Advanced TV for marketing: what is it and how can you use it?


This guide outlines everything you need to know about Advanced TV, to tap into its potential for your marketing campains. In the digital age, every marketer knows that all advertising channels should be properly utilised. So, if you are looking for an innovative mode of digital advertising, here is everything you need to know about Advanced TV.

What is Advanced TV?

The increasing presence of smart TVs in households around the world has resulted in a real revolution in audiovisual consumer habits. While the reach of linear television is decreasing, especially among the youngest, the spread of devices that combine television and the Internet has only recently increased.

Advanced TV is understood to mean the connection of the classic TV set to the Internet. The functions known from the Internet are thus also available on the television. This provides advertisers with new interactive advertising options: after the interactive TV commercial has been played, the viewer can, for example, be directed to the company website or a landing page with special offers.

The connected TV has long since conquered its place in the living room. 74% of all households have at least one internet-enabled TV set. Particularly interesting: compared to the previous year, according to our current Advanced TV study, the number of a second device in the household has increased by 43% (even 47% in some states). Regular and daily use is also increasing sharply and acceptance as an advertising medium is high.

All non-traditional television is classified as ‘Advanced TV. It is essentially the umbrella term for a myriad of advanced television viewing options which includes OTT (over-the-top), addressable TV, and connected TV. These are all more modern and advanced means of consuming TV material than as opposed to conventional linear TV, and they can be accessed over the internet, eliminating the need for cable and satellite services.

Types of advanced TV

The concept of Advanced TV is actually an umbrella term that encompasses any service, platform or content that is not accessible via live broadcast or cable television. That is why we speak of Connected TV, Programmatic TV, TV Everywhere and Video On Demand (VOD) within this area.

With regard to the first two concepts, Connected TV and Programmatic TV, we are talking on the one hand about the possibility of broadcasting advertising via OTT televisions and on the other hand about the possibility of showing our programmatic advertising live , regardless of the device on which it is consumed.

To better understand it, we give you a concrete example: A user in the United States who watches programs from the TVNOW media library with his Apple TV is shown advertising via Connected TV, while a user who is in his Hulu is shown via Programmatic TV on his tablet, recieves the advertising via that version.

Over-the-top (OTT) Advanced TV

OTT services enable you to stream TV and video material from any device over the internet or the other network connections. To access the whole material collection, these services often require a paid monthly or yearly membership. The content may be streamed at any time and is not limited to a time with or without scheduled ad breaks. These TV streams are regarded as ‘over the top of’ since they circumvent traditional broadcast services and satellite platforms. 

Addressable TV

Addressable TV is a form of TV advertising that is delivered to a specified audience at a household or individual level rather than broadcast to the whole viewing audience of a certain channel. Addressable TV can be delivered on linear, on demand and live stream viewing services and platforms.

It enables marketers to accurately target consumers by combining their own first-party data with data from third-party sources, resulting in a very wide reach of their target audience.

Connected TV

Connected TV (CTV) is a form of advanced TV streaming via applications on an over-the-top device such as any smart TV or the Google Chromecast. So, whereas OTT allows content to be streamed over platforms, CTV allows consumers to stream TV content through OTT devices. Marketers can incorporate ads to be served before or throughout the streamed content. This allows marketers to select specific ads for specific audiences based on the type of content they consume on the device and the apps they use.

Advanced TV Advertising

Covering a variety of TV viewing options, Advanced TV has become a marketing goldmine with so many opportunities for advertisers on a range of platforms, as well as potential to reach wide and precise audiences. Consumers can consume advanced television content through the internet, allowing media companies to provide dynamic, one-to-one advertising and access to vast amounts of first-party data. Advanced television has paved the way for a flexible, high-quality, reliable digital environment.

What’s most striking about advanced TV is that the distribution strategy works for corporations and enterprises of all sizes, making TV marketing more appealing to a wider range of brands.

The new Advanced TV platforms create a new scenario for the purchase of advertising space. Much of the investment that advertisers previously reserved for traditional television has shifted to this new media thanks to its advantages. The data acquisition of user behavior on the various Advanced TV platforms enables advertisers to design programmatic advertising strategies in order to optimally reach their target group.

The access to the contents using a password, which is assigned a profile that facilitates the evaluation of the target audience of the different areas, which has a positive effect on the brand recognition.

In addition, the data provided by the digital TV platforms enables a comprehensive overview of the online behavior of the users through their connection with the consumption habits of the different types of content.

All of these aspects are crucial in order to remain as relevant as possible in this difficult situation we find ourselves in around the world. Marketers need to be able to maximize investments by only targeting users who are interesting to them when they are viewing the most appropriate content. While live television is not going to go away due to the huge importance of sporting events and the news format, the rise of the Advanced TV platforms should not be underestimated as they have completely transformed the audiovisual industry.

Benefits for marketers

  • Better personalisation

Marketers must be able to provide relevant and convincing television ads based on consumer’s behavioural habits and data. It aids in increasing customer interaction and connecting with them on an emotional and personal level.

  • Measurable

Understanding who is receiving the impression of an ad, and being able to follow it to a transactional level so you know which consumers have converted from an ad, is really useful for marketers and a massive benefit of advanced television for advertising.

And there you have it – everything that every marketer needs to know about advanced TV.

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