Television is no longer just television. Streaming services allow consumers to watch “TV” anywhere they want to. As a digital marketer, you need to know not only the differences between the various types of advanced TV available but also why it should be part of your client’s media mix. Our Advanced TV: Why Bother Guide provides reasons why you should buy advanced TV, but let’s step back and explain some of the definitions you need to know:
What Is Advanced TV?
This is the umbrella term that refers to several forms of streaming TV content, including connected TV, programmatic TV, TV everywhere, and video on demand (VOD). It is the IAB’s catchall term for all forms of TV not watched through a broadcast, cable or satellite connection on a television.
- Connected TV – Ads that are served via over-the-top devices, smart TV apps and gaming consoles make this the most evolved inventory in the advanced TV ecosystem. It’s a great fit for any advertiser, given its broad reach and audience targeting capabilities.
- Programmatic TV – Buy linear TV ads programmatically and serve them during live programming. With the largest scale, programmatic TV is perfect for brand awareness campaigns seeking national exposure. (Programmatic TV is also referred to as addressable linear if addressable targeting is layered onto the ad.)
- TV Everywhere – TV everywhere’s focus on login-required streaming apps created by TV networks means its audience tends to skew younger. It’s a good tactic for advertisers with click or activity goals since tracking is available on cookie-enabled devices.
- Video on Demand (VOD) – VOD ads are shown on a cable or satellite provider’s app when a consumer chooses to watch a show that previously aired. These ads complement your linear TV buy and extend your reach to audiences who might otherwise miss your message.
Now that you’re well-versed on all the different types of advanced TV, you need to ask yourself if advanced TV is right for your clients’ campaigns. What if your clients are on the fence and need to be convinced? We’ve got you covered with our professionally designed advanced TV slides. Our stat pack covers data on advanced TV’s audience and growth, as well as reasons why it should be part of your client’s media strategy.
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