A user’s guide to advanced TV jargon
“The majority of the folks in the industry do not understand the terms very well,” said Dave Morgan, CEO of Simulmedia, a TV ad-targeting firm. “The specialists understand them. But I think a lot of people try to connect themselves to terms that don’t fit very well because [the buzzwords] are hot.”
Programmatic TV, addressable TV and connected TV are regularly used interchangeably, even though each word refers to specific aspects within the umbrella category of advanced TV. Here’s a guide to what these terms mean.
While programmatic TV is often used as a catch-all phrase for any TV initiative that’s data-driven, the way it is used by advanced-TV specialists is usually more specific.
Programmatic TV is where advertisers use demand-side platforms to automate the buying of TV inventory, said Stacy Daft, gm of enterprise business development at video ad firm Videology. The idea is that automating TV ad buying will make ad buying more efficient. Since DSPs have audience data, these platforms can help advertisers target specific categories of users, which brings us to our next buzzword.
Essentially, addressable TV involves delivering different ads to different people who are watching the same show. Addressable TV ads are delivered through set-top boxes from multichannel video programming distributors, and they bring TV ads more in line with the types of ad targeting that are seen online, said Todd Gordon, Adobe’s programmatic TV director.
Another similar term that’s gaining popularity is “audience-based TV.” Instead of relying on traditional measurement firms like Nielsen, audience-based buyers use digital data from data-management platforms to target TV viewers.
Regardless, a connected TV is a TV screen linked to the internet to stream video. Smart TVs are an example of this since they can connect to the internet and allow users to browse apps on their TVs. But even ordinary TVs fall into this bucket when users hook up their screens to Rokus, Google Chromecasts, Blu-ray players or video game consoles that bring the internet to their TV screens, Daft said.
“We have this weird soup of different permutations of the content, delivery mechanism and the device,” Morgan said. “It makes it very difficult linguistically, which makes it difficult when you get into the ad purchase model.”
It took a global pandemic, but Facebook Live is back in favor
With people at various levels of lockdown, Facebook Live has gone from being a back-up way to being at events to being one of the only ways during the pandemic.
‘Be helpful’: How marketers are adapting their messaging to a fraught environment
Using that tactic -- fostering a sense of community with some version of “we’re in this together” and making explicit how big businesses are trying to help -- is common in the new advertising.
‘Right thing to do at the right time’: The definitive oral history of Hyundai’s assurance program
Here’s the story of how the Hyundai Assurance came to be and how it was revived in recent weeks.
SponsoredAs cookies vanish, publishers are using new authentication strategies
Up to 40 percent of browser inventory is already cookieless, giving publishers, marketers and their technology partners an opportunity to build a new and better digital ecosystem.
Member ExclusiveFinance is the new creative: Balance-sheet crunch leads ad and media businesses to seek new liquidity avenues
This is the second of a weekly column about the big changes and challenges facing media and marketing leaders. Be sure to join Digiday+, our membership program, to get access to this column and all Digiday articles, research and more. First came the shock. Then came the bills. Eager to maintain positive free cash flow […]
Ad-buying agencies are cozying up to SSPs, creating more transparency questions
After exerting their buying power and influence over other ad tech vendors, the holding groups are coming for supply-side platforms.