Internet-delivered television and traditional television looks to be on a collision course merger that will become a new, next generation standard. The result of this merger could be a total overhaul of how cross-channel marketing and ad campaigns are conducted.
This is part of version 3.0 of the Advanced Television Systems Committee standard or ATSC 3.0 for short. The current HD system we have is ATSC 1.0. 2.0 has been skipped in favor of this more advanced incarnation.
With 3.0, which is is thought to be finalized as a standard this spring, the television signal becomes based on Internet Protocol, the IP family whose famous member is the internet.
For every household that is watching a TV program using ATSC 3.0, and possibly every viewer if sign-in is a possibility, will be identifiable and addressable. There are some TV viewers today that are addressable through set-top boxes, but it isn’t a uniform standard, and it doesn’t apply to viewers who watch over-the-air television.
Each television household is going to have the kind of profile that an online user has, which consists of TV specific data that is integrated with your online and offline selves. The result will be true cross-channel campaigns, where TV and the Net are equally addressable and trackable.