What Is Advanced TV Image Header
Television is no longer just television. Streaming services allow consumers to watch “TV” anywhere they want to. As a digital marketer, you need to know not only the differences between the various types of advanced TV available but also why it should be part of your client’s media mix.
  • Advanced TV – This is the umbrella term that refers to several forms of streaming TV content, including connected TV, TV everywhere, linear addressable and video on demand (VOD) addressable. It is the IAB’s catchall term for all forms of TV not watched through a broadcast, cable or satellite connection on a television.
  • Connected TV – When you watch Netflix shows on your TV through a Roku box, you’re watching connected TV. You can think of connected TV as using a smart TV to watch content through an over-the-top (OTT) device like Apple TV, a Blu-ray player, a streaming stick like Amazon Fire TV Stick, a gaming console like Xbox One or even just through the smart TV interface itself.
  • Linear Addressable – This technology lets you show different ads to different households watching the same live TV program on the internet or through a set-top box. Imagine one household watching “Dancing with the Stars” and seeing a commercial for Tide while the house next door also watches “Dancing with the Stars” but sees a commercial for Purina instead. You can target households by their behavioral, demographic or geographic data.
  • Programmatic TV – This term is often used interchangeably with advanced TV, but it just means advanced TV purchased programmatically. Usually, this refers to connected TV and TV everywhere, but VOD and linear addressable are also available programmatically with limited scale. Advanced TV can be purchased nonprogrammatically by buying through an ad network or from a provider directly, like Hulu or a cable company.
  • TV Everywhere – As the term says, this is the ability to watch TV everywhere or anywhere, such as watching Amazon Prime on your phone or HBO GO on a tablet. Watching TV live or on-demand through an internet connection on any device other than a TV is TV everywhere. Most cable channels will require you to use your cable or satellite log-in information to access content through their apps.
  • Video on Demand – This is when you watch video content after its official release date or original air date and time, like watching shows through your cable provider’s on-demand menu. However, video on demand also encompasses content watched through OTT devices, mobile apps and video streaming services. It’s the idea of watching what you want to when you want to – basically the opposite of “appointment television.”