In an era where TV advertising is evolving rapidly, consistency in language used across the industry is more important than ever. However, new research conducted in partnership with Advertiser Perceptions reveals that only 20% of advertisers say industry terms are consistently used by their partners, illustrating a lack of alignment on the vocabulary used regularly to describe key components of the TV ad ecosystem. This inconsistency can lead to confusion, inefficiencies, and missed opportunities across the industry.
To address this challenge, a large group of U.S. Multichannel Video Programming Distributors (MVPDs) has come together to suggest more consistent TV advertising terminology. This group includes Comcast Advertising, Cox, DIRECTV Advertising, DISH Media, Optimum Media, Spectrum Reach, and Verizon Fios, all of which partnered with Ampersand and the Video Advertising Bureau (VAB). Together, they are recommending alignment on key terms such as “multiscreen TV,” “streaming,” and “traditional TV” to bring clarity and standardization to the industry.
The Suggested Lexicon
The suggested terminology focuses on the various delivery types of TV advertising across all forms, and the guidance suggests:
- When referring to content delivered via wired cable, telco, satellite, or over-the-air distribution (vs. internet), use the term “traditional TV.”
- When referring to video content delivered via an internet connection, use the term “streaming.”
- When referring to multiple TV and streaming endpoints, use the term “multiscreen TV.”
There are a few notes called out in the recommendation:
- The phrase “traditional TV & streaming” may be used in place of “multiscreen TV” when deliberately breaking out the two mediums for clarity.
- “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.
- “Linear,” which refers to content watched on a pre-determined schedule, is a term that can be applied to traditional TV or to streaming (i.e., FAST is streaming but also linear). “Linear” is a viewing style rather than a distribution type.
- As MVPDs transition to IP-based infrastructures, some or all of the ads within a viewer’s “traditional TV” experience may be dynamically delivered.
Why Standardization in Terminology Matters
TV advertising has always been a dynamic space, but with the proliferation of streaming, programmatic, and data-driven strategies, the language used to describe these evolving models has become increasingly fragmented and confusing. By establishing some commonality on a set of standardized terms, these MVPDs are aiming to:
- Facilitate clearer communication between advertisers, agencies, and media partners and improve the overall experience.
- Enhance measurement consistency, allowing for better comparison and optimization of ad campaigns.
- Improve operations by reducing misunderstandings and streamlining workflows.
What’s Next?
Standardizing language is a crucial step toward a more seamless and effective advertising ecosystem. To support the adoption of these terms and their “new” definitions on a larger scale, the MVPDs behind this initiative created a one-sheeter covering the research, clearly defining each term and its relevance to the industry.
This effort is just the beginning of a broader push toward greater simplicity in TV advertising, and all members of the industry are welcome to integrate these definitions into their everyday conversations and planning processes.
To review the official press release, visit businesswire.com.
