What is broadcast advertising and ad serving

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What is broadcast advertising and ad
serving?
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Broadcast advertising

• In General, we should understand what
  is broadcast advertising and its terms. It is
  nothing but radio, television and internet
  advertising.
• The commercials which aired on television and
  radio is the most essential part of broadcast
  advertising.
• The broadcast media like television and radio
  which reaches a wider audience as opposed to the
  print media. The radio and the television
  commercials which fall under the category of mass
  marketing as the national as well as the global
  audience can be reached through it.

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• The role of broadcast advertising is to persuade
  the consumers about the benefits of the product.
  It is actually considered as a very effective
  medium of advertising.
• The advertising cost on this channel depends on
  the time of commercial and the specific time at
  which it is aired. For example, the cost of an ad
  in the premium slot will be greater than in any
  other slot.
• A radio ad needs to be aired several times before
  it actually sinks in the minds of the consumers.
• Thus the frequency of the ad is important. The
  type of your target audience is also important.

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• Therefore, one need to do a research on which
  type of audience listens to which channels if
  they want the ads to be successful.
• The voice talent in the commercial should be
  taken by keeping in mind that the type of
  audience and the type of commercial.
• The television advertising is actually considered
  as the advertising for the corporate because even
  the small businesses can benefit from it.
• For the success of commercial, a strong audio and
  video combination is a necessary one.

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• It is also important to be noted is audio and
  video should function well without each other.
  For example, if a person is not viewing the TV
  but just listening to it, he/she should get the
  idea.
• It is very important that whatever been
  advertised in the commercial is true. Federal
  Trade Association (FTC) is there to monitor the
  commercials on television and radio.
• This is specifically works to ensure that
  customers are not making any false claims to
  attract the customers to buy their products.

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• Most of the radio and television
  advertisements are paid though there are some
  public service ads which can be aired for free.
• The advertisers usually have to pay for the
  spot which lasts for 30 seconds. In rare cases,
  this spot can increase to 60 seconds too.
• These days radio and television ads are
  prepared by advertising agencies for their
  clients.
• They understand the need of the client and make
  the commercial keeping in mind the current state
  of affairs

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• Broadcast advertising has become a very
  essential part of marketing in recent times.
• Companies allocate specific budget for radio
  and television ads and make an estimate of how
  much revenue they can earn through broadcast
  advertising.
• For example, marketing consultants are hired to
  determine the return on investment (ROI) for
  spending on radio and television ads.
• Sometimes the marketing consultants of these
  businesses run sample ads to judge its popularity
  among the viewers.

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Internet or online advertising uses the Internet
or the World Wide Web for the purpose of
attracting consumers to buy their product and
services.
Examples of such advertising include ads on
search engine result pages, rich media ads,
banner ads, social network advertising, and email
marketing and so on.
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• Online advertising has its benefits, one of
  them being immediate publishing of the commercial
  and the availability of the commercial to a
  global audience.
• But along with the benefits come the
  disadvantages too.
• These days, advertisers put distracting
  flashing banners or send across email spam
  messages to the people on a mass scale.

This can annoy the consumers and even the real
ads might get ignored in the process. Therefore,
ethics in advertising is very important for it to
be successful.
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Broadcast ad serving

• Television is the next largest media platform
  followed by the internet.
• Advertisers or marketers look for new and
  improved solutions to make sure their ads reach
  the intended audience.
• The revenue for the publishers (i.e) networks
  or television channels from their ad inventory
  was determined based on the factors such as

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• Television rating point (TRP)
• Time of ad delivery ( Night time, prime time,
  etc)
• Type of channel (National, regional and
  international)

Earlier, TV ads are not bought programmatic ally.
Linear ad inventory is available on the open
exchange which is targeted to the individual and
it is highly measurable in its performance.
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• While considering the increasing rate of
  audiences across the screens and channels,
  advertisers search for the ways to extend their
  reach by changing the TV advertising as digital
  campaigns.
• Programmatic TV advertising converts the units
  to impressions which layers on data so that the
  advertiser can buy specific audiences.
• A television is usually viewed from 10 feet
  away but it is much larger when compared with
  android device displays, this type of screen
  doesnt provide the same level of color or
  precise details like a smaller device.
• By keeping these factors in mind, app layouts
  had been created with TV devices in order to
  provide useful and enjoyable experiences.

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Programmatic for Satellite TV (DTH) (Direct
to Home)
Direct satellite feed by using a DTH service
provider which requires a signal receiver and
decoder, commonly called as set top box and it
doesnt require an internet connection.
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• Ad formats which are supported by satellite TV
• Pop-up text ad
• Scrolling text ad
• Mailbox ad
• Pop-up image banner ad
• L-shaped image banner ad
• Full screen image and audio ad
• Thumbnail video ad
• Video ad (Pre roll, mid roll, post roll)

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Programmatic for OTT (Over the Top)
It requires an internet service
provider/broadband connection to work. For eg
Amazon fire TV, Apple TV, Roku TV.

• Supported ad formats in OTT
• Pop up text ad
• Scrolling text ad
• Pop up image banner ad
• L-shaped image banner ad
• Full screen image and audio ad
• Video ad (Pre roll, mid roll, post
  roll)Thumbnail video ad

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• Programmatic for Video on Demand (VOD)
• Broadcast TV in the form of digital (i.e) pay
  per view, e.g., Amazon prime, hotstar, Netflix
  etc.
• Supported ad formats
• L-shaped image banner ad
• Pop-up image banner ad
• Full screen audio and image ad
• Thumbnail video ad
• Video ad (Pre-roll, mid roll, post-roll)

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Dynamic ad insertion

• It is a technology which allows the advertisers
  to swap out the ad creative in content, linear,
  live or video on demand.
• In the advertising industry, bringing or
  showing the same kinds of ads to each and every
  consumer would not work since the taste and the
  preference might differ from person to person.
• The dynamic ad insertion takes place in real
  time. It boosts the performance of advertisements
  by preserving the viewers experience which would
  translate to higher CPMs and an increase in
  revenue for media owner.

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Internet protocol television

• IPTV referred as Internet based Protocol
  Television where the internet been used to
  deliver the TV programs and videos which are
  either live or video on demand.
• Television services are delivered to the
  subscribers by internet protocol technology via
  internet or broadband connection.
• It offers the viewers a special advantage and
  convenience that they can pick the program they
  want to watch whenever and wherever they feel
  like watching it.
• Apart from the live TV shows which are being
  aired currently can also be viewed through it.

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IPTV services
Video on Demand It allows the users to watch
any movie from the Video on Demand servers media
library. Subscribers could select the individual
media like movie or a program to watch.
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Time shifted TV It allows the subscribers to
view the live broadcasts later and they can
either resume or playback as per their
convenience. They also can rewind the programs.
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