Advanced TV

• Changes in TV advertising strategy: How to deal with the new paradigm?
• The targeting capabilities of almost all digital channels have become more sophisticated. Today, we find different ways of consuming content: linear model, video on demand and streaming.

Beyond the exponential growth of content consumption on mobile devices with internet, at Normmal we believe in the premise that “advertising is always better on the big screen” and that’s why we continue to consider TV as a very important channel in our strategic communication recommendations to our clients.

Until recently, TV has dominated advertising revenues, but that is changing at a rapid pace. Digital TV has made an interesting leap in investment and for good reason.

The targeting capabilities of almost all digital channels have become more sophisticated, while traditional linear TV is largely the same as it was 20 years ago. Linear TV relies on basic demographic categories to target advertising.

As data becomes central to the new TV advertising paradigm, new “styles” of advanced TV have emerged. Today we find a variety of ways to consume content, be it free-to-air, pay-per-view, linear, video-on-demand or streaming.

This brings with it a greater diversity of choice in terms of target audience segmentation models and advertising formats available to advertisers and agencies. And a new complexity in the form of communication, requiring the development of a degree of specialisation.

Introducing Conexxa TV

That’s why at Normmal we have created Connexa TV, a special department with a team of experts well versed in the possibilities offered by this new TV, commonly known as Advanced TV.

And it is already very relevant. 71% of European viewers currently consume a combination of traditional TV and CTV content; CTV that is not limited by language and location restrictions in the same way as traditional programming.

The flexibility of CTV or connected TV meets the needs of today’s audiences who want to consume very specific content, in another language or on demand. From an advertising investment point of view, it is important to understand the concepts that Advanced TV encompasses, as this allows us to develop more precise strategies that optimise and adapt to digital channels and audiences.

And it is already very relevant. 71% of European viewers currently consume a combination of traditional TV and CTV content; CTV that is not limited by language and location restrictions in the same way as traditional programming.

The flexibility of CTV or connected TV meets the needs of today’s audiences who want to consume very specific content, in another language or on demand. From an advertising investment point of view, it is important to understand the concepts that Advanced TV encompasses, as this allows us to develop more precise strategies that optimise and adapt to digital channels and audiences.