IAB Guide to Digital Video Advertising (The New TV)

IAB’s guide to Digital Video Advertising (The New TV): Practical Advice from IAB For Cross-Platform Video Advertising as published here: https://video-guide.iab.com/new-tv

Over the decades, the ways audiences have consumed television have seen continuous and dramatic shifts, leading pundits to proclaim “TV is dead” or “TV is dying.” TV is not dying, but viewing habits are changing more quickly than ever.

The traditional notion of families across the country sitting down after dinner to watch a series of programs scheduled at 8, 9 and 10pm has fallen to the wayside. The TV universe— originally made up of a handful of networks broadcasting over public airwaves on a one to many basis—has been evolving over the decades.

The shift was initiated by the adoption of subscription cable from mid-70s to the 80s, followed by the arrival of the internet, digital television, and the proliferation of mobile and connected devices to which we’re all tethered.

Television content is now being consumed in more places than ever before. Under the umbrella term “Advanced TV” exists the digital off-springs of the broadcast era: Interactive TV (which may appear as digital overlays on top of linear TV commercials), Connected TV (CTV) / Over-the-Top (OTT) and Smart TVs, Linear Addressable TV—where ads targeted to specific households are inserted into live programming (i.e. DirecTV, Dish, Cablevision)—and Video-on-Demand Addressable—where dynamic ads are inserted into cable programs through the cable provider’s set-top box (ex: Comcast’s VOD).

Welcome to the new world of data-driven, addressable, accountable, and increasingly automated television where audience is as important as content and context.

The digital habits of millennials are influencing the industry like never before, which is responding by creating more individualized experiences that reflect the consumer’s expectation for a personalized on demand viewing.

With the leading streaming services (Amazon, Hulu, Netflix, etc.) now creating their own original shows, differentiated programming/content is becoming a critical competitive advantage. HBO’s Game of Thrones and House of Cards from Netflix are wildly popular among consumers and critics alike. In response to these new entrants, linear TV networks have begun to use over-the-top (OTT) distribution channels for their own content: This Is Us, an NBC show, is now streamed on Hulu, and Narcos, a Netflix original, now streams on Univision. Traditional TV has before it a great opportunity to continue its longstanding relevance and reinvent itself by capitalizing on the use of first and third party consumer and viewer data.

This guide from IAB details –

  • The State of the New TV Industry
  • OTT (Over-the-Top) / Streaming Services Defined
  • The OTT / Connected TV Opportunity
  • The OTT Ecosystem
  • OTT Challenges and Opportunities
  • Ad Targeting in OTT
  • Viewability for OTT / Connected TV
  • Buying and Selling / Transactional Models
  • Landscape: Linear TV Inventory Sources
  • Multichannel Video Programming Distributors (MVPDs)
  • Cord Cutters, Cord Nevers, and Broadband-Only Homes
  • Types of Advanced TV
  • Advanced TV advertising and targeting

And much more…

Download IAB’s full guide in PDF format from here.

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