Why It's Time to Simplify TV Advertising

At TVADSWORK we don't believe in making things complicated to justify our existence. It has always been our philosophy that as an industry, we’ve overcomplicated TV advertising, which is why an article published on Thinkbox earlier this year caught our attention.

The television advertising landscape has evolved dramatically over the past two decades. As streaming platforms, connected TVs and on-demand services have grown, so too has the industry's vocabulary. Terms such as BVOD, AVOD, SVOD, FAST and CTV have become commonplace, but for many advertisers, they create unnecessary complexity rather than clarity.

In the article Elliott Millard, Chief Strategy Officer, argues that it's time to simplify how we think about TV advertising by focusing on two straightforward buying approaches: mass and addressable.

Consumers Don't Think in Acronyms

Viewers don't switch on their television to watch "BVOD" or "CTV"—they simply watch TV. Yet the advertising industry has created a maze of technical terms that often distract from what really matters: reaching the right audiences effectively.

Rather than separating TV into multiple categories, the concept of Total TV brings together all professionally produced television content, regardless of how it is delivered. Whether content is watched live, on-demand or via a streaming app, it forms part of the same trusted viewing experience

Why Trust Still Matters

One of television's greatest strengths is the level of trust it commands. Professionally produced content, regulated advertising and independently measured audiences provide advertisers with a brand-safe environment that many online video platforms cannot consistently match.

While platforms such as YouTube and social media offer valuable opportunities for video advertising, they operate differently from traditional television. For many brands, TV continues to provide a premium environment that enhances credibility and improves campaign effectiveness.

Two Ways to Buy Total TV

Instead of relying on a long list of technical acronyms, advertisers can think about Total TV through two buying methods:

• Mass advertising – delivering campaigns to large audiences, building brand awareness and achieving broad market reach.

• Addressable advertising – using audience data to deliver tailored messages to specific households or viewer groups with greater precision.

The important distinction is that these are buying strategies, not different types of television. Advertisers can combine both approaches depending on their campaign objectives.

The Opportunity for Addressable TV

Addressable TV is becoming increasingly important as more viewing shifts to connected and on-demand platforms. It combines television's trusted viewing environment with the targeting capabilities often associated with digital advertising.

This gives brands the ability to serve relevant adverts to carefully selected audiences while still benefiting from television's high-quality content, larger screens and stronger viewer engagement.

Rather than choosing between reach and precision, advertisers can increasingly achieve both within a single TV campaign.

Looking Ahead

As television continues to evolve, simplifying the language around it could help advertisers plan more effectively and unlock the full value of modern TV advertising.

Thinking in terms of Total TV, supported by mass and addressable buying strategies, offers a clearer framework that reflects how audiences actually consume television today.

For brands looking to maximise both reach and relevance, this simpler approach may be exactly what's needed.

If you'd like to explore TV advertising further or any other element of your marketing campaign contact hello@tvadswork.com 

This blog is based on and inspired by the article "Let's ditch the acronyms: a new language for Total TV" by Elliott Millard, originally published on The Media Leader on 3 March 2026.