{"id":812707,"date":"2025-02-13T08:08:07","date_gmt":"2025-02-13T13:08:07","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/major-u-s-mvpds-announce-alignment-on-key-terms-for-multiscreen-tv-advertising\/"},"modified":"2025-02-13T08:08:07","modified_gmt":"2025-02-13T13:08:07","slug":"major-u-s-mvpds-announce-alignment-on-key-terms-for-multiscreen-tv-advertising","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/major-u-s-mvpds-announce-alignment-on-key-terms-for-multiscreen-tv-advertising\/","title":{"rendered":"Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistcircle { list-style-type: circle }\n.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b><i>Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising<\/i><\/b><\/p>\n<p class=\"bwalignc\"><i>Comcast Advertising, Cox, DIRECTV Advertising, DISH Media, Optimum Media, Spectrum Reach and Verizon Fios roll out unified terminology guidance together with Ampersand and the VAB to bring more clarity to a complex industry<\/i><\/p>\n<p class=\"bwalignc\"><i>According to new research from Advertiser Perceptions, only 20% of advertisers say terms are being used consistently by their partners<\/i><\/p>\n<p>NEW YORK&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nToday, a large group of major U.S. Multichannel Video Programming Distributors (MVPDs) including <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fcomcastadvertising.com%2F&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=Comcast+Advertising&amp;index=1&amp;md5=96c26591132a1f5f625228c13e43fd83\">Comcast Advertising<\/a>, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.coxmedia.com%2F&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=Cox&amp;index=2&amp;md5=2b3dfcb89ea13f5f58f34ea4c9697aa4\">Cox<\/a>, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.directvadvertising.com%2F&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=DIRECTV+Advertising&amp;index=3&amp;md5=c60a6bce6f9af573a380a105d2cb83bb\">DIRECTV Advertising<\/a>, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fmedia.dish.com%2F&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=DISH+Media&amp;index=4&amp;md5=063770299c7040bc70ba73312574351c\">DISH Media<\/a>, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.optimum.media%2F&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=Optimum+Media%2C&amp;index=5&amp;md5=9926a81d271d084878ca4b0dc0cb940a\">Optimum Media,<\/a><a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.spectrumreach.com%2F&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=Spectrum+Reach&amp;index=6&amp;md5=4a88bc4de880ad20022e4104ed1c3e12\">Spectrum Reach<\/a>, <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.verizon.com%2Fhome%2Ffios-tv%2F&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=Verizon+Fios&amp;index=7&amp;md5=fd79e352c454940d644a704c1ed9a5d7\">Verizon Fios<\/a> as well as <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fampersand.tv%2F&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=Ampersand&amp;index=8&amp;md5=d4d15cba38e5b416e0b382433a1b0d66\">Ampersand<\/a> and the <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.thevab.com%2F&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=Video+Advertising+Bureau+%28VAB%29&amp;index=9&amp;md5=ac8abaee68ea5ddcd3ebbd3cf9d76590\">Video Advertising Bureau (VAB)<\/a>, announced unified guidance on Multiscreen TV Advertising Terminology. The goal of the recommendation is to align the media industry around the various delivery types of TV advertising in all its forms, focusing on the terms \u201cmultiscreen TV,\u201d \u201cstreaming,\u201d and \u201ctraditional TV.\u201d<\/p>\n<p id=\"news-body-cta\">This press release features multimedia. View the full release here: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20250213851060\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20250213851060\/en\/<\/a><\/p>\n<div id=\"bwbodyimg\" style=\"width: 480px;float:left;padding-left:0px;padding-right:20px;padding-top:0px;padding-bottom:0px\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20250213851060\/en\/2381385\/4\/Terminology_Logos.jpg\" alt=\"Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising (Graphic: Business Wire)\" \/><\/p>\n<p style=\"font-size:85%\">Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising (Graphic: Business Wire)<\/p>\n<\/div>\n<p>\nAccording to new research from Advertiser Perceptions, only 20% of advertisers say terms are consistently used by their partners, and there is little consensus around the advertising vocabulary being used today.*<\/p>\n<p>\n\u201cAs TV proliferates across screens, everyone agrees that we need to simplify the buying and selling experience,\u201d said Jason Wiese, EVP, Strategic Insights &amp; Measurement, VAB. \u201cWhile some areas of complexity are more difficult to resolve than others, one relatively easy fix is to make sure everyone is speaking the same language. By partnering together across companies to define how we\u2019re talking about multiscreen TV, we can clear up inconsistencies and confusion and bring greater clarity to our increasingly complex industry.\u201d<\/p>\n<p>\nThe recommended terminology is based on research with Advertiser Perceptions, commonalities across current language being used, and coordination with the VAB. The new lexicon focuses on the various delivery types of TV advertising in all its forms. According to the guidance:<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nWhen referring to video content delivered via an internet connection, use the term <b>streaming.<\/b><\/li>\n<li>\nWhen referring to content delivered via wired cable, telco, satellite or over-the-air distribution (versus internet), use the term <b>traditional TV.<\/b><\/p>\n<ul class=\"bwlistcircle\">\n<li><i>Note: As MVPDs transition to IP-based infrastructures, some or all of the ads within a viewer&#8217;s &#8220;traditional TV&#8221; experience may be dynamically delivered.<\/i><\/li>\n<\/ul>\n<\/li>\n<li>\nWhen referring to multiple TV\/streaming endpoints, use the term <b>multiscreen TV.<\/b><\/li>\n<\/ul>\n<p>\nAs a note, terms like \u201cconnected TV\u201d may still be used when discussing a device, while \u201cpremium video\u201d may still be used when referring to content that is delivered transparently in a trusted brand-safe environment, and seen by real people in a high-quality viewing experience (<a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fthevab.com%2Fvab-happenings%2Fbuying-premium-video-new-guidance&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=as+defined+previously&amp;index=10&amp;md5=5ffeb01be2183c6467ef8aa902107f31\">as defined previously<\/a> by the VAB and Comcast Advertising.)<\/p>\n<p>\nThe guidance also notes that the commonly used term \u201clinear TV\u201d is not the same as \u201ctraditional TV;\u201d this is because linear is a viewing style that can be applied to <i>both <\/i>traditional and streaming (in the case of FAST, which is watched on a linear, pre-determined schedule).<\/p>\n<p>\n\u201cThe release of this lexicon is a unique opportunity for MVPDs to align at the most basic level\u2014the words we use to talk about our advertising offerings,\u201d said James Rooke, President, Comcast Advertising. \u201cIn many ways, MVPDs sit in the center of today\u2019s multiscreen advertising opportunities, and the onus is on us to lead by example. We hope others will adopt the terms so we can all speak the same language and simplify on behalf of the industry.\u201d<\/p>\n<p>\nAligning on language is particularly important to MVPDs as they are a key link in the changing TV ecosystem and often serve as industry advocates for new TV products, including addressable advertising.<\/p>\n<p>\nAmpersand, Comcast Advertising, Cox, DIRECTV Advertising, DISH Media, Optimum Media, Spectrum Reach, Verizon Fios and the VAB are officially rolling out the new language starting today, which can be found <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fthevab.com%2Finsight%2Fmvpd-advertising-terminology&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=here&amp;index=11&amp;md5=4d41274abeaad260ccedf14a512213db\">here<\/a>.<\/p>\n<p>\n* <i>Source: Advertiser Perceptions July 2024 Omnibus Study; 20% of advertisers \u201cstrongly agreed\u201d that terms were used consistently.<\/i><\/p>\n<p><b>About Comcast Advertising<\/b><\/p>\n<p>\nComcast Advertising is the advertising division of Comcast. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal \u2013 results for marketers. Comcast Advertising, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fcomcastadvertising.com%2F&amp;esheet=54205571&amp;newsitemid=20250213851060&amp;lan=en-US&amp;anchor=http%3A%2F%2Fcomcastadvertising.com%2F&amp;index=12&amp;md5=db579777b0a630311fdcc5f70dc5abef\">http:\/\/comcastadvertising.com\/<\/a> to learn more.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20250213851060r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20250213851060\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20250213851060\/en\/<\/a><\/span><\/p>\n<p><b>Media Contacts<br \/>\n<\/b><br \/>Comcast Advertising<br \/>\n<br \/>Meredith Fitzgerald<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:Meredith_Fitzgerald@comcast.com\">Meredith_Fitzgerald@comcast.com<br \/>\n<\/a><br \/>215-970-8504<\/p>\n<p><b>KEYWORDS:<\/b> United States North America New York<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> TV and Radio Consumer Electronics Technology Other Communications Advertising Entertainment Communications Satellite Audio\/Video Internet Media<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Photo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20250213851060\/en\/2381385\/3\/Terminology_Logos.jpg\" alt=\"Photo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\">Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising (Graphic: Business Wire)<\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising Comcast Advertising, Cox, DIRECTV Advertising, DISH Media, Optimum Media, Spectrum Reach and Verizon Fios roll out unified terminology guidance together with Ampersand and the VAB to bring more clarity to a complex industry According to new research from Advertiser Perceptions, only 20% of advertisers say terms are being used consistently by their partners NEW YORK&#8211;(BUSINESS WIRE)&#8211; Today, a large group of major U.S. Multichannel Video Programming Distributors (MVPDs) including Comcast Advertising, Cox, DIRECTV Advertising, DISH Media, Optimum Media,Spectrum Reach, Verizon Fios as well as Ampersand and the Video Advertising Bureau (VAB), announced unified guidance on Multiscreen TV Advertising Terminology. The goal of the recommendation is to align the &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/major-u-s-mvpds-announce-alignment-on-key-terms-for-multiscreen-tv-advertising\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-812707","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/major-u-s-mvpds-announce-alignment-on-key-terms-for-multiscreen-tv-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Major U.S. MVPDs Announce Alignment on Key Terms for Multiscreen TV Advertising Comcast Advertising, Cox, DIRECTV Advertising, DISH Media, Optimum Media, Spectrum Reach and Verizon Fios roll out unified terminology guidance together with Ampersand and the VAB to bring more clarity to a complex industry According to new research from Advertiser Perceptions, only 20% of advertisers say terms are being used consistently by their partners NEW YORK&#8211;(BUSINESS WIRE)&#8211; Today, a large group of major U.S. Multichannel Video Programming Distributors (MVPDs) including Comcast Advertising, Cox, DIRECTV Advertising, DISH Media, Optimum Media,Spectrum Reach, Verizon Fios as well as Ampersand and the Video Advertising Bureau (VAB), announced unified guidance on Multiscreen TV Advertising Terminology. 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