For us, the term Advanced TV is a catch-all term. It encompasses many things and includes high indexed linear television such as The Voice where the lion’s share of audience watches in real time based on an appointment set by the network or station. But it can also mean connected TV, where you might use a smart TV or an app to watch water cooler content such as The Walking Dead. Advanced TV also refers to TV everywhere, which is the consumption of content on a device of your choosing, whether that be a smartphone in a sports arena or a tablet on an airplane. Going even further, it can mean addressable TV, where advertising is customized based upon the demographic and psychographic attributes of the viewer and their household, versus a scenario where everyone on your block receives the same ad during a particular television broadcast.
Given the complexity of today’s television ecosystem then, we believe it’s imperative that you understand the distinctions between these different terms, what they mean to you as an advertiser, and, perhaps most importantly, how each can benefit your marketing campaign and drive greater efficiencies amid a world of such vast fragmentation. There is no question it’s getting harder to find the right customers with your TV media buy. This is why we believe in data and why we make our focus not just about capturing eyeballs, but ensuring we are captivating an audience aligned with your specific message, products, and services.