Web TV Accelerates Targeting

Today, the most common device used to access BBC iPlayer, the BBC's online TV viewing service, is the connected TV.

Amazon's car show "The Grand Tour," featuring the three former hosts of the BBC's iconic "Top Gear," began its exclusive streaming in November, breaking streaming records.

While shows like "Grand Tour" are currently ad-free, web TV will likely bring opportunities to apply web-style targeting to television advertising.

Facebook is already experimenting with inserting ads between video content on Apple TV and Roku devices.

Web TV will also bring new ad formats, such as overlays that appear on top of the screen.

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Currently, brands can produce the content they desire and place it wherever they wish.
However, the differing characteristics of each platform complicate matters for brand content creators. For instance, programs meant for relaxed viewing on TV require more attention-grabbing content. Conversely, shorter programs are necessary for viewers watching on smaller screens of personal devices like smartphones and computers.
Ads within online videos are easier to target than those in television broadcasts. If television also becomes "addressable," it will become easier to narrow down the target audience, but this simultaneously means there is a possibility that other people will not see it at all.