Advanced TV
Advanced TV is the connection of the classic TV set to the Internet. The functions familiar from the Internet are thus also available on the TV. This offers advertisers new interactive advertising opportunities: After the TV commercial - which is designed to be interactive - has been played, the viewer can be taken to the company website or a landing page with special offers, for example.
Connected TV has long since conquered its place in the living room. More than 75% of all DACH households have at least one Internet-capable TV set. 90% of the devices are also connected to the Internet. Regular and daily usage are at a constantly high level, and the use of app and VOD add-on functions in particular is increasing in the DACH region. Advertising in the Connected TV area is effective and activates.*
The best of both worlds:
We offer you different attention-grabbing placements on Smart TV that are already familiar from the online world. Let our offer inspire you and enable potential consumers to have a unique brand experience. We will be happy to advise you.
* Study "Advanced TV: Connected TV is here to stay." (2023)
Advantages of Advanced TV Advertising
- Exclusive brand experience on the big screen
- Non-competitive environments
- 100% Viewability & 100% Brand Safety
- Known advertising formats & targeting criteria from the online world
- Advertising effect in lean back atmosphere
Q&A TO ADVANCED TV
What is Connected TV?
Connected TVs, also known as CTVs, are TVs that are connected to the Internet either 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 function.
What are CTV Channels?
CTV Channels are digital channels or broadcasters that make live or on-demand content - via apps or OTT (over-the-top) services - available to stream on CTV devices.
What are FAST Channels?
FAST Channels (Free Ad-Supported Streaming TVServices) are free, ad-supportedstreaming channels available through CTV platforms. They offer a wide range of linear programmed content from various genres and categories, including movies, series, news, sports and more, from a variety of different content providers.
What are CTV Ads?
CTV Ads are display areas in the user interface of Smart TV devices.
According to our Goldbach Advanced TV study, 82% of respondents access CTV via the smart TV device. Approximately half of the respondents start TV usage on the provider's user interface. Streaming apps, TV channel apps and web TV apps remain the most popular applications and are used for an average of 2.5 hrs. daily. At 2:51 hrs, respondents aged 16-29 say they spend significantly more time in the additional functions than in the linear TV program (2:18 hrs).
What is meant by OTT?
OTT (over-the-top content) is the transmission of video and audio content over Internet access points without an Internet service provider being involved in the control or distribution of the content.
What does TV Everywhere mean?
Internet-based TV offering of live and streaming services via multiple devices, such as TV big screen, tablet, notebook (PC) and cell phone.
What does Addressable TV actually mean?
Addressable TV is a model of advanced TV. In this model, advertising messages can be broadcast specifically to viewers and target groups on linear TV stations.