How Your TV Campaigns Can Become More Effective in 2025

The rise of streaming platforms has brought a major shift in how audiences consume video, with time spent on streaming increasing by an incredible 129% since 2021. Streaming platforms hold viewership power similar to traditional broadcast TV, which is big news for the advertising industry. By combining the reach of broadcast with the precise targeting of streaming, advertisers can optimize their strategies and achieve both a broad and tailored reach.

Merging Reach with Targeted Precision

The unique strengths of broadcast and streaming make them a powerful combination. Broadcast TV offers unmatched reach, ensuring high visibility across broad audiences while streaming allows advertisers to target specific demographics with precision. Combined, these platforms enable brands to reach larger groups while refining their message for specific market segments. This dual approach ensures efficient spending and helps brands connect with viewers based on their unique viewing habits.

The Importance of Localized Campaigns

An effective advertising strategy today isn’t one-size-fits-all—it requires a localized focus. Different regions have varied viewing patterns and consumer preferences, which means each market needs its own tailored approach. For example, some areas may have higher streaming engagement, while others favor traditional TV. By understanding these differences, advertisers can make informed decisions about where and how to allocate their budgets. This data-driven approach helps maximize reach, engagement, and relevance.

Beyond platform choices, the message itself should be localized to resonate with the specific characteristics of each region. Consumers in one area may have different interests and needs than those in another, making it essential for ad content to reflect these variations. For example, quick-service restaurant (QSR) customers in cities might favor delivery options, while those in suburban areas could prefer dine-in services. Tailoring campaigns to reflect these distinctions demonstrates an understanding of local preferences, helping brands build trust and engagement with diverse audiences.

Using Technology to Drive Local Relevance

Technology has become a crucial ally in creating impactful, localized ad campaigns. Tools like artificial intelligence (AI) allow advertisers to customize ad components for specific regions, helping ensure that campaigns are relevant to the local audience. AI can incorporate details like store locations, QR codes, or region-specific calls to action, making ads feel more personalized. By continuously optimizing campaigns with real-time data, brands can adjust messaging to avoid oversaturating one channel while ensuring visibility across all platforms.

Overall, combining broadcast and streaming into a single, well-coordinated strategy empowers brands to maximize their impact. By focusing on local relevance, data-driven insights, and precision targeting, advertisers can engage communities more effectively, improving brand loyalty, fostering connections, and boosting ROI. As technology continues to advance, this hybrid approach is likely to become a cornerstone of modern video advertising.

Cate Bender, the author, is Project Coordinator of Marketing Keys