Television continues to play a
central role in the way that we consume news and entertainment, whether the
content comes from a traditional network or via a streaming service. While
viewing habits have shifted, cords have been cut and mobile phones have become
first screens, we still like watching TV. We still define the content we watch
as a “television program” and we often still want to view that content on a TV
set in our living room or den.
In many cases, TV set is just one
of many screens that we are cycling through as we participate in social media
conversations. Our viewing habits have been evolving ever since cable was
introduced in the 1970s and they will no doubt continue to change. But for now,
TV in its new and advanced form remains a central part of the media ecosystem.
As streaming and over-the-top (OTT)
distribution models have matured, a new umbrella term has emerged to describe
what TV has become: Advanced TV. It represents the convergence of old-style
linear TV with streaming video delivered through OTT platforms and digitally
enabled connected TVs. Marketers and brands must grapple with all that Advanced
TV offers because it provides marketers with a full-screen captive experience
with the targeting power of digital.
Advanced TV enables marketers to
optimize reach and influence today’s hyperconnected consumer. Marketers can now
serve the most impactful advertising content, trigger campaigns that sync with
local events or weather conditions, deliver ads based on first-party data and
get real-time analytics of viewing habits, depending on the sophistication of
the TV platform, network and/or provider.
Currently,
Smart TVs, OTT devices such as Apple TV or Roku, game consoles such as
PlayStation and connected TVs offer the most digital bells and whistles, but
more and more households are becoming directly addressable through the cable
and satellite providers, meaning that brands can target individual households
within the broadcast environment of linear TV.
There
is not currently a unified measurement standard that aligns broadcast and
digital reach, and audience targeting is still complex. Nielsen released its
cross-media measurement solution, Total Content Ratings, after media companies
reportedly pressured Nielsen to slow down the rollout because it was not ready
for prime time. Privacy is a key consideration that must be navigated. However, emerging measurement and data
techniques are arriving from all corners of the industry, with the ability to
provide more advanced data than ever before, helping marketers to more easily
reach their objectives.
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