More than a feeling: resonance via addressable TV is the creative reawakening that adland needs

Finecast meets brands at the intersection of linear and streamed TV and enables them to deliver tailored ads to relevant, segmented audiences across multiple devices and broadcasters – all through a single touchpoint.

Cutting through the noise

Based on responses to ads from 46 of GroupM’s clients leveraging Finecast across the UK, US, Canada, and Australia, as well as interviews with 13,000 customers among both addressable and broad TV audiences, the report found addressable ads to elicit more emotion and happiness in viewers. This is down to clever use of melody, people, and well-placed humor - features that ignite the right-side of the brain.

“Addressable TV advertising has a direct impact on how consumers feel and highlights important factors for maximizing attention for greater business effects” says Kristian Claxon, managing partner, global solutions and innovation strategy at Finecast. “This enables us to provide smarter and more robust solutions to our clients, by helping them optimize the creative message of their TV ads and enhance their brand storytelling.”

It’s backed by System1 research on the left and right brain, and how ads are perceived by both respectively. The findings ascertain that the left brain is the locale for ‘narrow-beam’ attention – that which happens when one is focused on a specific task, while the right brain is responsible for ‘broad-beam’ attention or the wider alertness that allows us to notice interesting or familiar things and patterns.

In TV we trust

In a fast-evolving world spearheaded by technology, addressable TV is a constant; providing a stable and trusted medium for connecting with audiences, it possesses huge business potential for brands through its ability to reach – and, more importantly, hold – the attention of specifically targeted customers.

If brands want to see long-lasting results from media spend, they will be smart to invest in ads that aim to capture that all-desirable broad-beam attention.

“Through our ‘Find Your Different’ campaign, addressable TV has been an effective part of our media mix for Vimto as it allows us to tailor our content to our target audiences with messaging and imagery that suits their needs”, says Jenny Powell, Vimto Global Brand Controller. “We experienced an uplift of 20% in likelihood to consider Vimto as a result of our Finecast campaign in 2022 by utilizing different end frames for different regional areas.

Creative messaging optimization

The report is a call for brands to clamp down on creative messaging effectiveness. Yes, optimization in the form of incremental reach and geo targeting is important, but what about optimizing your creative’s messaging?

The creative messaging opportunity for brands lies in the challenge to engage both the left and the right brain; relevance and resonance. Finecast’s goal is that, by 2026, “every impression we serve will not only be optimized from a media buying perspective, but will also have optimized creative messaging”.

Not only does addressable TV present an opportunity to continue to innovate in what is deemed as ‘The Golden Era of TV’ and resonate more deeply with audiences, it also allows for a greater array of content and enhanced privacy while still receiving relevant ads.

To read the full report, ‘Addressable // Advantage’, click here.