What is advanced TV?

Advanced TV is an umbrella term used to encompass all non-traditional television. There are several types of advanced television, namely addressable TV, connected TV, over-the-top TV, data-driven linear TV, converged TV and video on demand.

While most digital channels have seen an evolution in targeting capabilities, the television industry has, for the most part, remained stagnant. Advanced television is indicative of a new era for the television landscape, especially in the way content is distributed and data is collected.

What are the different types of advanced TV?

A long list of concepts fall under the term advanced television. To get a better understanding, here’s a breakdown of what they mean:

• Addressable Television refers to the one-to-one delivery of ads through new technologies, unlike the one-to-many distribution seen in traditional television.
• Connected TV is a device that supports video streaming platforms, and is embedded in or connected to a Smart TV.
• Connected TV is often confused or used interchangeably with over-the-top (OTT) television, which refers to the method of streaming video content, and streaming TV, which can refer to the content itself.
• Data-Driven Linear Television gives advertisers the ability to collect performance data on linear TV ad campaigns via data enabled TV.
• Converged Television, as the name suggests, is the convergence of linear and connected TV.

What are the advantages of advanced TV for advertisers?

The advantages of advanced TV for viewers are obvious. Advanced TV is more convenient, flexible, and oftentimes cheaper.

Advanced television is not only enjoyable for viewers, though. Advanced television opens up a new space for advertisers. For instance, non-traditional television has much broader reach. Viewers are increasingly consuming streaming content — of households that own a TV, 80% have at least one internet-connected TV device.

Advanced TV allows advertisers to access this growing audience not only at scale, but also with pinpoint accuracy. Unlike the early days of broadcast television, where advertisements would be delivered to a broad audience segment, advertisers can now leverage granular data to target individual households. The result? Advertisers can reach those who are most likely to find interest in their product or service, increasing the chances of conversion.