Advanced Audience Targeting Strategies for TV Marketing in New York

Audience targeting TV is an evolving field with a growing demand for precision in targeting the right viewers. The New York Designated Market Area (DMA) is one of the largest, most diverse, and most competitive TV markets in the nation. With 22 million consumers¹, it’s no wonder that TV advertising in NY demands a high level of sophistication.

Let’s explore 8 advanced audience targeting strategies that can help brands make the most of their TV campaigns in the NY market.

1. Leverage Cross-Screen Advertising

One of the biggest advantages in today’s media landscape is the ability to target audiences across multiple screens. In New York, where consumers are constantly shifting between their TVs, smartphones, and tablets, cross-screen advertising is invaluable. By placing ads on both linear TV and streaming platforms, you can reach audiences at multiple touchpoints, resulting in better engagement, and higher chances of conversion.

Cross-screen advertising makes sure you’re not missing out on potential viewers who may prefer streaming over traditional TV. It’s a seamless way to engage with an audience that consumes media across various devices.

2. Utilize Data-Driven Campaigns

Gone are the days when marketers could place ads based on a broad demographic. Today, success is in the details. By tapping into data-driven campaigns, advertisers can pinpoint specific audience segments based on behaviors, interests, and other key factors.

The New York market is home to millions of viewers, and leveraging real-time data to optimize ad campaigns ensures brands are effectively reaching the right audience with the right message. By harnessing historical viewing trends or integrating demographic data with geo-targeting, data-driven TV campaigns allow for a more personalized method. This helps you drive a stronger ROI.

3. Take Advantage of Advanced Audience Segmentation

Advanced audience segmentation is a powerful tool for targeting specific groups within the New York DMA. This strategy goes beyond basic age or gender demographics, allowing you to refine your approach by identifying detailed characteristics such as purchase behaviors, household income, or lifestyle preferences.

For example, if you’re targeting luxury car buyers, advanced segmentation can help you focus on consumers who have shown an interest in high-end vehicles, even if they’re watching mainstream TV programs.

4. Engage with Addressable TV Advertising

Addressable TV allows advertisers to send separate ad creatives to specific households, who are watching the same program. This technology is a game-changer for TV marketers looking to target only audiences who are more likely to purchase their products.

By using addressable TV advertising, brands can deliver relevant messages to viewers based on their unique preferences. For instance, a wellness company might target health-conscious households with ads for workout equipment, whereas a family viewing the same program could receive ads for nutritious snacks from the same brand. This targeted approach significantly improves the relevance of brand campaigns and increases the likelihood of consumer engagement.

5. Incorporate Local News Networks for Hyper-Targeting

When it comes to trusted local news in the New York market, News 12 and Spectrum News NY1 stand out as reliable sources for hyper-local news coverage that connects with communities on a personal level. Including these networks in your marketing mix enables you to reach a niche, loyal audience watching local stories that matter most to them.

Adding local news networks is an effective strategy for reaching regional audiences. With hyper-local targeting, a brand in a specific NY region may benefit from News 12 & NY1 as these networks reach viewers across the tri-state area.

6. Optimize Your Campaign with Real-Time Data

One of the greatest advantages of digital advertising over traditional TV is the ability to track results in real-time. TV advertising is no different. With the use of advanced analytics tools, you can monitor your campaigns and adjust them accordingly.

Real-time data allows advertisers to monitor campaign and audience interactions. This gives them the opportunity to make necessary adjustments for better targeting precision. This optimization can lead to more cost-effective campaigns and higher returns on investment.

7. Focus on Behavioral Targeting

Through the analysis of a viewer’s past behavior, behavioral targeting enables marketers to make predictions about future actions, expanding beyond demographic-based strategies. This is particularly effective in the New York market, where the diverse audience shows varying behaviors. Their viewing habits and interactions with brands also differ based on these factors.

For instance, if a household frequently watches cooking shows, you can target them with relevant ads for restaurants or kitchen appliances. Behavioral targeting helps brands create a more personalized experience, boosting visibility and engagement.

8. Use Predictive Analytics for Future Campaigns

Predictive analytics is the practice of using historical data to forecast future trends. This can be particularly useful when planning TV campaigns, as it helps advertisers understand which segments are likely to respond well to their ads.

In a competitive market like the NY DMA, understanding consumer behavior and predicting future trends allows marketers to stay ahead of the competition.

Unlock Cross-Screen Targeting with NY Interconnect

At NY Interconnect, we specialize in aiding advertisers reach their target audience with unparalleled precision. By using cross-screen advertising, we connect brands with viewers watching traditional TV, streaming, or on-demand content. Our platform gives marketers the flexibility to target consumers across multiple touchpoints.

We offer a complete solution to help brands scale their media campaigns with real-time insights and targeted ads. Let us help you elevate your marketing strategy and connect with the right audience.
Ready to get started? Contact us today and see how we can help you achieve your marketing goals.

Source: 1. Claritas 360, 2024