CTV Definition Cheat Sheet
Connected Video
CTV- Connected TV
OTT - Over The Top Video
Over The Top
Placement
Device
The marketing name for the Dealer.com OTT/CTV solution
Content that is internet delivered AND viewed on a tv
Examples:
Smart TVs that stream directly over the internet
Internet connected devices like Roku, Fire Stick, etc
Game Consoles like xBox, Playstation, etc
Context/Timing:
Use CTV when you are specifically talking about SmartTVs and streaming devices that are attached to TVs.
Mobile and Desktop devices are not included under the term CTV
Not Mobile and Desktop
Content being distributed via the internet, and viewed on desktop computers and mobile devices.
This can also fall into the realm of "full episode players". Hulu plays movies...the viewing experience is almost the same whether it's a browser, iphone app, amazon fire, samsung tv, etc.
Context/Timing
Use OTT when it doens't matter which devices are included. For example, if you want to talk about "OTT services" ( like Hulu or TubiTV), and delivery to a particular device doens';t matter.
OTT is still a valid term that distinguishes premium television content from the vast world of online video where user-generated content is commonplace.
An amazing 80's Stallone movie about arm wrestling and 18 wheelers
the domain, publisher and/or app.
i.e. Discovery, discovery.com, discovery GO
DDC Context/Timing
Shown in nVison reporting (soon). We have some control over how these are displayed
will be apart of deal management
The physical device that delivers your ad to a customer
i.e. web, CTV, in-app (which will not be available immediately.
DDC Context/Timing
We have "device" as would be shown in reporting, which would be something like "Roku" or "Amazon Fire TV"
We also have "viewing experience" which an Admiral user will select to configure a campaign to buy web-based inventory or CTV/OTT
General Terms
CTV Inventory Types
Full-Episode Player (FEP)
Refers to professionally produced, TV-like content that can appear on any device type, across both apps and web browsers. This means that the content is televisions length - typically 30-60 minutes - with commercial breaks in between.
Live Streaming
FEP content is inclusive of things like your daily dose of news, cult classics, stand-up comedy, cooking shows, or even your favorite soap opera.
DDC Context/Timing
This is publisher-specific and that FEPs can exist both on CTV and OTT content.
"Live streaming" means that the television content you're watching is being streamed in real time over the internet. This live content is usually delivered by a paid streaming service or directly by the network.
Video On Demand
Viewers don't plan their schedules around TV - they fit TV in to their own busy schedules. Video on demand (VOD) is becoming increasingly popular, because it allows users to watch the content they like at the times they want to watch it. Missing an episode isn't a problem; VOD content is available to stream or download after it airs live.
Connected Video Inventory Sources
Content Producer
Straight to the source- content producer
NBC Universal for their TV app
Premium Distributor
Instead of getting one provider you get a bundle
Hulu is an example of this
Cable/TV Provider
they have OTT inventory and comes with added capabilities like Geo targeting and subscriber data
Comcast is an example of this
Supply Side Platforms (SSP)
Provide traditional programmatic access to video supply impression by impression basis. More robust audience targeting.
Roku, Telaria, Freewheel
Video Ad Servers
Systems that are capable for forecasting based on inventory available to sell. Often paired with SSP for reliability and scale.
Google, Freewheel
Performance Metrics
CPV - Cost Per View
A bidding method for video campaigns where you pay for a view. a view is counted when a viewer watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first.
Completion Rate
This metric will be available in CC/nVision before end of year
available in CC/nVision before end of year
Reach
Reach is the number of unique people that will be exposed to your Connected TV ad. It's often shown as a percentage of a specific audience
For example, 75% of 18-24 year olds. It indicates the percentage of the targeted pop. that has seen at least on traditional or CTV spot
DDC Relevence/Timing
This metric will be available post NADA in nVision. This is a key linear TV metric and customers who are accustomed to investing in that will want to understand reach for Connected TV
Frequency
Just because you delivered on million impressions doesn't mean that one million unique people viewed your ad. Frequency is the average number of times you're delivering an ad to a given person. Knowing your frequency means you can prevent the same ad from being served to the same person over and over again.
Example - if you deliver 3,000 ads to 1,000 people (your reach), your frequency is 3
This metric will be available post NADA in nVision
click to edit
Programattic TV
This is a form of tradition television advertising with a data-driven slant. Certain TV ad slots are made available for programmatic purchase, which are carried out by DSPs. Because DSPs have audience data, they allow advertisers to better target viewers - thus resulting in automatic and efficient TV ad buying. An important distinction is these ads are NOT the same thing as Connected TV.
You may see Programmatic TV incorrectly described as "CTV Programmatic" or "OTT programmatic. Understanding that these terms are actually describing Conntect TV, and not traditional, is essential to becoming an educated advertising in this landscape.
Addressable
What CTV is NOT
With addressable TV ads, each household watching the same program will see different ads. Addressable TV advertising allows advertisers to target specific audiences with each advertisement. Addressable advertising on TV is just like addressable digital advertising, as the ads can be served programmatically.
Linear TV
Linear TV is the same thing as traditional tv viewing. Viewers can watch linear TV through cable or satellite services, or even through over-the-air broadcasts.
DSP
Demand-Side Platforms
A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. ... This is all kept within one interface which creates a unique opportunity for advertisers to truly control and maximize the impact of their ads.