We believe in the power of video to deliver full and seamless experiences across all screens. That’s why in March 2020, Exponential launched new division VDX.tv – precisely to focus on tailormade video-driven experiences that captivate, compel and convert consumers on whichever device they are on.
VDX.tv enables brands to connect with their audiences in meaningful ways by providing bespoke video units and data to target only the most relevant audiences across all screens, from mobile, desktop and even OTT (Over-the-top).
OTT is a form of Advanced TV (a catchall term for any television content beyond linear television) that is on everyone’s lips but also one very new for many marketers. For those who are still uncertain about how to best leverage the benefits of Advanced TV, we set out to arm marketers with the knowledge to advertise across all screens with confidence.
Our guide, entitled “Advanced Learning, How Advanced TV Can Drive Brand Results”, provides a detailed explanation of what Advanced TV is in all its forms, why it is important to consider and how it can help brands generate results. It also includes basic definitions of terminology used in a multi-screen world, data and examples of usage levels of OTT devices across European markets.
Additionally, we’ve included eight reasons why Advanced TV should matter to brands and advertisers. These eight points cover: the growth of OTT service subscribers (already increased in the UK, with four in ten viewers claiming that online video services are their primary means of watching television and film), the impact of video, the ability to personalise and segment messages thanks to the use of data, the importance of offering an omnichannel experience across all devices, and lastly, the ability to drive results.
The Advanced TV guide can be downloaded here.