Advanced TV refers to a broad category of television advertising formats that go beyond traditional broadcast and cable. It includes technologies like connected TV (CTV), addressable TV, programmatic TV, and interactive TV. What ties all of these together is the use of data and digital infrastructure to deliver smarter, more relevant advertising to viewers, often with better targeting, tracking, and optimization than traditional TV ever offered.
Connected TV involves serving ads to internet-enabled TVs and streaming devices through apps like Hulu, Pluto TV, or YouTube. This format is quickly becoming a major channel for reaching audiences who no longer watch traditional cable. Addressable TV takes things further by allowing different ads to be shown to different households, even if they’re watching the same program. For example, one household might see an ad for a local car dealership, while another sees an insurance ad, based on their household demographics and location.
Programmatic TV refers to the automated buying and selling of TV inventory, using the same types of platforms and auction mechanics that are used in digital advertising. Instead of negotiating rates and placements manually, advertisers use platforms that determine the best placements in real time based on audience data and performance goals. This adds scale and flexibility to TV campaigns that were once more rigid and hard to optimize.
Interactive TV is also part of the advanced TV landscape. These formats allow viewers to take action directly from the ad, whether by scanning a QR code, clicking with a remote, or engaging through a companion app. This level of interaction turns passive viewers into active participants, and allows advertisers to track engagement more precisely.
The reason advanced TV is gaining traction is because it gives advertisers what traditional TV often couldn’t—targeting, control, and measurement. With advanced TV, you’re not just running ads broadly across a network or time slot. You can define who sees the ad based on household-level data, online behavior, geographic location, or purchase intent. For campaigns focused on specific markets or regions, this is especially valuable. A brand can now run localized TV campaigns in select ZIP codes, cities, or designated market areas (DMAs) without paying for national reach they don’t need.
Advanced TV also allows for real-time tracking and optimization. Advertisers can monitor which creatives perform best, how different markets are responding, and where media dollars are driving results. This kind of visibility helps justify TV budgets and brings the channel closer to the performance standards of digital advertising.
Ultimately, advanced TV is helping advertisers bridge the gap between traditional television and the precision of digital. It gives brands the ability to reach modern viewers wherever they are—whether they’re streaming content on a smart TV or watching cable through a digital box—while tailoring messages to specific audiences and locations. For marketers looking to stay competitive, especially in a world where attention is fragmented and ad spend needs to work harder, advanced TV is no longer optional. It’s the future of the channel.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech