skip to main content

Is data the key to the new era of digital TV advertising?

Clare Woodvine
UK Data Product Lead

Is data the key to the new era of digital TV advertising?

TV advertising, the once dominant force that sustained networks and defined cultural moments in the 20th century, has been shaken by the rise of digital media over the past two decades, fragmenting channels and audiences. TV however remains crucial, offering advertisers the ability to reach highly engaged audiences with multi-sensory content and impactful storytelling. Still, the growth of online platforms has shifted consumers attention, dividing ad budgets among social media, search, video streaming, and display ads.

So, as the media landscape continues to evolve, how can TV broadcasters stay ahead, and is data the key?

Let’s look at how the TV advertising landscape has evolved in the last decade:

1. The rise of streaming and Connected TV

The shift from linear and traditional TV to digital and streaming opens up new possibilities for addressable ads, far beyond traditional contextual buys. Streaming viewers are often registered, providing platforms with rich first-party data, enabling precise reach based on their viewing habits and preferences. As streaming reaches mass-market audiences, it combines precision with the scale advertisers seek.

Connected TV also allows for cross-platform digital and TV campaigns. Omnichannel strategies deliver consistent messaging across TV, digital, mobile, and social platforms, capturing the attention of audiences wherever they are.

Channel 4 announced a bold plan to accelerate its transformation into an agile, digital-first streaming service, embracing the generational shift in TV viewing and standing out in a world of global entertainment conglomerates and social media giants. Fundamental to this strategy is leveraging the value of registered subscribers. By connecting with relevant audience segments on their platform, they can offer advertisers highly targeted access that competes with other digital channels.

2. The role of Addressable TV technology

Advanced technology platforms enable streaming channels to seamlessly integrate and utilise data to power and measure advertising. Real-time data analytics, predictive modelling, and programmatic ad delivery help digital platforms tailor ad experiences dynamically based on viewer behaviour and insights. This shift towards performance metrics ensures that streaming services can offer cutting-edge digital advertising solutions.

For example, if a brand running a campaign for a new fitness product identifies a surge in interest among younger audiences during a sports program, streaming platforms can prioritise and rotate relevant fitness ads during that content, refining placements based on live feedback and audience interaction.

This provides brands with the flexibility to adjust campaigns instantly and build deeper connections with engaged audiences.

Addressable TV technology has revolutionised TV advertising, allowing for shorter and non-traditional ad formats to keep viewers engaged. Platforms like YouTube and TikTok have popularised shorter, more dynamic ads. Interactive and shoppable ads enable viewers to engage with content directly, such as clicking to learn more, scanning QR codes, and ultimately making purchases.

3. Enhanced data solutions that elevate audience strategies

Registered viewers are also ‘recognisable,’ meaning platforms can further enrich their subscriber data with a high degree of accuracy with the latest third-party consumer intelligence, allowing them to offer the same wide range of highly targeted audience segments as other digital channels.

At Acxiom®, our insight solutions are evolving beyond the traditional lifestyle, demographic and behavioural segments long used by brands to define audience segments. We’re creating even more meaningful audiences underpinned by large volumes of real consumer purchase data, thanks to our partnership with Affinity Solutions. Privacy enhanced methodologies enable us to integrate transactional card spend with our existing InfoBase® audience solutions to create full coverage, robust segments that are market specific and tailored to brands specific needs. Purchase Transaction segments differentiate consumers based on brand level spend across categories such as travel, retail and delivery services. These are particularly valuable to publishers such as Channel 4 because they can connect brands to their own and competitor customers without the need for first-party data.

Similarly, brand spend based insights from loyalty data are being used to power audiences by the likes of Nectar, Tesco Clubcard and Amazon as we see Retail Media Networks rise.

So, is data the future of personalised TV Advertising?

Digital TV has surpassed linear viewing and therefore more economically viable for even traditional linear channels to be digitally lead in both their content and advertising strategies.

Streaming’s one to one relationship with viewers places digital TV on par with social and retail media when it comes to connecting directly with consumers, but has the advantage that viewers tend to be more engaged when watching TV, making them more receptive to advertising than they might be on other platforms.

At Acxiom, we’ve seen a significant rise in the use of data to shape TV audiences. This powerful mix of audience engagement and granular reach positions streaming TV as a leading channel for brands looking to optimise ad spend and connect meaningfully with audiences, making this sector an important part of our audience solutions strategy.

Platforms with predictive data insight and technology central to their TV advertising solutions are well placed to advance in the sophistication of ad targeting and personalisation as AI takes hold, which will enable them to keep up with other channels in the future.

Zac Bray

Sales Development Representative

Connect with Our Experts

Contact Zac today if you would like Acxiom’s perspectives on how InfoBase® Purchase Transactions can drive the future success of your business.

These resources are for corporate entities only and Acxiom may contact you regarding your interest. We will use your personal data for marketing purposes. For our privacy policy and options to opt out, click here. For our Email Preference Centre click here. If you are a partnership or sole trader, please contact [email protected].

Clare Woodvine

UK Data Product Lead

Acxiom