Ways to Deliver TV Adverts Evolution: From Terrestrial to Advanced TV 

The several types of TV advertising and different ways to deliver TV adverts, depending on which one we choose, can affect and benefit marketers in different ways. For that reason, based on your aims and characteristics, you will need to present your TV ad on one or another type of television.

Television advertising has been demonstrated to be effective and a good marketing strategy. Also, it captures the audience’s attention with its visual storytelling and broad reach. To understand the evolution of TV advertising and the types, keep reading as we will explain from traditional advertising to the most recent and innovative ones. This way, you will better understand where you should and should not advertise your company’s products and services.

Types of TV Advertising Explained

1. Traditional TV

Types of TV Advertising - traditional television

Traditional television is the type that can only be watched at a specific time and only at that time. Although they tried to solve this by creating VHS, TiVo, Sky+ and DVRs, they still needed to have the viewer in front of the TV. But before continuing to explain why it is kind of outdated, we are going to explain the types of traditional TV and its characteristics.

Within traditional TV there are two types, terrestrial, satellite, and cable TV.

Terrestrial TV

Terrestrial TV adverts are similar to traditional TV adverts but they refer to ads broadcast via terrestrial (over-the-air) transmission towers. In order to transmit analogue signals, terrestrial TV employs classic roof-mounted antennas. However,  it is insufficient for today’s standards. During the 2010s, analogue terrestrial television made a huge switch to digital. Thus, this resulted in a better HD visual quality and better and more reliable signal delivery.

Satellite TV

Satellite TV broadcasts television content using communication satellites such as DirecTV and Dish Network. Just to let you know the basics, there is an outside satellite dish that receives the signal. Then, a TV programme is decoded and shown on TV using a specialised satellite receiver. These receivers can be independent or integrated into television sets. 

Satellite television offers a diverse selection of channels, services and viewing options. But particularly in locations where terrestrial television is impossible or difficult to supply owing to environmental considerations.

2. Cable TV

Cable TV first appeared due to the difficulty of installing regular TV because of geographical or environmental factors. To address this, they built larger antenas that could be used for a whole community.  And they are capable of supplying signals to individual residences through cables. So that’s why we call it that.

To receive the transmission, each household just needs fibre-optic or coaxial wires. This is the same technology that is used to transmit high-speed Internet, FM radio, phone calls, and other services. So, this type of TV ad involves commercials aired on cable television networks like CN, ESPN and MTV.

3. Advanced TV

advanced television

With the introduction of internet video, things were up and ready to watch whenever you wanted. And for the most part, they weren’t going away. Thanks to the ad revenue structure, people could make money at any time, and viewers could watch content whenever they wanted.

This is why streaming video through the Internet is the new television, and the numerous chances it provides marketers may drive more firms to shift their advertising money away from conventional television and into more modern media.

There are several ways to use advanced television, including interactive television, OTT devices, linear addressable television, and the most well-known type, Smart TV.

Before we have talked about the term OTT, which stands out from all other the top devices and services that help houses to have advanced TV and streaming services. Like:

  • HDMI sticks: like the Amazon Fire Stick, Chromecast or Roku. Who doesn’t have one of these at home? And if the answer is you don’t have one, you are missing a whole new world.
  • Streaming boxes: these are different types of TV services like Apple TV, Android TV, or Amazon Fire TV.
  • Game consoles: Yes, the ones that play games on these consoles know that they can use them for more than just playing games. You can do much more than that, like watch your favourite film or series.
  • Smart TVs (TVs offering built-in apps like Netflix or HBO Go).

Marketers’ ad income has increased from 46 per cent to 60 per cent as a result of OTT. So, at Impress, we recommend that you take advantage of this chance and begin using OTT advertising.

Why Make a TV Advert?

As a consequence of TV ads’ effectiveness, businesses need to leverage TV advertising to reach their target audience and increase brand awareness. TV adverts increase the broad reach and the visual impact they include makes viewers resonate with the video. Also, it provides credibility and trust by appearing on reputable TV networks and channels. Overall, increasing the brand exposure due to TV having a wider audience with specific customer segmentation (morning programs, afternoon with news or night with series and films).



To sum up, the evolution of TV advertising presents both challenges and opportunities to businesses seeking to increase reach and engagement. After understanding the types of TV advertising, your business can choose the one that best fits your brand and target it accordingly. So, start thinking about TV advertising videos for your business and contact us for more information.

We hope you found this blog interesting. Thank you for your time in reading it.

Marta & Sara.


Contact Impress Video now

If you would like to do TV Advert with video production and marketing professionals, or any other type of video, we can help you at Impress Video. Don’t hesitate to contact us here!