Page 14 - AdNews April 2020
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                               What advertisers need to know in the age of Advanced TV
A key to future growth of advanced TV will be evolved measurement standards. By Mark Serhan, senior account director, Xandr
Advanced TV services are on the rise, shifting consumer view- ing habits and ad spend.
Streaming services like Apple TV+ and Disney+ have launched glob- ally, and we’ve seen more local con- tent in Australia from the likes of Foxtel’s Kayo Sports and Nine’s Stan. These new offerings have grabbed the attention of audiences who are willing to expand their subscriptions beyond those already established, like Netflix and Amazon Prime.
With over 11 million Australian Netf lix subscribers* and 31% growth of streaming video on demand (SVOD) services last year*, all signs point to continued momen- tum in the sector. This means con- sumers will only become more accustomed to ad-free content, presenting a real challenge for brands trying to reach viewers.
Advertisers need to feel confi- dent that ad spend is enabling them to meet business goals as they aim to connect with consum- ers across media types that are deemed premium, brand safe, viewable, and fraud-free. But using data at scale across services is get- ting harder, not easier. Marketers need brand safety and viewability to pinpoint where their marketing efforts are most effective, and tie media exposure to true KPIs.
So, what exactly do advertis- ers need to consider in order to meet their business goals in the age of Advanced TV? We have broken it down.
What does Advanced
TV mean?
Based on what we’re seeing in the landscape today, it’s clear that the future of TV will be a mix of paid-for and ad-funded TV services con- sumed on a variety of devices. While still in early stages, programmatic delivery of Advanced TV advertis- ing, in which tailored ads are auto- matically bought and displayed to audiences, will mature and drive the growth of ad-funded TV.
Key to future growth of Advanced TV will be evolved meas- urement standards that link linear TV and digital offerings – something OzTAM’s VOZ is seeking to achieve combining linear TV and broadcast video on demand (BVOD). Similarly, telecoms businesses and smart TV manufacturers will play a large role in the Advanced TV ecosystem, as their data will be essential for adver- tisers’ understanding of their cam- paign performance.
While periods of transformation can bring uncertainty, as long as global markets continue to adopt the right technology and take advantage of the opportunities pre- sented by new consumer touch- points, the future heralds a golden age of cross-screen advertising.
in partnership with
   The future heralds a golden age
of crossscreen advertising.
There is often confusion associ- ated with content delivery mod- els beyond traditional “linear” TV. Advanced TV encompasses several formats, with key terms including:
• Addressable advertising: serv- ing ads to specific households based on demographic data
• Over-the-top (OTT): TV-like video content delivered over the internet, bypassing the TV infrastructure
• Connected TV (CTV): a device delivering content via an internet connection, like streaming devices and gaming consoles
• Data-Driven Linear (DDL) TV advertising: ads delivered based on insights from set-top TV boxes
Several factors are critical to advertisers reaching their target audiences across screens and at scale: technology that provides high-fidelity audience segments, access to premium content, and a trusted platform infrastructure.
What does the
future hold?
Sources: *Roy Morgan Pay TV and Subscription Video on Demand (SVOD) research 2019
*PwC Entertainment and Media Outlook 2019 - 2023
How can advertisers
prepare for it?

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