Examples include Amazon Fire Stick, Apple TV… While available bitrate is used for technical purposes, encoded bitrates are more commonly used for business purposes. We brought in Heather Robertson, Centro’s Director of Video, to give us the breakdown. If you’re note a video person, chances are you won’t have to know too much about this. You know that 30 percent of viewers in this demographic watch a certain sports game on Sunday night, so you purchase four commercial spots while the game airs. With a pedigree like that, it’s no big surprise to see that Connected TV ads are becoming a mainstay of many brands’ marketing mix. Request a demo today. The above are the main differences between Programmatic TV Vs. Addressable TV. A recent study shows that the pandemic appears to be accelerating the cord-cutting shift, with 64% of respondents saying they cut the cord, are planning to, or never subscribed to cable in the first place.Moreover, 35% said they would rather watch a streaming … Doing so will help ensure that we collectively build a successful and sustainable marketplace, learning from the … This video content is accessible on devices such as a laptop, mobile device, tablet or... 2 - CTV (Connected TV). > Connected TV| Connected TV (CTV) is digital content accessed by apps and streamed over smart TVs, mobile, or OTT devices. These target audiences are aware the groups of customers more likely to purchase a company’s products and services, and can be essential to a successful campaign. In 2019, connected TV (CTV) advertising spending in the United States was valued at 6.94 billion U.S. dollars. Viewers can watch linear TV through cable or satellite services, or even through over-the-air broadcasts. U.S addressable TV spending is expected to rise by 33% for the next two years. Connected TV advertising leverages detailed targeting capabilities to allow advertisers to serve different ads to viewers streaming the same show on Connected TV. > IPTV | This variation comes from the idea that content is being delivered through IP packets, hence the name “IPTV.”. Comprising addressable TV, connected TV, programmatic TV, TV Everywhere, and Video-on-Demand (VOD), it also includes everything from streaming to interactive TV. 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. There are two main sources of addressable TV ads today. Addressable TV Statistics for 2020. The new power of connected and addressable TV technology offers a remarkable promise – the ability to transform TV from a one-to-many medium in which everyone saw the same ad, to one in which advertising is customized for individual households. Missing an episode isn’t a problem; VOD content is available to stream or download after it airs live. Reach out to info@centro.net. > (updated) Over The Top (OTT) | Over-the-top (OTT) content goes “over” your cable box to give you access to TV content. © 2021 All Rights Reserved SteelHouse Inc. Because it’s still relatively new, there are a couple competing labels that have cropped up. 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 can sometimes make measuring impressions more difficult for advertisers. > OTT standalone services | These content providers do not require an MSO and are delivered directly to a consumer over the internet. And understanding the distinctions between Programmatic TV, Advanced TV, and Addressable TV can make all the difference in becoming an expert on the digital TV landscape. Once you have your GRP, your CPP is simply your total media cost divided by your GRP. Addressable advertising on TV is just like addressable digital advertising, as the ads can be served programmatically. Vertical Viewpoint: Conquering Challenges as a Finance Brand, Embracing the Identity Crisis: A Note From Centro’s CEO, New Identity Solutions for a Cookieless World. Connected TV. It’s often shown as a percentage of a specific audience; for example, 75 percent of 18-24 year olds. Video on demand (VOD) is becoming increasingly popular, because it allows users to watch the content they like at the times they want to watch it. > SVOD | Subscription video on demand is a streaming video service that allows user to have unlimited access to a range of on-demand programs, all for a recurring subscription fee. There are plenty of DSPs to choose from in ad tech. > 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.). • OTT / Connected TV • Addressable TV • Addressable VOD Viewers stream TV content from the internet using either a smart TV, OTT device/dongle, connected game console or IP set top box that receives signals from the digital video ad server 1 Content is streamed and plays instantly in full-screen, full HD or 4K, and can be ad Connected TV, you are in luck – they are the same thing! In theory, different households watching the same TV program could be served entirely different TV spots through the use of dynamic ad insertion. > Advanced TV | Refers to many forms of streaming TV content. 64 percent of U.S. household had enabled Connected TV devices in 2017; In 2017, Americans spent an average of 3.6 hours daily using enabled smart TV or internet-connected devices such as Apple TV and Google Chromecast; In 2017, 168.1 million U.S. consumers watched streaming video via a Connected TV device Perfect - now tell us about your current situation. This depends on the media seller’s capabilities. vMVPDs partner with cable and broadcast networks in order to get a few minutes of content, which they distribute across live channels. California Residents – Do Not Sell My Data. This way, CTV represents the tech core for programmatic TV (PTV) support. This depends on the device type and manufacturer, so it can vary. Connected TV is a television that’s connected to the internet and facilitates the delivery of streaming video content. > GRP (Gross Rating Point) | GRPs have been around before the internet even existed. By contrast, OTT content is accessed via the internet, which enables household-targeted ads on a CTV as well as on a laptop, tablet or phone. Connected TV. Connected TV can help you reach vast audiences that aren’t watching cable anymore — or never did. Interested in other Centro resources that will help you understand Connected TV? To keep it simple, all three are different from traditional TV technology and/or ad buying and selling methods. Knowing your frequency means you can prevent the same ad from being served to the same person over and over again. Connected TV covers all devices that offer multimedia support and can connect … Luckily, Basis also comes with a full team of experts who are there every step of the way helping you create these video deals. It’s the IAB’s catchall term for all forms of TV not watched through a broadcast, cable … In an encoded bitrate, the number of bits (or amount of data) per second that has been used to store a media signal are tracked. After all, if you’re going to be advertising on Connected TV, you better know what people are talking about when they start dropping three letter combos like OTT, VOD, and GRP. Last but not least, what are you interested in? In other words, OTT advertising platforms deliver content using an internet connection as opposed to a cable or broadcast provider. Originally a traditional TV term, co-viewing is when multiple people are watching a program on the same device. Let’s talk! Frequency is the average number of times you’re delivering an ad to a given person. They’re similar, but advertising on Connected TV is more effective. In summary, advanced TV is an umbrella term that encompasses three types of TV advertising: programmatic linear TV, addressable TV and connected TV (CTV). That means if you want to keep up, you’re going to have to get up to speed with the ins and outs of Connected TV. 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. Advanced TV enables you to deliver messages and connect with your target audience in a deeper, more meaningful way than traditional TV. 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. 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. According to eMarketer, in 2017, 17.1 million households are cord nevers, but future growth will be somewhat slow. Marketers Believe CTV Advertising is Just as Effective as Linear TV, 82% of DTC Shoppers Take Action After Seeing an Ad on CTV. We’ve detailed your Mother’s Day marketing strategyRead the Guide, Track the total customer conversion journey, A collection of essential marketing calculators, 11111 Jefferson Blvd., #5286Culver City, CA 90230, Your Guide to the Exciting World of Connected TV Terms. It will help pass the time. If you are comparing OTT vs. Innovative addressable TV is designed to streamline and provide a better advertising experience for all - including the consumer. As was mentioned above, connected TV examples include streaming content via gaming consoles, from PlayStation to Xbox, online TV streaming services, and cable providers. The first is connected TVs and other IP-enabled devices—offering addressability for digital video advertising delivered on televisions. 1 - OTT TV (Over The Top). Advanced TV, what are the differences between OTT, CTV and Addressable TV? There’s quite a few ways content and inventory in the Connected TV ecosystem are discussed. Traditional linear TV (21%) Connected TV (19-20%), Video on Demand (16%), OTT (14%) Addressable TV (13%) The report noted that media agencies and brands are clearly optimistic about the future of Connected TV – a television that can connect to the internet, allowing access to content beyond traditional forms of TV. > Video On Demand (VOD) | Viewers don’t plan their schedules around TV — they fit TV into their own busy schedules. 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. CTV refers to either a TV with integrated internet capabilities or a TV that’s connected to a device with internet capabilities, such as a set-top box or other OTT (over-the-top) device. If you’re note a video person, chances are you won’t have to know too much about this. Connected TV premium advertising space requires participants to pay a higher CPM or a specific price floor. This content is primarily viewed on a large screen/HD TV in the living room over CTV and OTT advertising accessible devices such as an Apple TV. > vMVPDs | Virtual Multichannel Video Programming Distributors, also called “skinny bundles,” are cheaper digital cable or satellite packages. > Cross screen measurement | A slightly self explanatory term — with cross screen measurement users can track and measure video metrics across different devices, such as mobile, television, OOH, and Connected TV, and desktop. > Target Rating Point | This term is a metric for the percentage of the advertiser’s target audience that actually views its advertisements. An important distinction is these ads are NOT the same thing as Connected TV. You don’t need a TV to actually watch TV anymore. Advertising on CTVs is a growing trend combining the … “Because connected TV is addressable by nature, expanding our relationship with Google to measure YouTube audiences on connected devices is an important step to deliver cross media ad measurement and comparability between CTV and addressable on linear TV.” Ad placements run on Connected TVs are typically bought and sold more like digital video. Let’s start with the basics — the terminology. Connected TV, or CTV, refers to any TV that can be connected to the internet and access content beyond what is available via the normal offering from a … Connected TV adoption and viewership has been growing for years and has accelerated substantially due to the COVID-19 crisis. > (updated) Addressable TV | With addressable TV ads, each household watching the same program will see different ads. The difference between these terms is confusing, because you can buy some Connected TV and Addressable TV inventory programmatically, and you could argue that targeting on Connected TV is addressable. Why Connected TV? “Anything that can be delivered programmatically, we believe should be. ‘Ask the Expert’ is a series that breaks down the tools, tech, and trends you’ve been hearing about in the trade pubs and around the office. Certain TV ad slots are made available for programmatic purchase, which are carried out by DSPs. from the source server to destination device through one or many digital networks. It indicates the percentage of the targeted population that has seen at least one traditional or Connected TV spot. Depending on where you’d like to run the interactive pre-roll ad, you’d have to work with Innovid or Brightline, the two primary developers responsible for producing these units for Connected TV placements. This relatively new practice is known as “addressable TV.” Addressable TV uses programmatic technology and advanced audience segmentation to deliver specific video ads at a household level in real time. Subscribe to the report Apple, Amazon, NBC and more use to get their CTV news. That's all we need — we'll be in touch shortly. This can include TV spot placements within cable, satellite, and/or broadcast inventory. Learn more about Connected TV Advertising with Centro. This month’s topic? Connected Device – referred to as an OTT device, these are devices that plug directly into your TV and are connected to the internet, which enables apps and video streaming to be used on the television regardless if the TV itself is a smart TV. Before we get into the terminology, we thought you might like to have a baseline definition for Connected TV to get you started. The advantages of advertising on Connected TV. “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. In many cases, there are opportunities to buy based on app genre, like sports, news, entertainment, health and fitness, etc. Unified solutions to grow the UK addressable TV market “TV viewing will continue to fragment in the year ahead, with the divergence of young and old audiences in linear TV. We first created this list early last year, and there’s been a lot of updates in both the industry and terminology. Moreover, many new data tools in TV advertising can apply as equally to the annoying kind of TV advertising as they do to addressable and connected TV advertising. In other cases, if you need to be very specific about which Connected TV apps your ad will show up on, it may be best to create a custom PMP or work directly with the app publisher. Addressable TV is the ability to deliver targeted TV ads on a household-by-household basis via cable, satellite and telco set-top boxes. In some cases you can, and in others, you can’t. Here’s a number of the most common terms. This can sometimes make measuring impressions more difficult for advertisers. Each type of advanced TV uses programmatic ad technology to varying degrees, but as a whole they make some pretty big promises. Last month, we explored header bidding. Nevertheless, we’re expecting to see live TV moments continue to shine in 2019, across entertainment shows like Love Island and The Great British Bake Off, and also sport. > (updated) Living Room Quality Connected TV | This is live or on-demand, ad-supported programming through an internet connection (not via a paid cable or satellite provider), from blue chip broadcast and content companies. 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. It’s what you’re paying per gross rating point. Addressable TV advertising allows advertisers to target specific audiences with each advertisement. Linear TV is the same thing as traditional television viewing. MARKETING NEWS Addressable TV vs. klassische TV-Werbung: Werbewirkung im Vergleich – ADZINE. FEP content is inclusive of things like the news, stand-up comedy, cooking shows, etc. from the source server to destination device through one or many digital networks. Some examples include Xumo, Tubi, and Pluto TV. You can also unify your ad buys across linear and streaming, with smarter measurement and more control over who sees your ads and how often. > CPP (Cost Per Point) | CPP measures how well, for the price, your ads reach your desired audience. This means that the content is television length, typically 30-60 minutes, with commercial breaks in between. Sign up to our Connected TV Report below, a bi-weekly rundown of the latest CTV news, stats, and insights. Getting there has been a slog – and buyers still say the process is too This is brand safe, quality programming served via an IP address and in a format that enables a more personalized ad experience. Because DSPs have audience data, they allow advertisers to better target viewers — thus resulting in automatic and efficient TV ad buying. Connected TV is currently one of the fastest growing channels in advertising — and it’s not surprising. Rest assured, they mean the exact same thing. Addressable TV is bought by broadcast buyers, not digital buyers. We round out our list of terms with a type of advertising that is often confused for Connected TV advertising — Programmatic TV. We ask our in-house experts the tough questions and write up the answers in bite-sized pieces for your reading pleasure. Because of overlap with some of these terms, they often end up being used interchangeably, so it’s important for media buyers, sellers, and advertisers to talk through definitions and ensure they’re speaking the same language. For example, let’s say you want to target males between the ages of 18 and 34. > Frequency | Just because you delivered one million impressions doesn’t mean that one million unique people viewed your ad. Examples include Hulu or CBS All Access. Addressable TV generally refers to the ability to show different ads to different viewers during a broadcast on traditional TV. Smart TVs connect natively. This live content is usually delivered by a paid streaming service, or directly by the network. Although a television that is connected to the internet or laptop, mobile phone, etc. It's no longer one-way traffic. 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 > Smart TVs |  If you’re buying a big screen these days, you’re most likely buying a Smart TV. > FASTS | Free ad-supported streaming services are, well, streaming services that have users watch ads rather than requiring a subscription.