There was a time when law firms had one choice for television advertising — linear television. Now, audiences have many more choices for television viewing. That means good news for law firms considering adding television advertising or increasing their budgets for television advertising. With the addition of more television viewing options, the data collected from audiences also increases. More data means better targeting.
Making Sense of Television Advertising Choices
The first step in understanding television advertising is to understand the various ways people watch television programs.
- Linear Television — Watching a TV program at its regularly scheduled time on the original broadcast network.
- TV On-Demand — TV on-demand refers to watching a TV show on your schedule. Examples of on-demand TV include DVRs, VOD (video on demand) by cable providers, Hulu, and Netflix.
- Connected TV — Connected refers to a television that can be connected to the internet to access programming that is not available through a normal cable provider. An example would be a “smart” television or a television with a device that enables access to the internet (i.e. Amazon Firestick, Google Chromecast, etc.)
- Over-The-Top Devices (OTT) — OTT devices allow a viewer to stream content, on-demand and live, without a traditional pay-TV service by using a streaming device like Amazon Fire TV, Apple TV, or Roku.
- Subscription Video-On-Demand Services (SVoD) — Hulu, Amazon Prime Video, Sling TV, and Netflix are examples of SVoD, in which you receive access to specific shows based on your monthly subscription.
So What is Addressable TV?
Addressable TV allows advertisers to tailor ads to specific households based on household profiling and segmentation. In other words, show specific ads to specific people. Addressable TV is being used in a variety of TV platforms, but it has not been widely available for linear television viewing. That may change.
Some programmers have been using available data to improve their targeting abilities for linear TV. With a recent announcement from Nielsen, that group is about to grow.
Nielsen announced that it would be working with a group of programmers on its beta release of addressable television across numerous linear TV platforms. Marketing and advertising companies will be watching this beta release closely to determine whether addressable TV will prove to be an effective and cost-efficient advertising tool for law firms.
EMC Advertising – Experts in Law Firm Marketing
The marketing experts at EMC are constantly working to develop advertising strategies for law firms that increase business while remaining within their budget. We utilize a variety of advertising forms, including television advertising.
Call 1-888-217-9971 or visit our website for more information about our television commercials for law firms and attorneys.