With the multitude of signals and indicators unleashed by our search and browsing behavior, you would think we would be inundated with highly relevant ads across our media experiences – especially TV.
TV and triggers are the perfect marketing marriage. When a consumer shows an intent signal, that data cycles through a data provider to a media-buying mechanism.
TV is different now – it’s a cross-screen experience with loads of identifiers and automated systems powering buys. Marketers must consider which tactics they can use to activate intent signals quickly
While the „marriage“ of TV + digital is fascinating and bears tremendous opportunity, it is not in our interest as an industry (digital / media) to embrace the notion of „pushing products into windows of consumer buying-readiness“ too tightly – be it one hour or four weeks.
For brands to be taken into closer consideration, when a purchase decision is due, they need to have been established as desirable earlier on, with the right frequency in the right target group, i.e. through „classical“ branding – which can (I’d say: should) of course happen digitally / programmatically, and with video.
Only in combination of branding and performance, can those „triggers“ representing the right moment / context the „ready to buy“-consumer is in, unfold their true potential – certainly more and more in a digital world, that includes programmatic TV and other digital channels.