If a brand is trying to reach its past purchasers via a TV spot, what kind of inventory should planners RFP vendors with?

When a brand aims to engage its past purchasers through a TV spot, addressable TV inventory is the most suitable choice. This approach utilizes data to deliver personalized ads directly to specific households based on their viewing habits and purchase history. By targeting past purchasers, addressable TV enables marketers to connect with a defined audience segment more effectively than traditional methods.

Using addressable TV allows advertisers to leverage first-party data, such as purchase records, which means they can serve tailored ads that resonate with those viewers. This level of segmentation enhances the likelihood of re-engagement and reinforces brand loyalty, ultimately driving better results compared to broader advertising methods.

The other options, while they have their benefits, do not provide the same level of targeted personalization. Standard broadcast TV delivers content to a larger, untargeted audience, which may include many viewers who are not past purchasers. Streaming video can offer some targeting options but lacks the detailed household-level customization found in addressable TV. Outdoor advertising does not allow for precise targeting at all, as it reaches a general audience rather than specific individuals.