The first thing to know is that Advanced TV is less of a marketing channel and more accurately an expression to describe the various ways and forms that television advertising is morphing during this rapid period of evolution.
“Advanced TV is a sort of catch-all term that describes the methods and practices of applying two key things: data and technology – for the purposes of analytics and decisioning — within a TV environment,” says Dan Aversano, Senior VP, Ad Innovation & Programmatic Solutions at Turner Ad Sales. “Everything else, whether it’s programmatic, addressable, or something else, is a subset of that overall umbrella concept.
“The specific tactics under this category include: Programmatic TV, Addressable TV, Connected TV, Linear Audience Targeting, Set-Top Box VOD, Interactive TV, and even second-screen retargeting,” adds Anthony Laurenzo SVP, Non-Linear Video Strategy & Investment at Dentsu Aegis Network.
What about online video? Traditional television and digital video ad departments have been slowly merging at agencies and in-house brand teams for the last few years, but most experts don’t classify all video advertising as part of Advanced TV. Doug Fleming Head of Advanced TV at Hulu clarifies, “Online video is an entirely separate category from Advanced TV. Advanced TV is an innovation that was built on top of a traditional, linear broadcast model with all the benefits and targeting capabilities of digital.”
Data is clearly at the center of most Advanced TV definitions, but technology is also playing a major role in the evolution of television advertising to speed up execution and management for both buyers and sellers says Tim Ware, VP Advanced TV at Tremor Video. “Automating workflow to allow for dynamic ad insertion, addressable buys and programmatic demand from a variety of sources is key to the evolution of Advanced TV. Targeting and automation can increase sellers yield and buyers advertising results, while driving efficiencies and value for all.”
Even though there is yet to be a universally-accepted definition, the expert consensus is that Advanced TV is comprised of strategies that leverage:
- workflow automation
- data + technology
- advanced targeting and measurement
These tenets are exactly what has fueled the meteoric growth of digital advertising over the last twenty years and today’s television advertisers are excited to appropriate them to keep their channel healthy and growing.
For more information, download the 4C Advanced TV White Paper featuring insights from more than a dozen experts including thought leaders from ABC, Blinc, Dentsu Aegis Network, Essence, Horizon Media, Hulu, Inscape, Mediaocean, Mediavest, NBCUniversal, Roku, Tremor Video, and Turner.