Published:  3.2.2020

Targeting commercial messages to specific groups is extremely efficient when online advertising is used. If you search a hardware store website for prices of roof tiles, you can expect to come across advertisements for Ormax roof tiles on Facebook, hs.fi, Google and mtv.fi over the next few days. It is easy to identify internet users who are interested in specific products based on their online behaviour. 

However, the effectiveness of online advertising is hampered by the fact that users often find advertisements a nuisance when they are trying to find a specific piece of information. Most users browse websites to find answers to everyday conundrums and needs, such as news, timetables, online shopping and tax returns. 

This means that, from the perspective of effective advertising, internet users are often in the wrong mood. This is why the click-through rates of online advertisements tend to be modest – typically around 0.5%. 

Mass media is an unbeatable tool for brand and brand recognition creation. When you can tell something to hundreds of thousands or millions of people at one go, you can rapidly spread your message. However, the problem with TV advertising is often the difficulty of targeting. 

But what if the strengths of online and television advertising could be combined? How would you feel if you could have an audience of millions in front of TV screens and you could target the appropriate groups with personalised marketing messages? Or what if you could activate the audience watching entertainment so that they make transactions directly from their couch? 

Sanoma and R-kioski are currently testing these new opportunities of TV advertising in practice. The first pilot covered the approximately 75,000 terrestrial television households that already have a modern smart TV. We are no longer talking about a small test audience. 

The preliminary test results have been quite positive: 1–4% of viewers reacted to R-kioski’s commercial by pressing a button on their remote control to get an R-kioski coupon sent to their mobile. You will get a free hot dog when you present the coupon at an R-kioski. 

Although the percentages may seem small, they signify huge potential with each airing of the commercial. 

Let us look at some figures to illustrate the point: for example, if three percent of the million viewers of Who Wants to Be a Millionaire can be activated simultaneously in five years’ time, that would result in more than 40,000 R-kioski coupon orders in 15 seconds. Personalisation further increases the effectiveness of banners. 

The television industry has thus already begun to create more effective TV advertising through practical campaigns. As Finnish households are replacing their television sets for other reasons as well, they most often purchase a device that enables new advertising methods. The most recent campaign will have successors very soon. 

“Hold on”, you say, “I thought television was supposed to be a dying medium!” Maybe not. 

For further information, please contact 

Teppo Ahonen, Director, Video delivery services 
+358 40 563 0299, @TeppoAhonen