Spring is usually synonymous with cherry blossoms, barbeques and softball. But as the weather turns warmer, it also means that consumers are in the market for a wide variety of new products from home goods to vacation packages to a new wardrobe. Given the collective buying power during this season, marketers are rightfully vying for consumer attention.
As digital advertising has evolved, advertisers have found unique ways to uncover new audiences and reach them with a personalized message. However, one thing that has remained a challenge – and still works independently from digital – is TV.
Billions of dollars are spent on TV advertising each year and, while it remains effective to reach mass audiences, performance insights, best practices and TV viewership patterns still have little to no influence on digital strategies. Bridging this gap between TV and digital means that marketers have new, data-driven insights about consumers that will help them to better understand what drives a brand’s KPIs.
Samba makes this TV viewership data accessible to all marketers through the Samba TV Audience Platform and our partnerships with the industry’s leading digital platforms and DSPs. With over 150 standard segments available for immediate activation, advertisers can seamlessly layer TV audience-based targeting on top of their digital plans for more holistic cross-screen reach.
So, what should marketers do this Spring to capitalize on in-market home improvement DIYers and fashinstas? Based on past learnings and best practices, we have collated the top 6 TV audience segments that perform well during Spring
- Travel TV Viewers
- Viewers of Spring/Summer TV programs
- Fans of Spring sports tentpoles
- Home Improvement TV viewers
- Fashion and Lifestyle TV viewers
- Light TV viewers
Find out more about each of these segments by viewing our Segments for Spring page which also features our Programmatic Data playbook – a quick guide to some of our best performing strategies and steps for activation in your DSP.