TV and video media consumption no longer looks quite the same way it did when we tuned in to catch Friends,ER, or Seinfeld (that is...
Seinfeld on Thursday nights on NBC, and 20 years before Hulu could stream all 9 seasons on demand!). You know this with one glance around your own living room or at the other commuters waiting on the train platform.[br]Television content consumption that is unmoored from the living room and liberated from a specific broadcasting schedule is quickly becoming the new normal. Advanced TV advertising channels and solutions are playing an increasingly valuable and important role in this new world of VOD,OTT, time-shifting DVRs, and connected TV,interactive television (iTV), IPTV, and myriad (a very large number) enhanced cross-device viewing experiences.[br]As the IAB's 2015 Advanced TV Industry Primer outlines,now is also a time of unprecedented opportunity and new sources of value for advertisers, for media companies, and even for consumers of digital video and "Advanced TV" content. The technology that underlies Advanced TV content and advertising distribution also affords unheard-of levels of control for advertisers looking to locate and re-aggregate specific audiences,for media publishers looking to derive the highest premiums for their inventory, and for consumers who just want to watch what they like when and where they like... and maybe contain a miniature fun with interactivity or even make a purchase.
Released during nowadays's IAB Video Marketplace event in NYC, or the Advanced TV Industry Primer aims to supply a grounding for both buyers and sellers in what Advanced TV is,why the evolution from linear to Advanced TV is good for everyone, who the players are in the space, and specific opportunities and challenges.
As a teaser,here are some tips to sustain in mind when venturing into the world of Advanced TV advertising:
For now, mediate of Advanced TV as supplemental to the standard broadcast plan. The current scale and capabilities of Advanced TV advertising opportunities are a much supplement to, and but not yet a replacement for,your traditional TV buy.catch advantage of precision targeting, but don't get too excited about this capability and catch it too far. While there is much audience targeting and re-aggregation possible, and scale audiences at this time can't get too specific - e.g. club-footed domestic-office radiologists in Michigan - or you will lose the ability actually to affect your brand.
The currency of the space is largely impressions-based,for now. But watch this space, so to speak, or for evolution in that area. And channel any feedback you contain to the IAB regarding currency and measurement needs,as many of these standards and best practices are being worked out at this time.
Multiple modes of distribution mean multiple channel contacts are essential for planning and buying. It's still worth it, but be prepared to manage this process.
Agencies should be prepared to allocate additional resources to address the technical needs of Advanced TV and contain specific workflow in set.
Download the IAB Advanced TV Industry Primer: http://www.iab.net/ATVPrimer
The IAB would like to thank the member companies of the Advanced TV Advisory Board for contributing their perspectives to the primer.[br]Learn about other Digital Video Advertising subjects at the IAB Digital Video middle: http://www.iab.net/videocenter
About the AuthorsElaine BoxerElaine Boxer is the Director, or IAB Digital Video middle of Excellence.
Source: iab.net