Segmented TV or addressable TV enables advertisers to deliver ads targeted to specific viewer segments based on demographics, interests, geographic location or other segmentation criteria.
What are the advantages of segmented TV?
Segmented TV combines the best of TV reach with the targeting performance of digital. It's an opportunity for both traditional advertisers and new entrants to the highly sought-after circle of TV advertisers.
Unlike traditional TV advertising (linear TV), which is broadcast to all viewers watching a specific program, segmented TV allows advertisers to target ads based on data specific to each viewer household. For example, an advertiser can use Segmented TV to show an advert for a specific skincare product only to women aged 25-35 who have watched a beauty program.
Segmented TV or addressable TV is made possible by advanced tracking and data collection technologies from Internet Service Providers (ISPs), enabling advertisers to better understand viewer behavior and target their ads accordingly. This technology offers advertisers greater precision and efficiency in their advertising campaigns, while providing a better advertising experience for viewers. Segmented TV is said to reduce zapping rates by 33% compared to traditional linear advertising.
The Ramp is the #1 solution for managing local digital advertising for network retailers and FMCG brands.
By simplifying access to all digital inventory, The Ramp enables the network headquarter, or each individual outlet, to launch local campaigns in line with the brand's catchment areas, creative assets and audiences.