In addition to image and sound quality, technology will propose investment in audience segmentation, data culture, among others.
National TV Day is celebrated this Monday (18th) and the vehicle that has already gone through a series of changes is preparing for a new era: TV 3.0.
The new standard should be defined by the end of 2024 and promises to offer better image and sound quality for viewers, delivering 4K/8K resolution, HDR, 3D audio and support for streaming transmissions.
According to data presented by Curious and Labelium, the changes have the capacity to reach users on a national scale, gradually, as open TV reaches 50% of the population daily with an average time that exceeds 5 hours, according to o Kantar IBOPE Media.
“Today, the power of choice is in people’s hands. This transition represents an advance in the transmission of information through TV because, in addition to allowing the public to consume content in a way similar to streaming, it shows that brands must make a new movement to promote more personalized and less interruptive advertising, which speaks directly to people’s needs, in the environment”, said Caio Machado, executive director of Curious.
To celebrate the date, company executives have put together five tips for advertisers to ensure the effectiveness of digital campaigns on TV 3.0, listing the factors that must be considered so that the market can prepare for the moment of transition.
Investment in audience segmentation
With the arrival of TV 3.0 in Brazil, a new challenge arises, as technology tends to generate an increasingly dispersed audience. In this way, targeted and segmented advertising is a premise.
Focus on regionalization
This is something that already exists on traditional TV, but will gain scale with the transition. Appropriating themes taking into account the regional presence of each audience is a premise for brands that want to connect with consumers and get ahead of the competition.
Strengthening data culture
The technology will demand a new relationship from advertisers with data, as there are new possibilities for measurement in TV 3.0. It is important that brands are aligned with the partner agency to understand plans to measure the impacts of advertising on the environment.
Understanding the General Data Protection Law (LGPD)
With greater decision-making power and access to targeted advertising, users have complete freedom to share their data or not. It is an opportunity to generate trust by deepening the General Data Protection Law to ensure transparency on how viewers’ data is being used.
Integration with emerging technologies
To create impactful campaigns and increase engagement potential, delving into emerging technologies, such as artificial intelligence, is an important point for building relevant projects and diversifying advertising formats on TV 3.0.
“TV 3.0 will bring not only benefits to consumers, who will have access to much higher quality of sound and image, but also to advertisers, who will be able to further segment their strategies through available and collected navigation data from programming. This will imply for the media industry a new moment of integration between media tactics”, added Gustavo Franco, Country Manager at Labelium.
