Some say that television advertising is on the way out. They believe that businesses need to look for something different because modern television advertising costs too much, doesn’t reach the right customers and presents too much of a risk to typical companies. While these critiques may be correct in a way, there are new ad companies helping businesses make better use of their ad dollars. Analytics has taken over all parts of business. It has certainly taken over the ad world. Programmatic ad buying is the way of the future, offering companies the chance to target their messages toward a specific part of the consumer population.
Programmatic advertising has become more popular for many reasons. For one, it allows businesses to purchase ads that speak to specific consumers. In the past, people would plop down and watch hours of television. People would watch all kinds of different shows, moving from reality television to crime dramas and sports all in one night. This has changed, especially as people have more entertainment choices overall. Today, people are able to select the individual shows they want to watch. Ads have to be geared more to the individual program rather than to a specific channel.
The goal of every advertiser is to make sure the message gets out in a way that’s most efficient. Wasting money on ads that don’t reach the target consumer population is just taking money off the bottom line and out of the pockets of consumers. For this reason, more targeted ad strategies are becoming popular with more than just ad execs. Shareholders are asking for more efficiency and accountability, as well. They want to know that their dollars are being spent in a way that reflects the realities of the new digital world.
At the end of the day, ad buying has largely shifted. Companies are still pouring money into television ads in hopes of reaching new consumers, but they’re getting smarter about the types of ads they use and the placement of those ads. This is one of the many ways good companies set themselves apart in comparison to other companies in the marketplace. Rather than struggling to reach the target consumer base, today’s companies are getting their unique message right in front of the very people who may eventually choose to shop with them.