Advanced TV conquers the living room

Advanced TV refers to the use of modern technologies and platforms in the television sector, such as connected TV (CTV), addressable TV (ATV), smart TV and over-the-top (OTT) streaming. In contrast to traditional linear television, advanced TV enables more targeted advertising and interactivity.

Advanced TV offers advertisers an innovative solution for dealing with changes in media usage behavior. Campaigns can be played out on popular streaming platforms using data-driven advertising targeting. The motto "Navigating is the new zapping" highlights the active role of viewers, who select their content themselves. Advanced TV extends the reach of traditional TV advertising, shows advertising within an innovative environment and at the same time opens up new, interactive advertising opportunities.

By leveraging data, advertisers can better understand and target their audiences by using demographic, geographic, behavioral and interest information to create personalized advertising messages and deliver them at the right time and place.

With the help of selected environments (men, women, kids, news and sports), which are created on the basis of channel content and channel genres, target groups can be addressed in greater depth. Time or geo-targeting can also be used to segment even more specifically.

1. Switch to mobile for advertising: This can be reduced, for example, by shorter ad breaks in streaming services.
2. AVoD not in focus: However, the share between ad-free and ad-financed apps is 50/50. In addition, this year's Goldbach Advanced TV study showed that ⅔ of consumers of paid apps are willing to accept advertising if they receive the content for free.
3. Advertising is annoying: but 65% of users are receptive to CTV advertising and streaming environments
4. No data-driven targeting possible: Thanks to environment, time or geo-targeting, users can be addressed individually and picked up in the right context.

The advanced TV market is growing continuously and is expected to continue to be driven by innovations in technology, increased partnerships between advertisers and content providers and the increased integration of data and artificial intelligence. In the long term, user data will offer the possibility of socio-demographic targeting in the Connected TV sector. As expected, more detailed tracking of KPIs will also be possible.

Best practices include selecting the right target groups, choosing the right medium, creating appealing and relevant advertising content for advanced TV, continuously optimizing campaigns and taking into account the constantly changing landscape of the advanced TV market. The latest Advanced TV study showed that awareness and use of CTV is above average among the young target group of 16-29-year-olds (73% awareness and 61% use), households with more than three people (76% and 63%) and households with children (77% and 66%).