The top TV marketing trends for 2023

Ed French

In today’s highly competitive market, TV advertising plays a crucial role in targeting audiences and creating brand awareness. As TV audiences are fragmenting and streaming channels are growing, the number of challenges TV advertisers face is soaring. On the other hand, the recession in our economy emphasizes the increased need to understand viewer behavior to maximize benefits. 

TV advertising in 2023 will have to evolve and adapt to its challenges. Here we discuss the top 10 trends in the coming year to help you better prepare your TV marketing strategies.

1. Connected TV is on the rise

With most TV audiences switching to digital streaming, it is essential to reconsider TV advertising strategies. Connected TV (CTV) is currently on the rise and is helping you reach viewers with over-the-top (OTT) advertising. Implementing CTV’s programmatic technology allows it to identify and reach viewers as they switch between different devices. CTV is the future of TV marketing and will continue to develop in 2023.

CTV’s targeting and measurement technology are leading the way in TV marketing, as it is now possible to identify and target the right audience with data-driven marketing strategies. CTV ad spending has already exceeded $21 billion in 2022 and will likely exceed $26 billion in 2023. Furthermore, thanks to its performance-based metrics, CTV advertising seems to be giving linear TV the boot by 2024.

2. TV audience fragmentation continues

TV audiences have become increasingly fragmented, presenting a tough challenge for marketers to reach their audience. To keep up with the competition in 2023, advertisers must keep adapting to new channels and technologies, such as ad-supported streaming services.

TV advertising fragmentation poses several challenges for advertisers, such as purchasing and measuring media needed for audience targeting. Fragmentation also results in inefficient marketing strategies, missing out on specific audiences due to siloing and budget constraints, and undermining measurement. Measuring, understanding, and calibrating performance is becoming increasingly complex with many digital TV platforms and apps.

To run successful TV advertising campaigns in 2023, marketers need to understand fragmentation and implement new strategies to overcome these limitations. Addressable TV, for example, can show different ads in different households while watching the same program. Thus, by using new TV technologies, advertisers can focus on relevance and impact when targeting their audiences, keeping up with the ever-changing fragmentation.

3. Entertainment giants will keep expanding

Entertainment giants such as Netflix, Disney, Amazon, and Apple will continue to grow in 2023. Their content will also evolve, as Netflix, for example, moves into the gaming space, and Disney has announced a significant restructuring. Based on 2022 data, sports streaming will be in high demand in 2023; hence Amazon and Apple are securing major sports streaming deals.

It seems clear that the definition of TV keeps getting broader and traditional platforms are evolving. As the audience’s expectations and TV platforms are changing, advertisers need to keep up with new trends and respond to them with different types of video advertising. Thus, to stay relevant and reach a high level of engagement, marketers also need to evolve.

4. Omnichannel TV marketing

Like all businesses with multiple media platforms, TV advertising must focus on omnichannel marketing. To maximize TV advertising efficiency, it is essential to integrate advertising channels and platforms to achieve consistent brand messaging and improve campaign performance. 

In 2023, marketers will bring all addressable media together to form an omnichannel marketing strategy. This approach will determine how brands will approach and structure their advertising strategies in the coming years.

5. New audience targeting protocols

In 2023, marketers should expect a shift from traditional targeting methods (cookies, IP addresses, etc.) as protocols are getting stricter and more regulated. With a better understanding of TV data and new marketing technologies, advertising campaigns will increasingly use commerce data for marketing intelligence and campaign building.

Consumer data is much better understood than in previous years, meaning that paired with omnichannel strategies, it can provide more accurately measurable targeting success.

6. Interactive advertising

Marketers had to adapt their strategy to be more streaming-friendly, resulting in the emergence of interactive television advertising. The main goal was to connect with the audience on a personal level and gain granular insight into their preferences and decision-making. Those targeted with interactive advertising are offered two ads to choose from, which keeps them more engaged. Due to interactive advertising’s measurable success, this trend will be increasingly widespread in 2023.

7. Measuring short-term performance

Due to the recent economic downturn, advertisers look for short-term gains when advertising on TV as it takes up a large chunk of their budget. This, in turn, pressures marketers to build campaigns around demonstrable short-term wins and deliver quickly. 

One efficient way to make the most of this strategy is to use multiple data sources and focus on the most valuable audiences, minimizing media wastage. 2023 will see a surge in investment in TV advertising to win and maintain market shares. Thus, marketers will use improved methodologies to achieve an increased short-term return.

8. Integration of live video

Live video streaming will be a significant trend in 2023 as even large TV networks will incorporate them. A live pop-up stream allows viewers to access a large amount of additional content, improving viewer experience significantly. 

Viewers can set up live channels on digital TV while having access to all other programs on the platform. This opens up new opportunities for advertising and marketers to access viewers with subscriptions and without - whatever fits their marketing strategy.

Sports streaming will be one of the top beneficiaries of live pop-up streaming in 2023. On top of the primary sports events, extra content and niche sports will be available for users that are generally unavailable via linear streaming. Livestreams are expected to become mainstream just as podcasts have become a staple in the last few years, and big brands will follow suit and jump on the live-streaming bandwagon.

9. The creative will drive outcome

The past few years' main challenges in TV advertising have been optimizing technology and data. In 2023, however, the focus will shift to creative aspects of market strategizing as they are already successful in the digital space.

As brands want to use the creative to drive outcomes, marketers must adapt and improve measurement. Their messaging will be tailored and pre-optimized for different audiences based on the creative.

Most importantly, the success of the creative will depend on relevance. Research has found that consumers have a much better opinion of brands when targeted with relevant advertising and are much more likely to think a service or product is worth their money.

2023 will be a challenging year for marketers, which demands a well-thought-out TV advertising campaign for brands. Advanced audience targeting and an optimized creative will be the focus for those who want to evolve and stay connected to their customers.

10. Streaming will go greener

Several industries have realized the need for sustainability in the past few years as climate change is imminent. Since streaming is one of the largest energy-consuming industries, making it more environmentally sustainable is more vital than ever. 

Business and technology factors have always been the primary considerations when looking for tech partners. Still, going into 2023, the streaming industry must consider sustainability as its 3rd pillar on which it is built. Due to pressure from users and investors, streaming and broadcasting risk losing a vast amount of investment if they do not start financing sustainable practices.

Current green initiatives will continue into 2023 and the coming years. Streaming businesses will coordinate efforts to control carbon emissions by reducing bitrate and bandwidth. Recent initiatives are calling to join forces to create new frameworks that will help understand carbon emissions in the streaming industry.

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