What Is Advanced TV? All the Definitions You Need to Know

Transforming your TV strategy is a must to survive in today’s new normal. While cord-cutting was expected to grow significantly in the coming years, no one could’ve predicted the surge that resulted from coronavirus (COVID-19). According to recent research from market research company GlobalWebIndex, 37% of consumers are watching more streaming TV since the outbreak started, and two-thirds of those streaming are planning to continue the habit. To be where your audience watches and to reach more customers who matter to you, now’s the time to move beyond linear TV and add advanced TV to your client’s media mix. We can help. Download our newly updated free Advanced TV Guide and quickly get the buzzwords, capabilities, spending trends and strategies you need to buy advanced TV. But first, what is advanced TV and the types available? Let’s learn all the definitions you need to know to activate a modern TV strategy during COVID-19 and beyond:

What Is Advanced TV?

This is the umbrella term that refers to several forms of streaming TV content, including connected TV, TV everywhere, video on demand (VOD) and programmatic TV. It’s 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.
  • 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.
  • 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.)

Now that you’re well-versed in 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. This stat pack, newly updated in response to COVID-19, covers data on advanced TV’s audience and growth and the reasons why advanced TV should be part of your client’s media strategy.