In 2004 ‘TV’ meant TV in the sense of traditional broadcast, cable and satellite channels
Fast forward to 2024 and ‘TV’ is a lot more complex. It now encompasses a dynamic mix of these channels, as well as on-demand and digital streaming services, each with its unique set of platforms and viewing habits. Buzzwords like AVOD (Ad-Supported Video on Demand), FAST (Free Ad-Supporting Streaming TV), CTV (Connected TV), and OTT (Over-the-Top) have entered the mainstream advertising vocabulary, adding layers of additional complexity to advertisers’ and media planners’ workflows.
Unlocking the full potential of this shifting landscape demands embracing new ad spaces and understanding the distinct attributes of each platform. Despite its exponential growth, advertising on ‘TV’ still faces significant challenges around establishing transparency, measurement and a cohesive strategy. As the range of platforms, technologies, and acronyms expands, it reveals a fragmented system full of disjointed metrics and conflicting formats. The reality is that while today’s viewers increasingly favour on-demand content, advertisers have difficulty accessing clear insights into the performance of their campaigns.
This issue is further exacerbated by the siloed nature of many media teams. For example, often those responsible for CTV sit within the digital team, at arm’s length from those leading on linear TV, so the latter doesn’t have immediate access to the former’s expertise. This isolated work hinders the development of impactful, unified campaigns. Without a cohesive, integrated strategy, brands risk falling behind their competitors in this rapidly evolving space.
One source of ‘TV’ truth
So, what’s the fix? Advertisers need expertise democratised across teams, tying together the diverse media approaches that TV now offers into a unified strategy with consistent messaging, and helping them embrace the latest TV advertising innovations. This is where dedicated strategic leadership can really change the game.
Qualified enough to be able to understand the whole TV industry, from FAST all the way to traditional linear, a TV-savvy co-ordinator or team can serve as the central knowledge point for all things related to TV advertising and direct efforts. This includes fostering cross-organisation collaboration and creating opportunities for innovation that might otherwise go unrealised.
By breaking down the existing silos and encouraging an integrated approach to media planning and execution, brands can gain clarity on CTV and OTT responsibilities, ensuring that every TV-related effort is efficient and effective.
Moving brands towards leveraging the latest technologies
Many ads on streaming platforms today still feel bland and untargeted, reminiscent of the broad, generic ads that once were. With a centralised approach, brands will be able to harness the latest audience insights and refine targeting strategy. The outcome? More relevant ads, which improve the viewer experience and significantly boost ad performance.
Moreover, they can future-proof advertising strategies and champion the use of emerging technologies. This includes enhancing data-sharing capabilities and improving identity resolution, allowing brands to gain a more complete and unified view of customer interactions.
Preparing for tomorrow’s TV advertising
TV planning today needs to be considered from the perspectives of linear TV, addressable TV, and CTV and how they interact. By embracing a holistic approach to audience targeting, media planning, and technology utilisation, brands can maximise their reach and relevance today and in the future.
As we look toward 2025 and beyond, the brands that will succeed in this space are those willing to embrace strategic and agile leadership. This will unlock the potential of emerging TV technologies and make the most of the unprecedented opportunities that lie ahead.
Featured image: Glenn Carstens-Peters / Unsplash