Advanced TV: The big three.
Advanced TV covers three types of TV targeting: linear, connected, and addressable. Use a combination of the three in your media mix to help you better understand who your customers are and how you can reach them in the most efficient way.
1. Linear TV consists of scheduled broadcasts delivered over the air or through cable and satellite.
This is traditional TV as we know it. Times and channels are fixed, and if you’re not home by 7pm, you miss the evening news. Although younger audiences, including millennials, are watching less linear TV, they still prefer the living room screen for live sporting events, original content, and niche programming, making linear TV a strong contender for advertisers who want to reach this audience.
2. Addressable TV allows you to deliver specific ads to specific households in real time using set-top-box data, which provides advertisers with information on household buying habits.
Using set-top-box data, media buyers can send different ads to different households, even though they’re watching the same show. This means you can send an ad for the latest minivan to a soccer mom in one house, while delivering an ad for a home improvement store to the handyman next door.
3. Connected TV consists of any type of TV that can be connected to the Internet and can stream digital video at a viewer’s convenience. Also known as streaming TV, connected TV is a subset of over-the-top (OTT), which includes apps and services that don’t require subscriptions to traditional cable or pay-TV service.
According to Nielsen, more than a quarter of all TV homes have at least two devices that can stream to a TV screen. This includes multimedia devices like Apple TV, Amazon Fire TV, Google Chromecast, and Roku, as well as game consoles and Smart TVs. Since these connected audiences tend to be young, employed, and affluent, they’re particularly appealing to advertisers, adds Nielsen.