TV audiences are divided into three equal groups based on their daily viewing time:
Newer generations are increasingly becoming casual TV users. A fundamental shift is happening, with audiences becoming more fragmented. This highlights the necessity of addressing casual TV users—who are increasingly volatile and consuming less live television.
With casual TV users spending less than 31 minutes per day in front of their TV, reaching them all with a traditional linear TV campaign is unlikely. Fortunately, TV has evolved to offer new solutions to advertisers and agencies—first with BVOD, and since 2020, with addressable TV.
In our previous article, we explored how CTV contributes to incremental reach when combined with a national TV campaign. This time, we’ll examine the impact of addressable TV, particularly for advertisers aiming to engage casual TV users.
"Addressable TV is a method that enables the delivery of different ads based on the audience segments present on a channel’s live broadcast at any given moment. This allows linear TV advertising to become fully digital, targeting specific, pre-defined segments of users."
— IAB France, SNPTV, AF2M
With addressable TV, advertisers can choose their audience based on various criteria, including TV consumption levels—light, medium, or heavy viewers. Moreover, addressable TV enables even more precise targeting by combining multiple criteria, such as:
To dive deeper into this topic, check out our Addressable TV white paper.
It’s intuitive that complementing a national linear TV campaign with an addressable TV campaign will increase incremental reach. But by how much?
This is where Bee, Realytics’ Total Video measurement solution (already awarded five times) comes in—a proven and trusted measurement tool. For example, a specialized retail brand added an addressable TV campaign to its national TV campaign, targeting casual TV users.
With the volume of impressions delivered and the controlled frequency capping, the campaign achieved a 3% net incremental reach among casual TV users, with a 10% duplication rate compared to the national linear campaign. A valuable optimization opportunity for advertisers looking to maximize their TV investments.
Beyond measuring exposure, Bee provides advertisers with predictive insights.
In the use case mentioned earlier, Bee helped answer an additional question: "What impression volume is needed to achieve a 5% incremental reach?"
And you—what question would you ask Bee?