PHILADELPHIA — Advertisers and companies trying to expand their marketing, take heed: There’s a new way to reach customers, starting with something called “advanced television.”
That’s when advertising on television is customized, much like online ads, using consumers’ viewing habits, purchases and location data.
Advanced advertising on TV was one of the insights that the Philadelphia ad agency Harmelin Media shared with clients at a Wednesday event.
“Consumer data is now being matched with viewership data to follow your audience wherever they live,” Harmelin Media’s Dan Cox, vice president and head of planning, told the crowd of about 100 guests at the Barnes Foundation’s auditorium.
Mobile phones, meanwhile, have since replaced TV as the most valuable source of consumer data, said Garry Herbert, associate media director at Harmelin.
“We’re now incapable of giving up our phones, because of the dopamine rush” every time we access them, he said.
For advertisers, this is a bonanza.
“Our phones reveal where we go, what we do, what we buy, how frequently we visit a retailer, and how long we spend buying,” he said.
As a result, even digital billboards are growing, as ad agencies can pinpoint the phone locations of commuters. Advertising dollars spent on digital billboards reached $8 billion in 2018, up 5% from the prior year, said Alison Bolognese, media director at Harmelin.
In the Internet search space, Google is far and away the leader, with 81% of search used on all devices. Bing and Yahoo are only in the single-digit percentages.
However, Google is followed closely by Amazon, which many consumers use as a retail search engine for price comparisons, he said.
In digital advertising revenue overall, Amazon “still trails Facebook and Google’s duopoly,” Bernard said, with the latter two giants holding 57.7% of the market in 2018. However, Amazon’s “wealth of consumer data will allow it to contend with the duopoly, turning it into a triopoly.”