Buzzwords simply explained
The connection of TV-devices to the Internet, to streaming-devices and game consoles is no longer a huge phenomenon, but part of our viewing habits. Various studies proved this already. At the same time, this development opens up new and different opportunities for advertisers and agencies. In our glossary on Advanced TV, we give a brief overview of the new terms.
What is meant by?
Advanced TV
Advanced TV refers to various forms of streaming of TV content that are not transmitted on a television via a radio, cable or satellite connection, but via the Internet protocol.
Connected TV (CTV)
CTVs are TVs that are either connected to the Internet 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 feature.
Smart TV
Smart TV, sometimes Hybrid TV, is the name for Connected TV devices that already have an integrated Internet feature that allow you to access a variety of interactive features and web-based content.
Smart TV Apps
Smart TV apps are applications that are installed on the Smart TV. These apps can be used to access other content such as media libraries or streaming platforms.
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 which the user can navigate through the various functions and contents. Within the menu there are feed surfaces that lead the user to linear TV content and streaming-based content in the form of apps. For many manufacturers, the selection of displayed content and feed surfaces can be compiled according to the preferences of the users.
Streaming
Streaming is the process of retrieving 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 and not through a cable or satellite provider. This content can be accessed via Internet-enabled devices such as laptop, tablet and connected TV. It can be both live stream and on-demand content.
Video on Demand (VOD)
VOD is an online video retrieval service that allows time-independent retrieval of content. Movies, series and more can be accessed from online libraries 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 through the advertising proceeds. The placement of the advertising messages is carried out by pre-, mid- and post-rolls.
SVoD (Subscription Video on Demand)
Subscription Video on Demand is a form of video on demand in which videos can be accessed without restriction via streaming for a monthly or annual payment of the user. This means that a subscription will be established.
BVoD (Broadcast Video on Demand)
Broadcast Video on Demand describes the Video on Demand offerings of TV stations. This includes media libraries of public television stations and video on demand services from private broadcaster 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 to use over a defined period of time.
Hybrid Broadcast Broadband TV (HbbTV)
HbbTV is a technical standard that creates the possibility to combine linear television with digitally played advertising. The prerequisite for reception is a HbbTV-enabled terminal connected to the Internet.
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.
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 are the advertising opportunities?
Smart TV Ads
Smart TV Ads are display and video advertising spaces on smart TVs. The advertising spaces are manufacturer-individual and appear in the menus of the Smart TV devices.
Connected TV Spots
Connected TV spots are digital promotional videos that are technically generated within an IPTV channel by so-called Ad Stitching (DAI/DAS).
Dynamic Ad Insertion (DAI)
Through DAI, promotional 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 to the start of the content, we are talking about a so-called Delayed Pre-Roll.
Addressable TV (ATV)
Addressable TV is a model of Advanced TV. In this model, advertising messages can be broadcast specifically on linear TV channels in a viewer-oriented and target-group-oriented manner.
Automatic Content Recognition (ACR)
ACR is a technology that allows Internet-connected devices to detect and identify what content is playing on them. This information is used for targeting purposes in order to target advertising precisely.
Dynamic Ad Substitution (DAS)
DAS describes replacing existing TV ads (whole advertising blocks or individual spots) in a linear stream with digital promotional videos.
