Now TV has announced the city's first addressable TV advertising service, applying the latest technology to enable more precise campaign targeting for businesses.
Addressable TV combines the persuasive power of television with digital-style targeting and accountability to deliver messages that are relevant to your target audience. Delivering targeted advertising messages directly to households. It also delivers your ad messages to the right audience, whenever they're watching, on any screen or device.
Leveraging the group's large customer base, Now TV can segment users based on first-hand data such as programming preferences, interests, habits, and other authentic information. As consumer habits become increasingly sophisticated, attracting and retaining audience attention can be a major challenge for advertisers. Now TV's addressable advertising combines TV's unparalleled scale of attention and emotional engagement with precise audience-focused targeting and advanced campaign measurement, delivering great results in a premium, brand-safe environment. Delivered to scale.
This will enable Now TV to offer a more personalized TV viewing experience for different user segments. A first in Hong Kong, this ad deployment technology seamlessly integrates personalized commercials across Now TV's 40+ linear channels spanning news, finance, sports, movies, drama and entertainment.
Advertisers have the flexibility to push different ads to specific customer segments based on ad campaign targeting, increasing customer engagement and attention.
This allows advertisers to easily reach 1.43 million households in Hong Kong across set-top boxes, mobile live streaming, and VOD with a single, measurable campaign, and connect groups of people watching the same programming. will now be able to watch targeted TV ads. Now TV's first TV advertising clients include international luxury and automotive brands, including Bvlgari.
HKT Consumer CEO Bruce Lam said: “We are excited to revolutionize Hong Kong's TV commercial landscape by introducing Hong Kong's first addressable TV advertising service. Technology allows us to leverage a wide range of information to accurately target campaigns for brand owners and agencies.” ”
Derek Choi, Managing Director, Consumer Marketing and Pay TV, Hong Kong Television said: Delivering relevant ads improves the consumer experience, increases customer engagement, increases conversion rates, and increases ROI for advertisers. ”
Cathy Chen, General Manager of Mindshare Hong Kong, said: “Addressable TV advertising is now redefining marketing and revolutionizing Hong Kong's commercial landscape by combining the persuasive power of TV with digital targeting.” We are honored to be the company's first advertising partner. This achievement supports our client's efforts to increase revenue and establishes a new standard for advertising effectiveness. ”
In fact, similar services have been launched in various regions around the world with remarkable success. According to a 2019 study by Sky Media, addressable TV ads could improve viewer attention by 35%, increase ad engagement by more than 20%, and reduce channel switching by nearly 50%. .
In another 2021 Forrester report, more than half of media buying organizations surveyed are increasing the effectiveness of targeting TV campaigns through addressable TV advertising in response to the ever-evolving media ecosystem and consumer behavior. It has become clear that the focus is on improving
This article was written in collaboration with HKT.
