Great - what's your title and where do you work? > OTT/CTV Devices | OTT & Connected TV devices connect to your TV to allow for a continuous stream of content – meaning that as long as your internet connection is not disrupted, you don’t need to wait for an entire piece of content to download before hitting play. Want to take advantage of the power of Connected TV advertising? Popular examples are Roku, Chromecast, Amazon Fire Stick, Apple TV, and the major gaming consoles. And while it’s close, it’s not the same thing. Examples include Amazon Fire Stick, Apple TV… Doing so will help ensure that we collectively build a successful and sustainable marketplace, learning from the … Connected TV isn’t just for smart TVs — there are a number of ways to stream CTV content. It used to determine how many people within an advertiser’s target audience saw an ad. Perfect - now tell us about your current situation. For example, if your ad promotes media or entertainment content that’s only available on select Connected TV devices, it would be smart to avoid serving the ad on devices where the content can’t be watched. This live content is usually delivered by a paid streaming service, or directly by the network. As was mentioned above, connected TV examples include streaming content via gaming consoles, from PlayStation to Xbox, online TV streaming services, and cable providers. With Advanced TV, advertisers will: And last but not least, here are some terms that don’t fall into a specific connected TV category, but are useful to know when attempting to navigate the CTV ecosystem. Connected TV is simply any TV screen that connects to the internet through an over-the-top (OTT) streaming device like Apple TV, Google Chromecast, Roku or Amazon Firestick or a game console. For example, Netflix serves their content direct to consumers without using a network. Before we get into the terminology, we thought you might like to have a baseline definition for Connected TV to get you started. It’s what you’re paying per gross rating point. As the Connected TV market evolves, it’s critical that we establish best practice, set standards, simplify the ecosystem and educate the buy-side about this fast-growing area. They provide a broadcast-quality ad experience, without the drawbacks of the ‘throw it against the wall and hope it sticks’ approach of traditional TV advertising. In theory, different households watching the same TV program could be served entirely different TV spots through the use of dynamic ad insertion. What Is Advanced TV? This includes Connected TV and addressable TV, but does not include any forms of TV not watched through a broadcast, cable or satellite connection on a television. > OTT aggregators | Offer content from many providers, but without the services of an MSO (Multi-system operator, or a company that owns and operates two or more cable TV systems.). We explore the challenges and opportunities for the TV industry as it introduces more on-demand content and evolves towards multi-screen delivery, companion experiences and a hybrid broadcast/IP connected TV universe Addressable TV advertising allows advertisers to target specific audiences with each advertisement. > Bitrate | There are two kinds of bitrates, the encoded bitrate and the available bitrate. With this capability, you’re able to reach non-traditional viewers streaming on their preferred device choice — whether that’s their phones, tablets, or Connected TVs. You may also see OTT advertising described as OTT Programmatic. Connected TV can help you reach vast audiences that aren’t watching cable anymore — or never did. It’s the IAB’s catchall term for all forms of TV not watched through a broadcast, cable … Advanced TV is an umbrella term that encompasses Connected TV, Addressable TV, and Programmatic TV, all of which offer the opportunity to run ads on a TV screen and differ from traditional TV in unique ways. In audience-based TV, buyers use data from data-management platforms in order to target TV viewers. Addressable TV Statistics for 2020. You may see Programmatic TV incorrectly described as “CTV Programmatic” or “OTT Programmatic.” Understanding that these terms are actually describing Connected TV, and not traditional, is essential to becoming an educated advertiser in this landscape. Addressable over-the-top & connected TV. This can vary based on ad format, but assuming you’re running in-stream video ads, we suggest utilizing VAST tags where possible to track standard digital video metrics like impressions, quartiles, and video completion rate. > Connected TV| Connected TV (CTV) is digital content accessed by apps and streamed over smart TVs, mobile, or OTT devices. Smart TVs connect natively. Connected TV is currently one of the fastest growing channels in advertising — and it’s not surprising. Some examples include Xumo, Tubi, and Pluto TV. While addressable TV is technically a form of programmatic TV (they both use automation to serve TV ads), its household-level and real-time targeting are major distinguishing factors. So, if you deliver 3,000 ads to 1,000 unique people (your reach), your frequency is three. U.S addressable TV spending is expected to rise by 33% for the next two years. Last but not least, what are you interested in? Connected TV ads are an effective way of reaching your target audience; they’re highly targeted, unskippable, trackable, brand-safe ads that are guaranteed to make an impact. That’s where TV came into play — let’s take the principles of data and automa… Viewers can watch linear TV through cable or satellite services, or even through over-the-air broadcasts. While available bitrate is used for technical purposes, encoded bitrates are more commonly used for business purposes. > Full-Episode Player (FEP) | “Full-episode player” (FEP) refers to professionally produced, TV-like content that can appear on any device type, across both apps and web browsers. Yes, it’s advised that ads are produced in high definition for connected TV, too. Ad placements run on Connected TVs are typically bought and sold more like digital video. “We wanted to take the principles of data and automation and apply them to TV to find networks, programming and dayparts above the point of diminishing return that a linear TV plan will have and find ‘spots and dots’ that can extend reach,” says Schmidt of Cadreon’s entry into TV.
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