Types of TV advertising

What are the different types of TV advertising?

Advanced TV includes all types of Non-traditional formats of TV viewing.

For e.g. Interactive TV, Connected TV, Smart TV & OTT (Over the top). The most common term is OTT, which comprises of:

Streaming devices - Apple TV, Android Tv, etc.

HDMI sticks - Chromecast, Roku, Fire stick

Smart TVs - TVs with Netflix or HBO Go.

Game consoles

DVR set-top boxes

Smart Blue-ray/DVD players

Advertising on these internet-enabled devices is more targeted.

Programmatic TV- Advanced TV with Ads purchased programmatically. Either thru streaming provider or Ad-network.

Addressable TV- More targetted ads shown to different households for the same program. Targeting on OTT is mostly done on a household level.

Models used for targeting:

High-index modeling- Ads decided based on viewership data for a particular show.

CrossDevice graph - Data from different devices in a household to create identifiers & target audience.

a) Probabilistic: Device type, location, time of day. The probability is benchmarked to get expected accuracy.

b) Deterministic: Login data for the consumer across devices

c) Look-alike modeling for finding a similar audience to build scale

SVOD - Subscription video on demand. Access to an entire library for a small recurring fee. Netflix, Hulu, HBO.

TVOD - Transactional video on demand. Pay-per-view basis. Charged per video. Google play or iTunes.

AVOD - Ad-based-video on demand. Here the content is free. Youtube.