The current smart TV landscape is a bit of “mess”, says European broadcaster RTL/Adconnect, whose response has been to separate inventory sales into two distinct areas – connected TV and addressable TV.

“Connected TV (CTV) inventory is perfect in countries with high OTT usage,” Daniel Bischoff, RTL/Adconnect’s Marketing Director, told the last month’s Advertising Week Europe conference.

“It then becomes an essential part of the online media plan,” he explained. (For more, read WARC’s report: Connected TV and addressable TV are distinct ad opportunities: RTL/Adconnect.)

“Addressable TV (ATV), on the other hand, is using the full reach of the linear broadcast signal, hence it is optimal for brand building and to become an extension of the TV campaign, as it merges the best of TV and digital.”

Both technologies form part of the broader “war” to win access to household living rooms, in which a family of four may be sat viewing four different screens, from tablets to smartphones.

RTL/Adconnect is selling brands the concept of “Total Video”, in which video ads across all platforms are synchronised through the use of IP address analytics – in a GDPR compliant manner, of course.

“It’s a bit spooky, but it’s pretty cool for advertisers,” said Bischoff. “If you are a media planner, this is some super cool shit – this is the dream, right? To know how to do reach and frequency across screens in one household.”

Challenges remain, not least in the measurement space, where media owners like RTL/Adconnect are attempting to bring together “two worlds that don’t fit together”.

Classic linear TV operates “top-down measurement” through representative panels, while digital has its own “bottom-up, site-centric” approach. Getting the industry into alignment, and finding a system that is “believed” by advertisers, is proving “difficult”, Bischoff acknowledged.

Sourced from WARC