What is OTT, CTV, vMVPD in Charlottesville Virginia, and all the rest of those new digital video terms?
Are you looking to advertise using video in Charlottesville or surrounding counties in Central Virginia, but confused by all the different video advertising options?
With the rapid changes in digital video it’s hard to keep up with all the new terms for how video content and ads are delivered to consumers. Here's a little help for you as you navigate your options for TV or Digital video advertising in the Charlottesville area:
“Advanced TV” in Charlottesville Virginia is the general label being used for these new technologies but there are a lot of different products that fall under that term. Here is a glossary of the most common terms and most commonly accepted explanations of them!
OTT: “Over The Top” in Charlottesville Virginia is an umbrella term for video programming transmitted via the Internet that bypasses traditional cable or broadcast (linear) distribution. It can be consumed on any device including computers, mobile devices, TVs, and gaming systems.
CTV: “Connected TV” in Charlottesville Virginia is a type of OTT and refers to consuming video programing through TV sets that are connected to the Internet through built in technology (Smart TVs) or through devices connected to the TV such as Apple TV, Chromecast, Amazon Fire, and gaming consoles.
OTA: “Over The Air” in Charlottesville Virginia is broadcast TV also called “linear TV” or “traditional TV”. It’s content that is delivered without using satellite transmission or cable.
AVOD: “Ad-Supported Video-On-Demand” in Charlottesville Virginia: Ad-supported video-on-demand platforms like YouTube make their money off ads in between their content. As a result, the platforms are free for viewers. Are you paying for the service? No? Do ads run between the content? Yes? Then it’s an AVOD service.
SVOD: “Subscription Video on Demand” in Charlottesville Virginia: Video content that requires access to a subscription video on demand service. Examples include Netflix, Hulu, and Amazon Prime. Are you paying for the service? Yes? Then it’s an SVOD service.
vMVPD: “Virtual Multichannel Video Programming Distributor” in Charlottesville Virginia: These are distributors that aggregate live and on-demand television but deliver the content over the internet. Examples include Sling, DIRECTV NOW, PlayStation™ Vue, YouTube Live, Hulu Live, fuboTV, Roku, Apple TV, and Amazon Fire TV. Does the digital service offer content similar to how cable and broadcast do? Yes? Then its a vMVPD.
Hybrid Models: in Charlottesville Virginia: Several streaming services fall into more than one category. For example, Pluto TV and Xumo both offer 100-plus linear channels for livestreaming, they also offer a growing collection of video-on-demand programming. The Roku Channel, while its primary offering is ad-supported video-on-demand, also includes a small collection of linear channels.
Skinny Bundles in Charlottesville Virginia: A skinny bundle is what is offered by a Virtual Provider (vMVPDs) and is a small selected amount of channels (usually well under 100 channels) available to consumers to purchase at a reduced price vs. what they pay for traditional cable TV. These bundles are aimed at being cheaper than a cable package and also an alternative to purchasing individual over-the-top (OTT) apps directly from each video content provider. Examples of companies offering Skinny Bundles are Sling TV, PlayStation Vue, and DIRECTV NOW.
ATV: “Addressable TV” in Charlottesville Virginia: The ability to serve different ad content to different audience segments watching the same TV program on IP connected TVs and set top boxes of cable companies or satellite providers, by dynamically inserting an ad based on specific audience targeting in either live, playback, or Video On Demand mode. Examples would include offerings by Comcast, DIRECTV, and Dish. (Addressable TV got the go-ahead from the FCC for local TV stations. See “Next Gen TV” and “ATSC 3.0” below.
Smart TV in Charlottesville Virginia: A television set that is capable and enabled to access the internet.
Internet Connected Device in Charlottesville Virginia: Devices connected to the TV that are used to stream content such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, gaming systems, smartphone, computer, laptops, etc.
Linear Platforms in Charlottesville Virginia: Refers to video content that is real-time television service that broadcasts scheduled programs, over the air or through satellite or cable, not streamed to a specific user.
Next Gen TV in Charlottesville Virginia: Sometimes referred to as Addressable TV for local stations. More formally known as the ATSC 3.0 standard, was approved by the Federal Communications Commission, enabling the broadcasting of high-quality content over the air using an internet protocol (IP) signal. This could enable local TV stations to provide targeting options to advertisers similar to digital targeting options.
ATSC 3.0: “Advanced Television Systems Committee” in Charlottesville Virginia. This is the next version of the broadcast standard for how local TV channels are distributed without needing to have a cable or satellite subscription. ATSC 3.0 is supposed to make it so that you could get these channels not only on a regular TV screen but on your phone, laptop, tablet. Through ATSC 3.0, local TV will be able to air through devices that have this chip inside without having to go through your wireless signal. ATSC 3.0 would enable local TV stations to track what you’re watching and then target ads to you.
Outstream Video in Charlottesville Virginia: Sometimes referred to as Native Video ads. Outstream video is sometimes also referred to as native video. It is a digital video advertising ad unit that’s integrated within a page and autoplays once the user scrolls near it. Then, the video auto-pauses if the user begins to scroll away from it before it’s complete. According to eMarketer, 77% of ad agencies across the world see Outstream video ads as important to their clients going forward.
Pre-Roll Ads in Charlottesville Virginia: These are video ads that play before the content you want to consume plays. Typically these are ads that you have to watch (or at least part of them) in order to get to the content you’ve clicked on to watch.
Mid-Roll Ads in Charlottesville Virginia: These are video ads that run during the content you have clicked on to watch. In exchange for viewing the free content you have to watch the ad.