Buzzwords explained simply: Advanced TV
The connection of TV sets to the Internet, streaming devices and game consoles is no longer a marginal phenomenon, but part of our viewing habits. This is also confirmed by various studies. At the same time, this development opens up new and different opportunities for advertisers and agencies. In our glossary on Advanced TV, we provide a brief overview of the new terms associated with it.
What do we mean by?
Advanced TV refers to various forms of streaming TV content that is not transmitted via a broadcast, cable or satellite connection, but instead is broadcast on a TV using the Internet Protocol.
Connected TV (CTV)
CTVs are TVs that are connected to the Internet either via additional devices such as Blu-ray players, streaming boxes or sticks, and game consoles, as well as Smart TVs that already have an integrated Internet function.
Smart TV, sometimes hybrid TV, is the term used for Connected TV devices that already have an integrated Internet function and can be used to access a variety of interactive features as well as web-based content.
Smart TV Apps...
Smart TV Apps are applications that are installed on the Smart TV. Additional content such as media libraries, streaming platforms can be accessed via these apps.
And how does it actually work?
Menu of the Smart TV device
The menu of the Smart TV device is part of the interface with the help of which the user can navigate through the various functions and content. Within the menu, there are, among other things, feed surfaces that guide the user to linear TV content and streaming-based content in the form of apps. With many manufacturers, the selection of displayed content and feed surfaces can be arranged according to the user's preferences.
Streaming is the retrieval of media content (movies, music, series, ...) on devices without downloading the content.
Over the Top (OTT)
The term over-the-top content (OTT) refers to video content that is delivered over an Internet connection rather than through a cable or satellite provider. This content can be accessed via Internet-enabled devices such as laptops, tablets, and Connected TV. This can be both live stream and on-demand content.
Video on Demand (VOD)
VOD is an online video retrieval service that enables content to be accessed at any time. Movies, series, etc. from online media libraries can be accessed via streaming services, apps or the Internet. The term Video on Demand is divided into the forms AVoD (Advertising Video on Demand), SVoD (Subscription Video on Demand), BVoD (Broadcast Video on Demand) and TVoD (Transactional Video on Demand).
AVoD (Advertising Video on Demand)
Advertising Video on Demand is a business model that is financed exclusively by advertising. The content can be offered free of charge thanks to the advertising revenues. The advertising messages are placed by means of pre-, mid- and post-rolls.
FAST Channel (Free Ad-Supported Streaming TV Services)
FAST is an acronym that stands for free ad-supported streaming TV services.
Essentially, it is live TV streaming without a subscription. FAST channels extend the service of traditional linear TV channels (such as cable satellite TV) to Internet-connected devices, such as CTV. By dynamically inserting advertising into commercial breaks, FAST channels are able to provide these streaming services at no cost to the viewer, unlike a subscription model.
What is the difference between AVoD and FAST, and what are the benefits?
AVoD stands for ad-supported video-on-demand.
It is VoD content that is funded with advertising instead of a subscription.
FAST is basically the same thing, except it's ad-supported live TV content rather than ad-supported on-demand content.
In short, AVoD and FAST have the same purpose, but for different types of content.
Both use advertising to monetize inventory, eliminating the need for a costly subscription, which also helps limit viewer subscription fatigue.
SVoD (Subscription Video on Demand)
Subscription Video on Demand is a form of video on demand where videos can be accessed without restriction via streaming in exchange for a monthly or annual payment from the user. In other words, a subscription is taken out.
BVoD (Broadcast Video on Demand)
Broadcast Video on Demand describes the video-on-demand offerings of TV broadcasters. This includes media libraries of public TV stations and video on demand offerings from private broadcasting groups.
TVoD (Transactional Video on Demand)
Transactional Video on Demand is the opposite of subscriptions. There are no monthly obligations, but the user pays for each individual retrieval of the content for use over a defined period of time.
Hybrid Broadcast Broadband TV (HbbTV)
HbbTV is a technical standard that makes it possible to combine linear television with digital advertising. The prerequisite for reception is an HbbTV-enabled terminal connected to the Internet.
What advertising options are available?
Connected TV Ads
Connected TV Ads are display and video advertising spaces on smart TVs. The advertising spaces are manufacturer-specific and appear in the menus of the Smart TV devices.
Connected TV Spots
Connected TV Spots are digital advertising videos that are technically created within an IPTV channel by so-called Ad Stitching (DAI/DAS).
Dynamic Ad Insertion (DAI)
Via DAI, advertising videos are placed in the video stream of a CTV channel, before, in the middle or after a video content (pre-, mid- or post-roll). If the pre-roll is delayed and not delivered directly at the start of the content, we speak of a so-called delayed pre-roll.
Dynamic Ad Substitution (DAS)
DAS describes the replacement of existing TV advertising (entire commercial breaks or individual spots) in a linear stream with digital advertising videos.
Addressable TV (ATV)
Addressable TV is a model of Advanced TV. In this model, advertising messages can be specifically broadcast to specific viewers and target groups in the linear TV channel.
Automatic Content Recognition (ACR)
ACR is a technology that allows Internet-connected devices to recognize and identify what content is being played on them. This information is used for targeting purposes in order to play advertising to specific target groups.
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