Goodway Group, the programmatic partner agencies trust to drive campaign performance and media efficiency, has released a guide for marketers that aims to demystify the advanced TV sector. “Advanced TV: Why Bother? Defining the Advanced TV Landscape and Evaluating its Value for your Media Plan” gives marketers explanations and tips to help navigate buying TV advertising outside of traditional linear television.
Goodway’s guide helps marketers get a better understanding of the advanced TV sector by providing both an overview and best practices. Commonly used industry terms such as over-the-top (OTT), multichannel video programmatic distributor (MVPD) and TV everywhere (TVE) are defined. The guide also explains the top reasons why marketers should invest in the medium with tips on the most optimal ways to do so.
According to Goodway, the key benefits of advanced TV stem from its data and accuracy, which are unmatched with traditional advertising methods that are limited to targeting by age, program and broad geographic regions. The ability to target an audience based on more precise characteristics also helps marketers to understand their audiences better and to be more effective in future traditional TV advertising campaigns. Determining ROI for TV spend is also cited in the report as a main reason for why marketers should include it as part of their marketing mix.
“E-Marketer projects that 54% of the U.S. population will be watching some digital TV by 2019. It’s no longer an option for marketers to avoid advanced TV. The future of TV watching is here and marketers need to adapt to viewers’ new habits,” said Jay Friedman, COO, Goodway Group. “Yet, while mass consumer adoption has happened, we found that marketers are still not quite sure how to navigate the space or why they should. We created this guide to help marketers better understand all the confusing advanced TV jargon and categories, as well as to explain the unique benefits advanced TV has over linear TV.”
The guide can be downloaded here.