The digital landscape has become a major influence in the television and film industry. In many instances, digital technology has helped marketers increase their return on investment by helping them improve spending and advertising effectiveness, customer experiences and leads on Internet, television and mobile channels.
Digital technology has allowed us to combine reaching mass media with reaching its targeted market and many times this is done in real-time. This has resulted in being able to target well-defined, large scale audiences in many ways utilizing very personalized content. We experience this personalized service through many social media outlets, for example, Facebook, Myspace and LinkedIn.
Because of inputting personal information into these sites, companies are able to offer this personalized ad experience. What comes to mind is use of television site, Hulu. Hulu tracks our use and online preferences in a way that enables them to offer a very personalized advertising environment.
While displaying ads, Hulu asks your preferences on the top of the screen asking if you like or dislike the ad experience. If you click “like,” Hulu keeps track of the response and will offer more advertisements along those same lines providing us with advertisements that interest and enable us to see things that truly apply to our personalized interests and everyday.
This type of advertising is good for both advertisers and viewers alike. This type of advertising also has the potential of promoting lower costs and improving the targeting of ad spots. Having the right targeting tools allows us to have both an informative and seamless television experience.
With this type of television marketing we can potentially:
1. Determine the demography of our audience. This includes not only age and income but interests as well.
2. Search for programs that match interests of our target audience.
3. Only market during the time our audience is watching television and only to the station they are watching.
4. Know how many watched our ads, and when and what they did to get to the site.
