Once home, we continue our programmatic journey in front of the TV. Digitization has reached the classic TV screen with the new media genre of Advanced TV. More than 84% of viewers are familiar with advanced TV from their private TV consumption behavior, according to a study conducted by Goldbach this year.

Advanced TV refers to various forms of streaming TV content that is not transmitted via a broadcast, cable or satellite connection, but instead is transmitted on a TV set using the Internet Protocol (IP).

The media genre Advanced TV is thus the collective term for various forms of IP-based TV use such as Connected TV (CTV), Smart TV, Over-the-top Content (OTT) and Addressable TV (ATV).

Last but not least, advertising acceptance is also on the rise according to the study conducted by Goldbach in spring 2021: 42% of Connected TV users have already noticed advertising in the Connected TV environment. In particular, under-50s and male users show a higher advertising awareness. 75% of respondents have a positive attitude towards free advertising-financed content.

Connected TV

Connected TV has become an integral part of TV viewing habits and has established itself as a complementary offering to traditional TV.

Streaming content is consumed both via IPTV channels and via (smart) TV apps or OTT platforms.

Goldbach works here with both the well-known TV manufacturers Samsung, LG and Philips as well as with TV app providers waipu.tv, Rakuten TV and Pluto TV as well as with web video and TV broadcasters. The portfolio includes over 150 channels with a variety of genres and program colors such as Bild TV, Focus TV, Gronkh, Just Cooking, Marco Polo TV, MOTORVISION TV, Rocket Beans TV and many more. These so-called FAST (Free Ad-supported Streaming TV) channels are aimed at viewers who demonstrate a high level of involvement and interest.

These special interest target groups can be defined by various criteria according to viewing habits (including streamers or digital TV viewers), age segments (such as digital natives), or interests (such as gaming, sports, news, or culture), offering advertisers a high variety and quality of advertising environments.

How does Connected TV advertising work?

The functional principle of advertising playout on Connected TV works according to a similar logic as classic TV. Within a video stream there are advertising interruptions by digital TV spots.

Connected TV advertising thus combines the strengths of the digital world with the advantages of classic TV:

• Digital fullscreen advertising on the Big (TV) Screen.
• Brand safe environments
• Non-skippable video advertising
• Advertising messages with sound
• Measurability (= contact-based targeting)
• Addressability (= target group-specific targeting)

Programmatic video advertising on TV?

In addition to the possibility of classic booking, the Goldbach CTV media inventory can also be handled via programmatic advertising, so that the media spaces can be planned, booked and controlled automatically. Using the Supply Side Platform (SSP), we offer the inventory of publishers and content owners across the board. Advertisers or agencies use a corresponding demand side platform (DSP) to decide which impressions they want to buy and at what price.

Attention-grabbing campaign playout thanks to Advanced TV

Advanced TV can be used to generate above-average attention for brands. The HOME24 case clearly demonstrates this: a TV spot geared to brand awareness achieved a view-through rate (VTR) of 92% thanks to optimized, geo-based targeting. Minimized wastage, maximum budget efficiency and high awareness included.