In Mass Marketing, no attempt is made to define what some people may want because everyone is a potential customer. The product is ubiquitous and making it relevant is a matter of playing to our humanity. Coke may be a good example. Coke = happiness. The average Coke drinker has 1 or 2 per year. But when you multiply that times the entire human race. .. you get the idea.
Target Marketing (not the silly OBA type), which is the result of strategy planning, considers the fact that aiming advertising at a target audience…what some might want to buy, is more sensible. It’s still Mass Marketing, but on a more measured scale, sending messages to a slightly culled down batch audience of like-minded individuals. The many millions of people that need tennis rackets or golf clubs for example. A homogeneous group, but nonetheless large and widely dispersed.
Addressable TV takes it one step further. If your market research tells you that you need to get a hold of the “Just Married” crowd, for example, or more simply to those who’ve expressed interest in going on a vacation soon, you can now hit ‘em up with Addressable TV ads. Think of Mass and Target Marketing as ways of kick starting the whole process and Addressable TV as the retargeted ads that stalk you online after a branding message drives you to Search, only in a much more favorable ad environment (The TV Frame).
But ad budgets are not infinite and so after the expensive act of generating Scale of Attention in the upper funnel, the ways of driving mid and lower funnel Consideration, Intent and Action are myriad and Advanced TV is but one option.
However, Advanced TV can also act as a path to TV advertising for smaller businesses who can’t otherwise afford Linear TV. Just note that all TV advertising is not created equal. TV on a Mass scale is Pixie Dust for Brands. It creates a Shared Reality, promotes Brand Fitness, and is capable of growing share of profit by gathering not only potential customers, but your competitors customers and maybe even those not even in your category.
Addressable TV is the New Tool in the Tool Box, but the Best Tool has already been invented.
