Advanced TV, What In-house Marketers Need to Know

By: Chris Harris, March 14, 2022

If you asked 10 people in the TV advertising space what Advanced TV is, you’d likely get 10 different answers.

What is Advanced TV?

The TV experience has evolved rapidly over the last 3 to 4 years, with the ability for advertisers to bring additional data sets into traditional linear TV in order to identify where audiences are living within certain programming and dayparts. For instance, “I want to target a given household income, these networks and dayparts match my goal”.

Now, Advanced TV encompasses a range of delivery models, each providing advertisers with unique opportunities to reach specific audiences in more granular ways.

New TV models include addressable TV, connected TV, programmatic TV, TV Everywhere, and Video-on-Demand (VOD).

Addressable TV

For advertisers, Addressable TV means the advertising inventory that’s available through a traditional cable TV provider, such as Comcast or Time Warner. As noted above, advertisers can now target individual households using first and third-party data.

Connected TV

TV delivered through a device using streaming media over the internet, such as Roku or Smart TV sets, comprise the Connected TV ecosystem.

Programmatic TV

Some TV inventory is available to be purchased in CPMs, like online display advertising, instead of using ratings or “Gross-Ratings Points” against demographics.

TV Everywhere

TV Everywhere (TVE) is a model where cable TV companies enable various content to be accessed live or on demand through internet. To access content, viewers use credentials from their MVPD. Examples are HBO GO, WatchESPN, and Xfinity Stream.

Video On-Demand

Video On-Demand can be consumed wherever, whenever be it through traditional cable outlets, OTT devices, on the web or on mobile apps.

The proliferation of viewing models has created corresponding opportunities for advertisers to follow their audiences to new viewing experiences and to target them more effectively to meet business KPIs.

The maturity and sophistication of the advertiser likely indicates how advanced an advertiser is in utilizing these models. A smaller DTC (Direct to Consumer) advertiser may just be evolving out of using search and social media marketing, and is starting to evaluate these opportunities to find their easiest first step into advanced TV; while an advertiser that’s more advanced, say Peloton, may already be taking advantage of these opportunities in-house.