When to Use Advanced TV
It all boils down to this: Advanced TV is how you reach cord-cutters. Advanced TV is an umbrella term for TV that is not delivered in traditional formats (i.e., broadcast, satellite and cable).
Filling that cord-cutter void is vitally important for modern marketers because, put simply, it’s where TV is headed and has been headed for a while. Matthew Ball illustrates this fact well:
The only age group seeing a growth in time spent watching traditional Pay TV is 65+. But that doesn’t mean people have stopped watching TV. Deloitte reports that in 2018, consumers spent an average of 15 hours streaming TV content. And Anthony Boyer, one of our Account Managers, says:
“21 to 40 is the range of people that are just not buying cable anymore.”
Despite the importance of moving beyond cable, he says, “Some people get scared. Advanced TV is a mythical creature — some feel you just can’t be sure how many impressions are available.”
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So, you need to use Advanced TV, yet many find it difficult or confusing to include it in their media mix. Here, we’ll explore the strengths of Advanced TV and how it plays with other channels.
The Strength of Advanced TV
As mentioned above, Advanced TV is how you reach cord-cutters. Some types of Advanced TV advertising (like Programmatic Linear) will still show on traditional formats, but what it ultimately introduces is the ability to connect TV content to the internet.
This allows TV advertising to live on streaming services and OTT (over-the-top) devices, completely bypassing cable, satellite and broadcast television.
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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?).
Do you check your phone when watching shows? I know I do. This is known as second-screen viewing. According to Nielsen, 45% of people say they use a second screen “very often” or “always.” The potential for synchronizing Advanced TV and mobile advertising is huge, as we’ll explore later on.
Advanced TV combines the quality of TV advertising with the personalization of programmatic technology. Jay Prasad outlines four factors that ensure this quality:
- Advanced TV ads are unskippable.
- They’re shown on the biggest screen in the house.
- They’re always within premium content.
- And they’re bot and fraud free.
Thanks to the premium content Advanced TV offers, you’re almost guaranteed a captive audience for your ads. Completion rates for Connected TV ads (a type of Advanced TV advertising) can be as high as 98%, according to Comscore and Nielsen.
Buying and Targeting Advanced TV Ads
Advanced TV inventory is bought primarily through Private Marketplace (PMP) deals. Generally, there are three tiers of networks (e.g., ESPN, Cheddar, etc.) to buy from based on the quality of their content. Each of these networks aligns with a certain age range you can use to narrow in on your buys.
Advanced TV (particularly Connected TV) can be as precise and targeted as other programmatic channels. You can use third-party data to inform audience targeting and, as IAB puts it, “Addressability can be enabled via individual app and device-level data (i.e. Roku Ad ID) as well as IP/device combination.”
There is a lot of nuance we’re glossing over here. If you’d like more info, get in touch.
How Advanced TV Lives Alongside Other Channels
Using data gained (like device-level data) from Advanced TV ads, you can retarget viewers with display, pre-roll or just about any other type of digital advertising.
Mobile Second-screen Viewing
Here’s an example of how Advanced TV can work with second-screen viewing: say you’re advertising on a live sports game and you decide to promote a paid social post with a related hashtag. A viewer watching the game wants to engage with other fans using this related hashtag and your ad pops up for them.
You can tailor the creative to play off each other and measure engagement on the paid social ads in tandem with the Advanced TV ad.
Referenced by many as the “holy grail” of Advanced TV advertising, the full opportunities of attribution are still being explored. IAB has a fantastic deep-dive into the Advanced TV attribution that we recommend you make time for.
Summarized, Advanced TV opens up a world of other metrics traditional TV can’t touch. In the past, TV advertising was limited to putting an ad up and counting the increase in sales (or web traffic lift, downloads, etc.). But it was all estimated guesses.
Now, by connecting all advertising data using LumenAd, you can accurately and granularly measure things like increase in foot traffic, store visits, etc.
To fully achieve this potential, you need full cross-channel viewability that puts Advanced TV into apple-to-apples context of your other channels. If you’d like to learn more about how this works, schedule a demo today.
An Example of Advanced TV Success
LumenAd recently ran an Advanced TV campaign for a quick service restaurant. The restaurant’s goal was to increase sales in a well established market. Linear TV was sucking up a lot of their ad spend, but sales were stagnating.
We shifted 45% of the Linear TV budget to Connected TV and Full-Episode Player (FEP) video placements.
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FEP is essentially Connected TV that can play on any device. For instance, Hulu playing on your tablet or phone. There is some debate if FEP is considered “TV,” which is a discussion for another time. For now, we’re bucketing it together.
Out strategy revolved around two main points:
In Tandem With Linear
Although we reduced the Linear TV budget, we didn’t eliminate it. We ensured the Advanced TV ads ran during the same broadcast time frame as the Linear TV ads to maximize reach across cord-cutters and non-cord-cutters.
Honed Audience Targeting
We layered in demographic targeting to hone in on the identified audience. In this case, we allocated 10% of the spend towards those who identify as “Pizza Enthusiast” or “Frequent QSR purchasers.”
Sales increased 6% within the first 14 days of the media schedule. By month’s end, sales were up over 9%. The campaign was so successful that our agency partner implemented similar strategies across multiple other clients.
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