Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising
Major U.S. MVPDs including Comcast Advertising, Cox, DIRECTV Advertising, DISH Media, and others have announced unified guidance on Multiscreen TV Advertising Terminology. The initiative aims to standardize industry terms, focusing on 'multiscreen TV,' 'streaming,' and 'traditional TV.'
According to new research from Advertiser Perceptions, only 20% of advertisers report consistent terminology usage by their partners. The new lexicon defines streaming as video content delivered via internet connection, traditional TV as content delivered via wired cable, telco, satellite, or over-the-air distribution, and multiscreen TV for multiple TV/streaming endpoints.
The guidance clarifies that 'linear TV' differs from 'traditional TV,' as linear viewing can apply to both traditional and streaming formats. The initiative is supported by major industry players and the Video Advertising Bureau (VAB), aiming to simplify the increasingly complex TV advertising landscape.
I principali MVPD statunitensi, tra cui Comcast Advertising, Cox, DIRECTV Advertising, DISH Media e altri, hanno annunciato una guida unificata sulla Terminologia della Pubblicità Televisiva Multischermo. L'iniziativa mira a standardizzare i termini del settore, concentrandosi su 'TV multischermo', 'streaming' e 'TV tradizionale'.
Secondo una nuova ricerca di Advertiser Perceptions, solo il 20% degli inserzionisti riporta un uso coerente della terminologia da parte dei propri partner. Il nuovo lessico definisce lo streaming come contenuti video forniti tramite connessione internet, la TV tradizionale come contenuti trasmessi tramite cavo, telco, satellite o distribuzione via etere, e la TV multischermo per più punti di accesso TV/streaming.
La guida chiarisce che 'TV lineare' differisce dalla 'TV tradizionale', poiché la visione lineare può applicarsi sia ai formati tradizionali che a quelli in streaming. L'iniziativa è supportata dai principali attori del settore e dal Video Advertising Bureau (VAB), con l'obiettivo di semplificare il panorama pubblicitario televisivo sempre più complesso.
Los principales MVPD de EE.UU., incluidos Comcast Advertising, Cox, DIRECTV Advertising, DISH Media y otros, han anunciado una guía unificada sobre la Terminología de la Publicidad en Televisión Multicanal. La iniciativa tiene como objetivo estandarizar los términos de la industria, centrándose en 'televisión multicanal', 'streaming' y 'televisión tradicional'.
Según una nueva investigación de Advertiser Perceptions, solo el 20% de los anunciantes informa un uso consistente de la terminología por parte de sus socios. El nuevo léxico define el streaming como contenido de video entregado a través de una conexión a internet, la televisión tradicional como contenido entregado a través de cable, telco, satélite o distribución por aire, y la televisión multicanal para múltiples puntos finales de TV/streaming.
La guía aclara que 'televisión lineal' se diferencia de 'televisión tradicional', ya que la visualización lineal puede aplicarse tanto a formatos tradicionales como de streaming. La iniciativa cuenta con el apoyo de los principales actores de la industria y del Video Advertising Bureau (VAB), con el objetivo de simplificar el paisaje publicitario televisivo cada vez más complejo.
주요 미국 MVPD인 Comcast Advertising, Cox, DIRECTV Advertising, DISH Media 등이 멀티스크린 TV 광고 용어에 대한 통합 가이드를 발표했습니다. 이 이니셔티브는 '멀티스크린 TV', '스트리밍', '전통 TV'에 초점을 맞춰 산업 용어를 표준화하는 것을 목표로 합니다.
Advertiser Perceptions의 새로운 연구에 따르면, 단지 20%의 광고주만이 파트너에 의해 일관된 용어 사용을 보고하고 있습니다. 새로운 용어집은 스트리밍을 인터넷 연결을 통해 제공되는 비디오 콘텐츠로 정의하고, 전통 TV를 유선 케이블, 통신사, 위성 또는 공중파 배포를 통해 제공되는 콘텐츠로, 멀티스크린 TV는 여러 TV/스트리밍 엔드포인트를 위한 것으로 정의합니다.
이 가이드는 '선형 TV'가 '전통 TV'와 다르다는 것을 명확히 하며, 선형 시청은 전통적 및 스트리밍 형식 모두에 적용될 수 있습니다. 이 이니셔티브는 주요 산업 플레이어와 비디오 광고국(VAB)의 지원을 받아 점점 더 복잡해지는 TV 광고 환경을 단순화하는 것을 목표로 하고 있습니다.
Les principaux MVPD américains, y compris Comcast Advertising, Cox, DIRECTV Advertising, DISH Media et d'autres, ont annoncé des directives unifiées sur la Terminologie de la Publicité Télévisuelle Multiscreen. L'initiative vise à standardiser les termes de l'industrie, en se concentrant sur 'télévision multiscreen', 'streaming' et 'télévision traditionnelle'.
Selon une nouvelle recherche d'Advertiser Perceptions, seulement 20% des annonceurs rapportent une utilisation cohérente de la terminologie par leurs partenaires. Le nouveau lexique définit le streaming comme du contenu vidéo diffusé via une connexion Internet, la télévision traditionnelle comme du contenu diffusé via câble, télécommunications, satellite ou diffusion terrestre, et la télévision multiscreen pour plusieurs points d'accès TV/streaming.
Les directives précisent que 'télévision linéaire' diffère de 'télévision traditionnelle', car la visualisation linéaire peut s'appliquer à la fois aux formats traditionnels et en streaming. L'initiative est soutenue par les principaux acteurs de l'industrie et le Video Advertising Bureau (VAB), visant à simplifier le paysage publicitaire télévisuel de plus en plus complexe.
Die wichtigsten MVPDs in den USA, darunter Comcast Advertising, Cox, DIRECTV Advertising, DISH Media und andere, haben eine einheitliche Anleitung zur Terminologie der Multiscreen-TV-Werbung angekündigt. Die Initiative zielt darauf ab, die Begriffe der Branche zu standardisieren, wobei der Fokus auf 'Multiscreen-TV', 'Streaming' und 'traditionellem TV' liegt.
Laut einer neuen Studie von Advertiser Perceptions berichten nur 20% der Werbetreibenden von einer konsistenten Verwendung der Terminologie durch ihre Partner. Das neue Lexikon definiert Streaming als über eine Internetverbindung bereitgestellte Videoinhalte, traditionelles TV als Inhalte, die über Kabel, Telekommunikation, Satellit oder terrestrische Verbreitung bereitgestellt werden, und Multiscreen-TV für mehrere TV/Streaming-Endpunkte.
Die Anleitung stellt klar, dass 'lineares TV' sich von 'traditionellem TV' unterscheidet, da lineares Sehen sowohl auf traditionelle als auch auf Streaming-Formate angewendet werden kann. Die Initiative wird von großen Akteuren der Branche und dem Video Advertising Bureau (VAB) unterstützt, mit dem Ziel, die zunehmend komplexe Landschaft der TV-Werbung zu vereinfachen.
- Industry-wide collaboration to standardize terminology could improve advertising efficiency
- Support from major MVPDs indicates strong industry backing for the initiative
- Current low consistency in terminology usage (only 20%) indicates significant industry fragmentation
- Complexity in TV advertising ecosystem could still pose challenges despite standardization efforts
Comcast Advertising, Cox, DIRECTV Advertising, DISH Media, Optimum Media, Spectrum Reach and Verizon Fios roll out unified terminology guidance together with Ampersand and the VAB to bring more clarity to a complex industry
According to new research from Advertiser Perceptions, only
Major
According to new research from Advertiser Perceptions, only
“As TV proliferates across screens, everyone agrees that we need to simplify the buying and selling experience,” said Jason Wiese, EVP, Strategic Insights & Measurement, VAB. “While some areas of complexity are more difficult to resolve than others, one relatively easy fix is to make sure everyone is speaking the same language. By partnering together across companies to define how we’re talking about multiscreen TV, we can clear up inconsistencies and confusion and bring greater clarity to our increasingly complex industry.”
The recommended terminology is based on research with Advertiser Perceptions, commonalities across current language being used, and coordination with the VAB. The new lexicon focuses on the various delivery types of TV advertising in all its forms. According to the guidance:
- When referring to video content delivered via an internet connection, use the term streaming.
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When referring to content delivered via wired cable, telco, satellite or over-the-air distribution (versus internet), use the term traditional TV.
- Note: As MVPDs transition to IP-based infrastructures, some or all of the ads within a viewer's "traditional TV" experience may be dynamically delivered.
- When referring to multiple TV/streaming endpoints, use the term multiscreen TV.
As a note, terms like “connected TV” may still be used when discussing a device, while “premium video” may still be used when referring to content that is delivered transparently in a trusted brand-safe environment, and seen by real people in a high-quality viewing experience (as defined previously by the VAB and Comcast Advertising.)
The guidance also notes that the commonly used term “linear TV” is not the same as “traditional TV;” this is because linear is a viewing style that can be applied to both traditional and streaming (in the case of FAST, which is watched on a linear, pre-determined schedule).
“The release of this lexicon is a unique opportunity for MVPDs to align at the most basic level—the words we use to talk about our advertising offerings,” said James Rooke, President, Comcast Advertising. “In many ways, MVPDs sit in the center of today’s multiscreen advertising opportunities, and the onus is on us to lead by example. We hope others will adopt the terms so we can all speak the same language and simplify on behalf of the industry.”
Aligning on language is particularly important to MVPDs as they are a key link in the changing TV ecosystem and often serve as industry advocates for new TV products, including addressable advertising.
Ampersand, Comcast Advertising, Cox, DIRECTV Advertising, DISH Media, Optimum Media, Spectrum Reach, Verizon Fios and the VAB are officially rolling out the new language starting today, which can be found here.
* Source: Advertiser Perceptions July 2024 Omnibus Study;
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Advertising, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.
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