IAB Spain sheds light on Connected Television with a complete White Paper

The Connected Television Commission of IAB Spain, an advertising, marketing and digital communication association, has presented a complete White Paper that aims to define and simplify this constantly evolving environment “as much as possible.”

own IAB Spain, as well as representatives of Agile TV (Felipe Duque), Publiespaña (Patricia de Concepción and Rocío Medina), Atresmedia (Clara Fernández), Dentsu (Óscar Antuña), Smartclip (Raquel García), GroupM Nexus (Maribel Vivancos), Smartme Analytics (Lola Chicón), MásMovil (Ana María Alonso) and TVUP (Víctor Solís), have worked on this book, whose chapters analyze aspects as important as the business models and new environments, los purchasing models, the measurement or special actions that this medium allows, in addition to collecting examples of good practices. The document defines the “authentic revolution” that is being experienced, as well as identifies the new actors present in the Connected Television market.

However, the bulk of the IAB Spain White Paper addresses the consumption models existing in the Contecada Television environment. On the one hand, that of Linear Emission, which refers to the system in which the viewer watches content at its scheduled broadcast time by accessing it for free (thanks to advertising) or paying a subscription, and, on the other, the FAST model and the VOD world with its different models: BVOD (Broadcaster Video On Demand), AVOD (Ad-Supported Video On Demand), SVOD (Suscription Video On Demand) and advertising (Hybrid Video On Demand).

Likewise, the book aims to collect the possibilities and capabilities that allow for greater control of the performance of a campaign. Therefore, it relates the more general metrics, but also the most specific ones, so that the reader is the one who assesses what they need to know in each case, grouping them into three categories: reach of the CTV campaign in comparison with other media and supports, profiling of Audiences through CTV and effectiveness of the CTV campaign. It also shows how the metrics necessary to fully understand the effectiveness of advertising should be considered for CTV as for any other medium, support or discipline that the campaign includes. Therefore, it establishes the need to obtain KPIs that allow knowing the contribution of CTV in relation to other complementary media, through comparable and unified metrics.

El Libro Blanco de Televisión Conectada de IAB Spain puede descargarse aquí: https://iabspain.es/estudio/actualizacion-libro-blanco-television-conectada-2024/