Personalised Advertising Reaches the Big Screen

October 3, 2018

Earlier this week, Dutch television operator KPN announced its cooperation with Talpa Networks to start testing personalised advertising among Talpa’s TV channels. The testing will begin in October, among the close environment of KPN’s employees, whom are also consumers. Only by agreeing to their data being used, the operator will be able to deploy customised ads according to the consumer’s viewing behaviour and personal data, such as age, gender, location and more.

“We want to make TV viewing more personal and relevant for customers.” said Joost Steltenpool, at KPN.

It’s been long awaited for personalised advertising to finally reach the big screen, and it’s inevitable that it will only grow bigger. Having not only reached the Dutch screens so far, whilst also seeing continuous growth, personalised ads in television has the potential to become the next global advance among the advertising world.

For some time now, there has been a steady increase in demand for personalised experiences, and that’s no surprise for marketeers. Consumers have become more digitally demanding and are expectant of these experiences to be relevant. This continuously makes it harder for marketeers to fulfil customer’s needs and expectations. This is where the importance of customer data comes in. If television ads are dynamically broadcasted, it opens a door for marketeers to create much more relevant content and for it to be distributed accordingly to someone who’ll have an immediate response to it. By enabling such data, TV providers can gather household profiles which eventually results in far more suited content to the targeted residents.

However, this concept has been around for a long time among the online environment. Data usage plays a big role when it comes to dynamic advertising, but how to use such data can become far more important. As an example, Jumbo, Dutch supermarket chain, has recently enabled their customers with relevant information regarding most suitable location and product category, all based on real customer data.



However, something still constantly seen within the market spectrum is the exclusion of target segments because they don’t fall into their primary audience. This leads to the following question: How can you as a brand avoid exclusion by turning it into adaptation?

Dynamic video marketing embodies that specifically. Having your message moulded to the needs and preferences of different fragments of your whole audience, by taking into account their data and information, in order to create more relevant messages. As a brand, you can run the same ad, but adapt it to the different audience segments in order to obtain the most benefit out of your campaign, budget and overall brand engagement.

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