Advanced TV – the questions to ask

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The digital revolution has changed what we mean by and understand of TV, fundamentally and forever, blurring the lines between TV and video content watched for entertainment offline and online. It’s changed how video content is delivered to consumers and who delivers it. It’s changed how video content is watched – when, where, and on what devices. And it’s changed how advertising is served to consumers, wrapped around video, as well as how ads are sold to brands and how their impact is measured. Welcome to the world of advanced TV.

The era of advanced TV advertising has begun. As the new technology develops, greater complexities arise. To navigate these complexities, it’s vital that advertisers invest in advanced TV with their eyes wide open and by asking the right questions.

HIGHLIGHTS

Five questions advertisers should ask their agency partners
Inventory Media
The contract
A/B Testing

// What we want to investigate and why

Objectives

The purpose of this short guide is to provide marketers with a set of simple, practical questions to ask agency partners about advanced TV.

It’s vital that advertisers invest in advanced TV with their eyes wide open. The best way to do this is by holding their agency partners to account, challenging them on new technologies and the diverse and innovative ways they can buy TV advertising.

Advertisers need to understand how the TV landscape is changing
To clarify how ads are served on TV and how consumers are targeted is vital for advertisers to ensure they adapt their inventory media

// What we've discovered and suggest

Findings

How we watch TV is changing. How ads are served on TV is changing. How consumers are targeted on TV is changing. This all means that TV is a term too narrow with too much legacy to adequately describe advertising wrapped around the experience of watching filmed entertainment. TV has grown up to become Advanced TV.

For many Brands, traditional, linear TV advertising as reached the point of diminishing returns and only advanced TV has the potential to deliver incremental reach at scale

Advanced TV is here to stay
Inventory media deals
Current market solutions

The era of advanced TV advertising has begun. As the new technology develops, greater complexities arise. To navigate these complexities, it’s vital that advertisers invest in advanced TV with their eyes wide open and by asking the right questions.