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TV-Assisted Targeting Owns the Moment

In a multi-screen age, connecting with a captive audience gathered around the telly may feel like an impossible challenge. But what if you could harness both screens?

Numbers Tell the Story

Research has found that 87% of consumers said they used a second screen while watching TV, while around two-thirds of smartphone owners used their phones to research something they saw during a TV ad.

These numbers, combined with the increasing percentage of smart TVs in Australian homes, highlight the potential for marketers to connect what happens on the large screen to how people use their mobile devices.

Syncing with Smart TVs

Connected TVs can provide powerful data. Brands can identify watchers of a certain programs or TV ad at a specific moment. Individual IP addresses enable identification on a household-level. It can be done accurately and at scale.

This allows them to synchronise mobile advertising with what’s on TV. Thanks to the smart TV data, the mobile ads can be targeted on a household-level. Brands may use this to complement their own ads or as a counterpoint to their competitors.

Marketers can then tailor advertising to how consumers view content. Whether it’s scheduled free-to-air or cable TV programs to on-demand subscription services, like Stan or Netflix installed directly on the TV and or through consoles such as Apple TVs or Google Chromecast.

Target to ‘Own the Moment’

How can you do it? Companies like start-up TVadSync offer services that use real-time targeting to deliver your ads to smartphones, tables and laptops, based on what is happening on the TV.

TVadSync’s service also comes into effect the morning after a TV campaign, targeting viewer’s phones, offering digital coupons and location-based promotions. 

Learn with SMK through February 2023

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

Feb SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEDT

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: TikTok on Wednesdays from 1 pm – 2 pm AEDT

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Email Marketing Masterclass on Thursdays from 10 am – 12 pm AEDT

  • Module 1: Email marketing trends, innovations and email list building
  • Module 2: Email marketing design, engagement & creative best practices
  • Module 3: Email Deliverability, Email Customer Relationship Management (CRM), Automation and Privacy
  • Module 4: SMS, organic and paid messaging opportunities

Digital Copywriting Masterclass on Fridays from 11 am – 1 pm AEDT

  • Module 1: Digital copywriting trends, tools, challenges and opportunities
  • Module 2: Website, email and SMS copywriting
  • Module 3: Earned media: Social media best practices and more
  • Module 4: Paid media – Social, Search & Display ad copywriting

 

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