Trending Now: 2023 predictions for TV advertising

What are the trends that advertisers need to be aware of as we approach the end of 2022 and viewers stream content more frequently than ever before? TV advertising in 2023 and beyond has already been disrupted by this.

Power of Free

Free ad-supported streaming TV services (FAST), which combine live and on-demand viewing of scheduled programming channels, have become extremely popular in the US. This pattern is continuing both internationally and in India. The appeal of these services for viewers is obvious—scheduled programming eliminates the need for constant searching while still offering on-demand material when it is appropriate.

Few companies, including Samsung and Amazon MiniTV in India, are currently offering FAST, which is still a relatively new concept globally. However, the desire for free content in exchange for watching advertisements continues to hold enormous appeal and has in India for a long time. With viewing time increasing by 218% YoY between October 2021 and October 2022 in India, Samsung's FAST service Samsung TV Plus is already experiencing growth.

With 88% of viewing time spent in streaming environments in the first half of this year, Samsung Smart TVs captured the lion's share of that time. Online video is only used for 28% of all digital spending in India. The need for advertisers to comprehend the dynamic and quickly changing TV landscape is thus demonstrated. A data-driven approach to advertising will be essential to maintaining high levels of engagement so that brands can continue to reach the right audience with the most pertinent message at the best time.

There are concrete plans for TV's future.

Because of legacy measurement systems, new streaming platforms, a variety of connected devices, and cookie-less environments, the TV landscape is so fragmented that it is challenging to measure TV advertising's overall performance accurately. Many TV and digital advertisers who want to understand the measurement options and insights made possible by the use of CTV find this to be a critical issue.

Samsung Ads gives advertisers comprehensive insights into CTV campaign performance using its own automatic content recognition (ACR) data. ACR data provides a clear window into viewer preferences at the glass level. This enables marketers to target customers based on their actual viewing habits. Recent CTV advertisements for Samsung Smart TVs in India increased online ad awareness by 19% and purchase intent by 10%. Samsung Ads used enriched data and metrics to demonstrate a positive correlation between those exposed to ads and those who were likely to make a purchase in order to drive key brand KPIs.

Increased emphasis on expanding reach

By breaking down barriers between the TV and digital teams, advertisers should attempt to change their strategy for media spending in 2023. These barriers must be removed in order to improve communication, enable the application of digital thinking to linear campaigns and vice versa, and streamline spending, investments, and exposure in order to make the most of TV environments.

Reach has long been a pillar of TV for brands, but in a landscape that is becoming more fragmented, some consumers are more difficult to reach through conventional channels. Marketers now need to think beyond linear advertising and take into account how incremental reach can help campaigns on both linear and CTV campaigns draw in viewers. An important Indian automaker was able to reach 480k+ additional households earlier this year by focusing on those who weren't reached by linear ads on Samsung TVs. On Samsung TVs, nearly three-quarters (73%) of the audience were solely online and had not seen their linear campaign.

Deterministic data now offers targeted customization capabilities and essential insights, making it simpler to determine reach and control frequency, lowering ad duplication, and increasing exposure to untapped viewers or digital-only audiences. In the future, marketers will be able to buy audiences rather than content.

First Party Data will be crucial in 2023.

For brands looking to target the right audiences and improve campaign strategies, completing current third-party datasets will be the way to go. They have already started to see value in overlaying enriched first-party data, such as geographic location, attitudinal insights, and vertical insights, as opposed to getting caught up in the mad rush to unlock more targeting capabilities.

The use of first-party data from CTV can give marketers a more comprehensive and insightful view in both pre-planning and post-measurement, whether it's to reach audiences who have seen to ensure the greatest possible reach among streamers, gamers, and linear viewers.

India will experience rapid growth for bolstering dynamic strategies with first-party data investment as it becomes a compliant source to truly understand consumer preferences and find ways to reach the right audiences.