TV and digital media consumption are on the rise, particularly right now as social distancing and self-isolation takes hold across the country. Advanced TV, which has been steadily growing in popularity for the past few years, is well poised to help consumers fill their time and escape from topics like COVID-19 and the 2020 election by watching what they want, when and where they want it. That’s the consumer-centric offering of advanced, non-linear TV, which is expected to be in nearly half (43.5%) of U.S. households by 2023.
As a healthcare marketer, have you incorporated advanced TV advertising into your media mix? If not, it’s time to get started. I discuss the benefits of advanced TV advertising in detail in this blog post, and I encourage everyone to read it if you’re interested in learning more about how to protect your share of voice in the hyper-crowded ad spaces of 2020. But first, if you could use a breakdown of the basics of advanced TV advertising options, this is the blog for you.
So, what exactly is Advanced TV?
According to the Interactive Advertising Bureau, advanced TV is, “any television content that has evolved beyond traditional, linear television delivery models.” Compliments of our digital media partners at Goodway Group, the following information provides a good overview of the various types:
Example: A viewer watching television through a Roku device sees your commercial on the HGTV streaming app.
- Connected TV ads are served on televisions via over-the-top devices (Netflix, Amazon Prime, YouTube, Hulu, Roku, Apple TV, etc.)
- They are also served on smart TV apps and gaming consoles
- As the most evolved inventory in the advanced TV ecosystem, Connected TV offers broad reach alongside highly sophisticated audience targeting capabilities
Example: User accessing her Hulu account from a tablet sees your commercial while watching The Hunger Games.
- These ads play on streaming apps created by TV networks, which require a login to access
- The ads are only shown on mobile, tablets and desktop devices.
- Generally skewing to a younger audience
- Tracking is available on cookie-enabled devices, making this a particularly good tactic if you have click or activity goals
Video on Demand
Example: A viewer with a Comcast set-top cable box sees your commercial while watching an on-demand episode of Chopped on the Food Network.
- These ads are shown during on-demand viewings via set-top box apps through a cable or satellite provider
- The ads are only shown on a television, and they complement your linear TV buy by extending reach to other audiences
Example: Viewer watching the latest episode of This Is Us live on their television sees your commercial because it was purchased through a programmatic platform.
- This type involves linear inventory that can be purchased programmatically and served during live programming
- These ads are only shown on televisions, and are limited to national campaigns only
- With the largest scale, programmatic TV is a great fit for brand awareness campaigns seeking national exposure
From highly engaged audiences to data-driven optimization tools and a heightened ability to reach key audiences where they live, work and play, there are many reasons why advanced TV advertising increased 276% from 2017 to 2020. The steady, ongoing rise in advanced TV spends by TV advertisers further reflects a healthy overall sense of optimism and satisfaction with ad performance on these platforms.
About the Author
Julie Amor, MHA, President and Chief Strategy Officer for Dobies Health Marketing, has 30 years of experience elevating healthcare brands. Share your thoughts with her by tweeting @DobiesGroup, connecting with us on LinkedIn, or by commenting on our Facebook page.