’s television division, had already tried personalized advertising in the past. Just a little over a year ago, he was testing it on his channel .
Ultra-segmented advertising would allow buying spaces by households and consumer profiles, something they had tested with a Hyundai campaign. An advertisement for the car brand had been served during the advertising break, but not all households saw the same advertisement and the same car. Three types of homes had been made and each of those niches had seen a specific advertisement. Some had been left with the most family-oriented car, others with the most ecological and others with the most technological. Now, the addressable TV format will be expanded to other of Movistar + ‘s own channels. The personalized ads will jump to #Vamos, its general sports channel at the end of the year, and from January 2021 they will do so to the other Movistar own channels. The ads will continue to appear in the ad blocks of linear television, as usual, but they will do so by adjusting the profile of the viewer who is watching that content.
In addition to Hyundai, the Carrefour advertising format, Movistar itself or True Instinct by Nature’s Variety have also already been tested at # 0. Instead of serving the same ad for those brands to all viewers who are currently facing the ad break, the service has used different ads for specific targets. For the consumer it is a normal advertisement Of course, for the viewer who is watching that commercial break there is nothing special about the experience. You do not know that your neighbor may be watching the same program live, and yet they are not receiving the same advertising message that the consumer is watching. At the end of the day, nothing is telling you that you are seeing ads adjusted to market targets, just as this does not happen on the internet. The segmentation and the decision of which ad to serve to whom is made, as it happens on the internet, using technology.
The company has made it clear that the entire process respects the privacy of consumers and that anonymized data sources are used to make this type of decision (that is, the television format is parallel to that of online advertising). Although this advertising format is more revolutionary, since it is integrated into linear television and since it changes how advertising is served in a traditional setting, Movistar already uses advertising in other spaces, also adjusted to the profile of different consumers. The users of your platform will find advertisements when they access content on demand or when they navigate through the different panels of your content menu.