Social Addressable Ads: The Next Frontier
Social media is now an integral cog in the machine of content consumption. Whether it’s your 87-year old grandparent who just got on Facebook, or your 15 year old child who’s heavily involved in the full spectrum of social networks, social is everywhere.
Social media these days doesn’t just mean your conversations with your friends about content; it means conversations with the content created by the brands you buy, the influencers you follow, the programs you watch, and the things you believe in.
Over time, social engagement with all of these different properties paints a vivid picture of who you are as a person, what interests you, and what you respond to. This makes social media engagement a huge database by which to develop audiences and ad strategies across platforms—including linear TV.
Social Addressable Advertising
Upwards of $530 billion are spent on measured media globally, and almost none of it uses social behavioral data. Shareablee is now launching Social Addressable Advertising to leverage these social insights for media planning across platforms.
Social Addressable Advertising is nothing more than a campaign that has been informed by the actual social media behaviors of a given audience. That can easily be transferred to linear TV
Today, TV advertising is bought based on traditional age, gender, and income demos that tend to lump audiences together. The reality is that a woman who is 18 years old has virtually nothing in common with a woman who is 49 years old. And if you think about it, that gap gets even bigger if they’re in the same income bracket (e.g. the CEO of a multi-billion dollar company and a young pop star).
Social Addressable Advertising takes into consideration the nuances of individuals that make up a demographic group, creating audiences based on their actual social interactions, and recommending the media that will best reach them, including social media, co-branding opportunities, digital publishers, and TV networks and programs.
The argument against utilizing social behavioral data for television targeting has historically been that online behaviors can’t really be tied to those offline.
Tying Social Behavior to Offline Purchasing Behavior
Shareablee measures the social activity of over 2 billion people worldwide every single day.
Through a recent study of social engagers against offline purchasing behavior, it was found that the more heavily a user engages with a brand’s social content, the more they spend on that brand’s products. Additionally, it was found that the spend level for social engagers is an average of 51% higher than the spend level overall.
Tying Social Behavior to TV Viewing Behavior
In another recent study of those who engage with TV programming on social, nearly half of respondents indicated that they engage with a program’s social content if they already watch the program.
47% said that social media keeps them engaged with their shows between seasons.
46% said that social allows them to be more involved with the TV shows they enjoy watching.
45% said that social media reminds them when to watch their favorite shows.
44% said that social media keeps them engaged with the show throughout the season.
What we learn from this is twofold: first, that online behavior is directly correlated with offline behavior, including TV viewing and product purchasing. Second, that social engagers are the audience that advertisers need to reach.
So What's Next?
The trend in TV is towards data-driven and audience targeted. The value of social behavioral data to this end is huge. If advertisers want to reach their true audiences, this data needs to start playing a larger role in the media planning process. That can only be done through Social Addressable Advertising.