Advanced TV
Advanced TV is the connection of the classic TV set to the Internet. The functions known from the Internet are thus also available on the television. This offers advertisers new interactive advertising opportunities: After the - interactively designed - TV commercial is played, the viewer can be directed to the company website or a landing page with special offers, for example.
Connected TV has long since conquered its place in the living room. Internet-enabled TV sets are conquering living rooms and are widely used in households (66%), with men having a higher ownership rate (71%) than women (61%). 91% of devices are also connected to the Internet. Regular and daily use are at a consistently high level, with the use of the app and VOD add-on functions in particular increasing in the DACH region. In addition to the consistently high awareness and use of connected TV (CTV), i.e. TV sets that are either connected to the internet themselves or via an additional device, an increase in advertising perception and acceptance was also noticeable*.
The best of both worlds:
We offer you various eye-catching placements on Smart TV that are already familiar from the online world. Be inspired by our offer and give potential consumers a unique brand experience. We will be happy to advise you.
* Study "Advanced TV: Advertising on connected TV is becoming increasingly effective." (2024)
Advantages of Advanced TV advertising
- Exclusive brand experience on the big screen
- Non-competitive environments
- 100% Viewability & 100% Brand Safety
- Known advertising formats & targeting criteria from the online world
- Advertising impact in a lean-back atmosphere
Q&A TO ADVANCED TV
What is Connected TV?
Connected TVs, also known as CTVs, are televisions that are connected to the internet via additional devices such as Blu-ray players, streaming boxes or sticks and
games consoles, as well as smart TVs that already have an integrated internet function.
What are CTV Channels?
CTV Channels are digital channels or broadcasters that provide live or on-demand content - via apps or OTT (over-the-top) services - for streaming on CTV devices.
What are FAST channels?
FAST Channels (Free Ad-Supported Streaming TVServices) are free, ad-supported streaming channels available on CTV platforms. They offer a wide range of linear programmed content from different genres and categories, including movies, series, news, sports and more, from a variety of different content providers.
What are CTV Ads?
CTV ads are display areas in the user interface of smart TV sets.
According to our Goldbach Advanced TV study, 82% of respondents access CTV via their smart TV set. Around half of those surveyed start their TV usage on the provider's user interface. Streaming apps, TV channel apps and web TV apps are still the most popular applications and are used for an average of 2.5 hours a day. At 2:51 hours, the 16-29 year-olds surveyed stated that they spend significantly more time on the additional functions than on the linear TV program (2:18 hours).
What is OTT?
OTT (over-the-top content) refers to the transmission of video and audio content via Internet access without an Internet service provider being involved in the control or distribution of the content.
What does TV Everywhere mean?
Internet-based TV offering of live and streaming services via multiple devices, such as TV big screen, tablet, notebook (PC) and cell phone.
What does Addressable TV actually mean?
Addressable TV is a model of advanced TV. In this model, advertising messages can be broadcast to specific viewers and target groups on linear TV channels.
Dynamic Ad Insertion makes it possible to replace the advertising block of live linear television shown in the TV stream with target group-specific advertising content
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