Advanced TV conquers the living room

Advanced TV refers to the various streaming options for (TV) content on the big screen using the internet. Advanced TV uses technology and data to provide personalized content, targeted advertising and interactive features. This means that you can see exactly the content that is of interest to you and advertising that is tailored to your interests. This opens up exciting new opportunities for advertisers.

Our Advanced TV offering is divided into different networks:

Using the Connected TV Network, online videos that have already been produced can be broadcast on the TV screen without any additional effort.

Addressable TV Ads enable the delivery of advertising on the big screen even without a commercial.

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
  • Supplementary target group to TV

Explanation of terms: Advanced TV, Connected TV and Addressable TV

Advanced TV

Advanced TV refers to various forms of streaming TV content that is not transmitted via a broadcast, cable or satellite connection, but rather via the Internet protocol on a television. Two of the advertising options are Connected TV and Addressable TV.

Connected TV (CTV)

Connected TV is a product in which advertising messages can be broadcast on TV sets with an Internet connection within streaming apps.

> To the Connected TV product

Addressable TV (ATV)

Addressable TV is a product that allows advertising messages to be broadcast to specific target groups on linear TV.

> To the product Addressable TV

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Are you interested?

If you would like to find out more about the possibilities in the Advanced TV sector, simply contact us.

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Mickaël Bonenti
Digital Network Lead Romandie
Goldbach Audience AG - Lausanne
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Goldbach Audience AG
Lausanne
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Christian Civiello
Key Account Manager
Goldbach Audience AG - Küsnacht
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Goldbach Audience AG
Küsnacht
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Svenja Dietrich
Key Account Manager
Goldbach Audience AG - Küsnacht
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Goldbach Audience AG
Küsnacht
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Chiara Pucci
Key Account Manager
Goldbach Audience AG - Küsnacht
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Goldbach Audience AG
Küsnacht
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Rahel Schneider
Head of strategic Sales / Dep. Director Agency Sales
Goldbach Audience AG - Küsnacht
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Goldbach Audience AG
Küsnacht
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Gentiana Pllana
Key Account Manager
Goldbach Audience AG - Küsnacht
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Goldbach Audience AG
Küsnacht
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Giuseppe Taormina
Sales Account Manager
Goldbach Audience AG - Küsnacht
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Goldbach Audience AG
Küsnacht
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Roman Auer
Head of Sales / Dep. Sales Director
Goldbach Audience AG - Küsnacht
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Goldbach Audience AG
Küsnacht
Manuel Trüb
Manuel Trüb
Partner & Product Manager
Goldbach Audience AG - Küsnacht
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Goldbach Audience AG
Küsnacht

FAQ about Advanced TV

What is Advanced TV and how does it differ from traditional television?

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.

What advantages does Advanced TV offer advertisers?

Advanced TV offers advertisers an innovative solution for dealing with changing 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.

How can targeting and personalization be used in Advanced TV to improve the target group approach?

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.

How can the target group approach on Connected TVs be improved and which metrics help to provide information about performance?

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.

What prejudices does the market face when implementing advanced TV advertising campaigns?
  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 found that ⅔ of consumers of paid apps are willing to accept advertising if they receive the content for free in return
  3. Advertising is annoying: but 65% of users are receptive to CTV advertising and streaming environments
  4. No data-driven targeting possible: However, thanks to environment, time or geo-targeting, users can be addressed individually and picked up in the right context
How is the Advanced TV market developing and what trends can we expect in the future?

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, as well as 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.

What best practices should advertisers follow to run successful Advanced TV advertising campaigns?

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%).

More about our Advanced TV advertising opportunities

Would you like to find out more about all our Advanced TV products?