What Is Advanced TV?

by | Jun 18, 2019 | Guides

Advanced TV combines the power of traditional TV advertising with the programmatic possibilities of the digital age.

The definition of Advanced TV is broad, but can be condensed as: television content that is not delivered through traditional models (i.e., broadcast as well as linear satellite and cable).

Thanks to Advanced TV, television content is being consumed in more ways, on more devices and in more places than ever before. Ads in this ecosystem are more accessible, measurable, personalized and impactful.

Advanced TV is considered a “channel” similar to display, search or social. Under the Advanced TV umbrella, are Programmatic Linear TV, Addressable TV and Connected TV. Let’s dive into each.

Setting the Right KPI Expert Guide Subhead: Educate

Programmatic Linear

Programmatic Linear is the most similar of all the Advanced TV platforms to traditional TV advertising. Basically, it’s where programmatic ads run on live TV through linear methodology.

For viewers, there is no difference between Programmatic Linear TV ads and traditional TV ads. Programmatic Linear TV ads will run during any regular scheduled program, such as daily new shows, sporting events, or sitcoms regardless of viewership.

Reporting for Programmatic Linear TV ads is based on traditional TV metrics such as daypart, network, and GRP.

Setting the Right KPI Expert Guide Subhead: Educate

Despite an increasing number of cord-cutters, linear TV still enjoys a sizable national audience that is accessible through Programmatic Linear TV.

Sources: comScore, Neilson

Why Consider Programmatic Linear TV?

+   Get the greatest reach and scale out of all Advanced TV platforms.

+   Enjoy national and local reach plus control over when and where ads air.

+   Optimize based on best performing dayparts, networks and programs.

Setting the Right KPI Expert Guide Subhead: Educate

Addressable TV

Addressable TV is where you purchase audiences, not content. It provides the ability to show specific ads to unique households. So, the ad you see may be different than the ad your neighbor sees during the same program.

Setting the Right KPI Expert Guide Subhead: Educate

Over half of US households have cable or satellite boxes capable of delivering target ads.

Sources: comScore, Neilson

Why Consider Addressable TV?

+    Match 1st and 3rd party data to cable/satellite subscribers while achieving significant scale.

+    Reduce waste by targeting specific audiences in-market for your product, not blanket age/gender demos.

+    Access true audience-based buying with premier network providers.

Setting the Right KPI Expert Guide Subhead: Educate

Connected TV

Connected TV (CTV) is the most measurable Advanced TV platform. CTV streams programming to a television using an internet connection via an over-the-top (OTT) device.

Your Title Goes Here
Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.
Newbie Note

OK, we’re throwing a lot of acronyms at you. Over-the-top devices are things like Roku, Apple TV, gaming consoles, and Smart TVs. The name comes from cable boxes. Essentially, with OTT devices you’re streaming content straight to your TV — in other words, over the top of your cable box (clever, right?).

Reporting with CTV ads includes standard conversion tracking as well as cross-screen, cross-device measurement with fully integrated retargeting capabilities.

Setting the Right KPI Expert Guide Subhead: Educate

CTV viewers complete 98% of the ads they’re served. They are highly engaged with the programming and advertising.

Sources: comScore, Neilson

Why Consider CTV?

+   Reach the growing number of “cord-cutters” who don’t have a traditional TV service.

+   Maintain relevance with a specific audience across all of their devices for a sequential, more consistent brand story.

+   Gain access to consistent CTV reporting that mirrors digital reporting.

Setting the Right KPI Expert Guide Subhead: Educate

Now imagine putting the power of your Advanced TV campaigns in the context of all your other efforts — from display, to search, to other entire campaigns. That’s why we created LumenAd, a central hub for all your digital advertising efforts.

Schedule a demo today to see how we can make Advanced TV work for your organization.

Subscribe for more insights just like this from the experts at LumenAd.

Subscribe to Impressions

Get the latest news, tips, tricks and best practices delivered to your inbox.

Read More

What You Need to Know About Mobile Geo Targeting

What You Need to Know About Mobile Geo Targeting

More and more often, advertisers are choosing to deliver messages to their target audience across multiple devices on a variety of channels.   They know their ad budgets are precious, so they turn to cross-channel approaches to collect data that delivers a more...

Rule of Three: Should I Keep This Audience or Platform Running?

Rule of Three: Should I Keep This Audience or Platform Running?

Scenario: you have three audiences running, one is doing well, the second isn’t, and the third just doesn’t have enough data. You keep the first one running and shut the second one off. But what about that third one?  In other words, what do you do when a target group...

What You Need to Know About Pixels

What You Need to Know About Pixels

Pixels are a vital element used by media teams to track ad campaign performance because they help quantify actions on websites.  What are pixels?   They are snippets of code – unseen by website visitors – that collect information about interactions with the website...

What Is Campaign Architecture?

What Is Campaign Architecture?

Alright, we’ll spill the beans. We’ll tell you the secret to success in digital advertising. You ready?Campaign Architecture Pretty great buzzword, but it’s more than that. It’s a concept we find few articulate well and is perhaps the biggest root cause of most of the...

What Is An Advertising Management Platform?

What Is An Advertising Management Platform?

Managing media kinda sucks.  By that we mean the tasks of planning, trafficking, monitoring and reporting on campaigns is too manual, tedious and prone to error.  As you can tell, we feel pretty strongly about this. We’re a media team who cut our teeth doing all this...

 

   © Copyright LumenAd 2019

 

Product

About

LumenAd

DNA

Careers

Privacy

GDPR

 

Affiliations

111 North Higgins Avenue, Missoula, MT 59802  -  406.552.1022  -  contact@lumenad.com

Reddit
LINKEDIN