Even if you’re not familiar with the term “advanced television” or “Advanced TV,” chances are you’re familiar with some examples of it.
Advanced TV is a term used to refer to a number of forms of streaming television platforms, up to and including connected TV, addressable linear television streams and video-on-demand content. As demand for content under the advanced TV umbrella continues to rise, advertisers are learning that there are some differences between advanced TV advertising and more traditional television advertising.
Even under the umbrella of advanced TV there are a few differences in how best to advertise on different platforms. To ensure that your brand message is being delivered to consumers as effectively as possible, here are a few basics to help you understand the complexities of advanced TV advertising.
Types of Advanced TV Content
As mentioned, there are a number of options when it comes to advertising on advanced TV platforms.
Connected TV (CTV) and over-the-top TV (OTT) platforms feature ad-supported television content streamed to smart TVs, set-top boxes and even apps on phones or tablets. Addressable linear platforms feature streamed live television that provides options for changing the ads presented to different viewer demographics within the same shows. Video on demand (VOD) provides videos of previously-aired or original content that can be viewed at any time instead of having to watch live.
There are even so-called “TV everywhere” options that feature network content behind a login, providing access to both shows and original behind-the-scenes content that targeted to a subset of a network’s overall viewership.
Addressable Linear Advertising
Advanced TV has stepped up the ability of advertisers to control the ads placed in and around live television.
Because the program content is provided over the Internet or through an Internet-connected set top box, the specific ads displayed during programming can be adjusted by the advertising platform. The amount of customization allowed depends on the platform, but at the very least, you can engage in more specific demographic-based advertising than what is possible with traditional linear ads that feature ad slot assignment prior to broadcast.
Moving up from addressable linear advertising, some platforms allow for even greater levels of customization through programmatic advertising.
This customization allows for data-driven demographic targeting, and depending on the sophistication of the platform may even allow you to target ads to specific users based on previous ad exposure or other shows that the viewer has watched. Programmatic advertising can also overlap with addressable linear ads on some platforms, allowing addressable targeting options to be used in addition to programmatic options.
OTT and TV Everywhere Advertising
OTT, VOD and TV everywhere provide additional options for both programmatic and addressable ads, especially on platforms where users are required to sign in or maintain an active subscription to access content.
These platforms can provide additional user demographic information and in some cases may even track content usage via cookies for cross-platform advertising. Some of these platforms may offer more advanced interaction options as well, allowing users to customize their ad experiences or feature different ways to click through or engage with ad content.
When running any advertising campaign, budget is always a concern.
It is important to make sure that your advanced TV aspirations fit in with your overall digital advertising budget and that your advanced TV spending balances well with other advertising initiatives. Fortunately, some forms of advanced TV advertising such as OTT/CTV ads can be fairly budget-friendly.
Exploring the best targets for your content and the costs of ads on each should be a key component in your budget planning when making the shift to advanced TV ads.