Tuesday, May 31, 2022

CTV vs OTT vs Addressable TV vs Linear TV vs Non-Linear TV

Connected TV

Connected TV, or CTV, refers to any TV that can be connected to the internet. CTV is an internet-connected device a customer uses to watch TV/video content online. It could be a smart TV, gaming console, or some other sort of internet-connected device. CTV includes household and device-specific targeting capabilities.




OTT [Over-the-top]


OTT stands for “Over The Top” and refers to any streaming service that delivers content over the internet. 


OTT is a common term used for gadgets and services that are used to stream videos, ads, and other digital content to the television (or computer, smartphones, and tablets/ipads). These devices are known as OTT devices and are the medium through which the streaming process happens.


The rise of Connected TV [CTV] and OTT [Over the top] has led to the phenomenon known as “cord-cutting,” which is the growing trend of customers canceling their traditional cable and satellite subscriptions in favor of only using these streaming or VOD formats. 


Addressable TV


Addressable TV works very differently from traditional TV advertising. Instead of selecting a network or program to advertise on, you select the household that you want to see your ads. You can choose your audience based on geographic location, demographics, or viewing habits.

Linear TV

Linear TV refers to a classic system when a viewer watches a scheduled TV program when it airs on its original channel. The viewer can watch content through an antenna or by paying for a cable or satellite subscription

Non-linear TV

These ads are overlaying the video content. Non-linear media is a form of audiovisual media that can be interacted with by the viewer, such as by selecting television shows to watch through a video on demand type service, by playing a video game, by clicking through a website, or by interacting through social media.

Nonlinear ads appear alongside video content, running concurrently without disrupting content playback. While we focus here on video ads, these can also take the form of text or overlays deployed directly over the main content stream, product placements within the content video itself, and so on



Addressable TV - ATV Advertising

Addressable TV is different than normal TV. Ads are targeted based on household-level data and segmentation to serve ads during TV programming. You used to see cereal ads in the morning while watching the morning news. 

Addressable TV is the ability to serve different ad content to different audience segments watching the same TV program on IPTV set-top boxes or connected TV sets, based on specific audience targeting.

With addressable TV, you and your friend could both be watching the morning news on the same channel.  However, your TV shows you an ad for mobile, because you have been searching for new mobile in online. While your neighbor is served an ad for Movie tickets based on their online and offline data.




Why is TV addressable?

Image result for addressable tv benefits

Addressable TV advertising is the ability to show different ads to different households while they are watching the same program. With the help of addressable advertising, advertisers can move beyond large-scale traditional TV ad buys, to focus on relevance and impact.

Addressable tv benefits

Addressable TV takes the tons of data that TV content providers collect and grants advertisers access to much more specific audiences. Demographic, geographic, behavioral and more complex data-matching through satellite, cable and IPTV delivery systems are just some of the ways targeting can be drastically improved.

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