TV advertising has traditionally been a powerful but cumbersome medium—high production costs, lengthy contracts, and massive spend commitments often made it inaccessible or inefficient for many brands. Specificity’s innovative approach to connected TV (CTV) advertising changes all that, delivering the impact of TV with the precision, flexibility, and measurability of digital marketing. Your query highlights how Specificity targets in-market audiences, eliminates waste, and simplifies the process with a flat-cost, turn-key model. Let’s dive into how this approach works and why it’s a significant advancement over traditional TV advertising.
What Makes Specificity’s Approach Different?
Specificity leverages connected TV (CTV)—internet-enabled TVs that allow for advanced targeting and analytics—to redefine TV advertising. Unlike traditional broadcast TV, which blankets broad demographics with a single message, Specificity’s model focuses on delivering enriched impressions to the right households at the right time.
Serve TV ads to people in-market for what you sell and offer.
No contracts
Flexible budgeting for seasonality/promotional periods
Attribution. Know when tv audiences visit search, your site, call and convert
Data allows four cross channel targeting. Hit the same audiences on social, display, email and text for further conversions.
Here’s how we do it:
1. Targeting Specific Audiences with Precision
Specificity ensures your ads reach only the households that matter—those economically positioned to buy and actively in-market for your products or services.
- In-Market Audiences: These are viewers already shopping for what you offer. For example, if you sell outdoor gear, Specificity can target households researching camping equipment.
- Custom Segments: Tailored to your brand’s unique needs, these segments could include specific behaviors (e.g., frequent travelers) or demographics (e.g., young families). This granularity reduces wasted impressions, a common issue with traditional TV’s broad approach.
- Data-Driven Precision: By tapping into data like viewing habits, purchase history, and interests, Specificity mirrors the targeting sophistication of digital platforms, ensuring your ad dollars hit the mark.
2. Producing Multiple Ads for Specific Audiences
Gone are the days of a single, expensive TV ad. Specificity creates multiple, tailored ads to speak directly to different audience segments.
- Personalized Messaging: A car brand might produce one ad for eco-conscious buyers highlighting hybrid models and another for performance enthusiasts showcasing speed. This relevance boosts engagement.
- Agile Production: Campaigns launch in days, not weeks, allowing you to seize timely opportunities—like a competitor’s misstep or a seasonal surge—without the delays of traditional TV production.
3. Controlling Campaign Size, Scope, and Frequency
Specificity puts you in the driver’s seat, offering flexibility that traditional TV—with its rigid contracts—can’t match.
- Scalable Campaigns: Decide how many households to reach and adjust as needed. Test a small market or go nationwide—your choice.
- Frequency Management: Control how often ads appear to maximize recall without annoying viewers. This adaptability ensures efficient budget use.
4. Tracking Results in Real Time
Traditional TV’s impact has always been hard to measure—think vague correlations rather than hard data. Specificity changes that with CTV’s advanced analytics.
- Engagement Metrics: Track video completions, click-throughs (where applicable), and conversions to see what’s working.
- Optimization on the Fly: Real-time data lets you tweak campaigns mid-flight—shift budget to high-performing segments or refine creative—something traditional TV can’t offer.
5. Serving Ads Across Virtually Every TV in the US
Specificity balances targeted precision with broad reach, making it ideal for both niche and awareness campaigns.
- Nationwide Coverage: Ads can appear on nearly every connected TV in the US, ensuring your brand gets seen.
- Addressable TV: This technology delivers ads to specific households based on data, blending mass exposure with pinpoint accuracy—a hybrid traditional TV can’t replicate.
6. Measuring Brand Lift and Awareness
Specificity doesn’t just promise results—it proves them.
- Brand Lift: Through studies comparing exposed viewers to a control group, Specificity measures increases in awareness, consideration, and purchase intent. CTV campaigns often see lifts of 15-20% in these areas, with even greater lift in in-market audiences.
- Website Traffic and GBP Actions: It's imperative to measure the collective effects of video impressions served, driving potential customers not only to your website, but also your Google Business Profile. Specificity measures these KPI granularly.
- Concrete ROI: Unlike traditional TV’s reliance on guesswork, you’ll know exactly how your campaign moves the needle.
7. A Flat-Cost, Turn-Key Model
Specificity simplifies TV advertising with a single, transparent price that covers everything:
- What’s Included: Ad production, audience targeting, ad spend, analytics, optimization, and one-on-one account management—all bundled into one flat cost.
- Month-to-Month Flexibility: No long-term contracts mean you can scale up, down, or pause as your needs change.
- Cost-Effectiveness: This all-in-one approach lowers barriers, making TV advertising viable for smaller brands while keeping it efficient for big players.
1. Targeting Specific Audiences with Precision
Specificity ensures your ads reach only the households that matter—those economically positioned to buy and actively in-market for your products or services.
- In-Market Audiences: These are viewers already shopping for what you offer. For example, if you sell outdoor gear, Specificity can target households researching camping equipment.
- Custom Segments: Tailored to your brand’s unique needs, these segments could include specific behaviors (e.g., frequent travelers) or demographics (e.g., young families). This granularity reduces wasted impressions, a common issue with traditional TV’s broad approach.
- Data-Driven Precision: By tapping into data like viewing habits, purchase history, and interests, Specificity mirrors the targeting sophistication of digital platforms, ensuring your ad dollars hit the mark.
2. Producing Multiple Ads for Specific Audiences
Gone are the days of a single, expensive TV ad. Specificity creates multiple, tailored ads to speak directly to different audience segments.
- Personalized Messaging: A car brand might produce one ad for eco-conscious buyers highlighting hybrid models and another for performance enthusiasts showcasing speed. This relevance boosts engagement.
- Agile Production: Campaigns launch in days, not weeks, allowing you to seize timely opportunities—like a competitor’s misstep or a seasonal surge—without the delays of traditional TV production.
3. Controlling Campaign Size, Scope, and Frequency
Specificity puts you in the driver’s seat, offering flexibility that traditional TV—with its rigid contracts—can’t match.
- Scalable Campaigns: Decide how many households to reach and adjust as needed. Test a small market or go nationwide—your choice.
- Frequency Management: Control how often ads appear to maximize recall without annoying viewers. This adaptability ensures efficient budget use.
4. Tracking Results in Real Time
Traditional TV’s impact has always been hard to measure—think vague correlations rather than hard data. Specificity changes that with CTV’s advanced analytics.
- Engagement Metrics: Track video completions, click-throughs (where applicable), and conversions to see what’s working.
- Optimization on the Fly: Real-time data lets you tweak campaigns mid-flight—shift budget to high-performing segments or refine creative—something traditional TV can’t offer.
5. Serving Ads Across Virtually Every TV in the US
Specificity balances targeted precision with broad reach, making it ideal for both niche and awareness campaigns.
- Nationwide Coverage: Ads can appear on nearly every connected TV in the US, ensuring your brand gets seen.
- Addressable TV: This technology delivers ads to specific households based on data, blending mass exposure with pinpoint accuracy—a hybrid traditional TV can’t replicate.
6. Measuring Brand Lift and Awareness
Specificity doesn’t just promise results—it proves them.
- Brand Lift: Through studies comparing exposed viewers to a control group, Specificity measures increases in awareness, consideration, and purchase intent. CTV campaigns often see lifts of 15-20% in these areas, with even greater lift in in-market audiences.
- Website Traffic and GBP Actions: It's imperative to measure the collective effects of video impressions served, driving potential customers not only to your website, but also your Google Business Profile. Specificity measures these KPI granularly.
- Concrete ROI: Unlike traditional TV’s reliance on guesswork, you’ll know exactly how your campaign moves the needle.
7. A Flat-Cost, Turn-Key Model
Specificity simplifies TV advertising with a single, transparent price that covers everything:
- What’s Included: Ad production, audience targeting, ad spend, analytics, optimization, and one-on-one account management—all bundled into one flat cost.
- Month-to-Month Flexibility: No long-term contracts mean you can scale up, down, or pause as your needs change.
- Cost-Effectiveness: This all-in-one approach lowers barriers, making TV advertising viable for smaller brands while keeping it efficient for big players.
Why This Matters for Your Brand
Specificity’s model eliminates the waste and complexity that have plagued TV advertising for decades. By targeting only in-market households, you’re not shouting into the void—you’re reaching people ready to buy. The ability to produce multiple ads, launch quickly, and adjust on the fly gives you agility in a fast-moving market. And with tracking and brand lift measurement, you’ll see exactly how TV drives your business forward.
Compared to traditional TV’s heavy production costs and huge commitments, Specificity delivers a leaner, smarter alternative. It’s not just about impressions—it’s about enriched impressions that build your brand and deliver results, all without breaking the bank.
A Few Considerations:
High Quality Creative
Precise Audience Selection
Strategic Ad Placement
While Specificity’s approach is transformative, success still hinges on execution.
High-quality creative, precise audience selection, and strategic ad placement are critical to maximizing impact. CTV’s advantages don’t eliminate the need for testing and optimization—just like digital marketing, it’s an iterative process.
The Bottom Line
Specificity has cracked the code on modern TV advertising, blending the emotional power of TV with the precision of digital. Whether you’re a small brand dipping into TV or a big player seeking efficiency, this model offers unparalleled targeting, flexibility, and measurability—all wrapped in a simple, cost-effective package. TV advertising isn’t just for the giants anymore—it’s for every brand, and Specificity is leading the charge.