Advanced TV – the questions to ask
How we watch TV is changing. How ads are served on TV is changing. How consumers are targeted on TV is changing. This all means that TV is a term too narrow with too much legacy to adequately describe advertising wrapped around the experience of watching filmed entertainment. TV has grown up to become Advanced TV.
The Internet Advertising Bureau defines advanced TV as: “an umbrella term that refers to television content … beyond traditional, linear TV delivery models. Advanced TV targeting enables advertisers to serve one ad to one household as opposed to broadcasting the same ad to all households. Advanced TV includes OTT (Over the Top)/Connected TV, Addressable TV, and Addressable Video on Demand.”*
It's vital that advertisers invest in advanced TV with their eyes wide open. The best way to do this is by holding their agency partners to account, challenging them knowledgably on new technologies and the diverse and innovative ways they can buy TV advertising.
The era of advanced TV advertising has begun. As the new technology develops, greater complexities arise. To navigate these complexities, it's vital that advertisers invest in advanced TV with their eyes wide open and by asking the right questions.