How many types of TV commercials are there? From Traditional TV to OTT, Understand All Forms in One Text

Television advertising, a media form that has been around for nearly a century, is still active on the stage of brand marketing today. But if you think that TV commercials are just 30 second TVCs inserted in TV stations, then you are completely wrong.

With the popularity of Internet TV (OTT) and the evolution of intelligent large screens, the forms of TV advertising have become rich and diverse. For beginners, understanding how television advertising can be categorized is the first step in developing a scientific advertising strategy.

This article will systematically break down the classification system of television advertising for you, taking you through multiple dimensions such as broadcasting channels, advertising forms, and delivery methods to comprehensively understand this "ancient yet young" media.

1、 Why do we need to understand the classification of television advertisements?

In the era of fragmented information, television advertising still maintains its unique value: the immersive experience of large screens, the shared viewing attributes of home scenes, and the trust endorsement of authoritative media. But different forms of television advertising have vastly different audiences, costs, and effects.

Only by understanding the different types of television advertising can one choose the most suitable combination based on their own marketing goals and avoid budget waste.

2、 Classified by broadcast channel: traditional TV and Internet TV

This is the most basic classification method, which determines the target audience and technical characteristics of the advertisement.

1. Traditional TV advertising (cable TV/satellite TV)

Advertisements broadcasted at fixed time slots through television signal transmission. Including CCTV, satellite TV, local stations, etc.

Characteristics: Wide coverage, strong credibility, suitable for establishing a broad brand awareness. But it cannot be accurately targeted, and the effect is difficult to track.

Typical forms: time advertisement (such as before and after CCTV News), column title, special broadcast, etc.

2. OTT Internet TV advertising

Advertisements inserted into on-demand content through connected devices such as smart TVs and TV boxes. Including startup ads, patch ads, pause ads, etc.

Features: Combining large screen experience and digital precision capability, it can target crowds and areas, and the effect can be tracked.

Typical forms: startup advertisement, video patch, brand zone, AI interactive advertisement, etc.

The relationship between the two is not substitution, but complementarity. Traditional television covers a wide range of people, especially middle-aged and elderly people, while OTT accurately reaches young families. Smart brands will be used in combination.

3、 Classified by advertising format: from 15 seconds to immersive

This is the most commonly encountered classification dimension by advertisers, which directly determines the presentation of creativity.

1. Hard advertising (time slot advertising)

The independent advertisement played at the natural breakpoint of the program usually lasts for 5 seconds, 15 seconds, 30 seconds, and 60 seconds. This is the most traditional and core form of television advertising.

5-second advertisement: suitable for enhancing brand memory, such as "XX brand reminds you".

15 second advertisement: can convey core information, high cost-effectiveness.

30 second advertisement: suitable for telling brand stories and establishing emotional connections.

60 seconds or more: commonly used for deep communication or brand image films.

2. Column naming and special invitation

Brand is deeply tied to specific TV programs, such as "XX brand sponsored broadcast" and "XX brand special sponsorship". Title sponsorship usually includes rights such as opening and ending credits, host voiceover, and corner credits.

Advantage: Deeply tied to high-quality content, enhancing brand favorability.

Suitable for: Brands that hope to quickly increase their visibility through the influence of their programs.

3. Implanted advertising

Incorporate brand products or logos naturally into the program content, such as actors using a certain brand of mobile phone or a certain brand of beverage appearing in the scene.

Advantage: Subtle influence, high audience acceptance.

Challenge: Implantation needs to be natural, otherwise it may easily trigger aversion.

4. Interactive advertising

It mainly appears on the OTT end, where viewers can interact with advertisements through remote control clicks, mobile phone scanning, and other methods, such as receiving coupons, participating in lucky draws, and viewing details.

Advantage: Connect the shortest path from viewing to conversion.

Suitable for brands that pursue direct effect conversion.

5. Brand Zone

A dedicated page created for brands on the OTT platform, aggregating brand videos, product information, events, and other content, which viewers can actively click to browse.

Advantages: Deep communication and accumulation of user interest.

Suitable for: Brands with rich content assets.

6. Startup advertisement

The first full screen advertisement that appears when a user opens a smart TV is usually a video or image, lasting for several seconds to tens of seconds.

Advantages: Forced exposure, 100% visibility, no interference.

Suitable for: new product launches, brand events.

7. Suspend advertising

The advertisement displayed when the user presses the pause button can be static or dynamic. This is a unique 'attention surplus' scenario.

Advantages: No disturbance, can watch for a long time.

Suitable for conveying slightly complex information.

4、 Classified by delivery method: from widespread casting to precise targeting

1. Time slot purchase

Purchase advertisement duration during specific time periods (such as prime time and late night). This is the main delivery method of traditional television, priced according to ratings.

2. Program Title/Sponsorship

Bind with specific programs to obtain series rights. The price is usually higher than time slot advertising, but the effect is also better.

3. Programmatic purchasing

Mainly on the OTT end, automated and precise advertising purchases are achieved through the DSP platform. Targeted regions, audiences, and content scenes can be optimized in real-time.

4. Package segment/package channel

Buy out all advertising resources of a certain channel or time slot to form exclusive exposure. Suitable for big brands with sufficient budget.

5、 How to choose the appropriate type of TV advertisement? Five step decision-making method

Step 1: Clarify marketing objectives

Establish widespread popularity: Choose to name traditional TV prime time or popular programs.

Accurately reach specific audiences: choose OTT targeted advertising.

New product launch: OTT startup advertisement+patch combination, quickly ignited.

Brand image building: Brand films of over 30 seconds and high-quality program titles.

Step 2: Understand the target audience

Is your audience the elderly population? Traditional television is more suitable.

Is it a young family? OTT is mandatory.

Are you a business person? Consider news programs or financial channels.

Step 3: Match budget

Adequate budget: CCTV/TV prime time+OTT startup+top program naming.

Medium budget: Focus on investing in OTT, paired with local stations or non prime time slots.

Limited budget: Single form precise placement, such as OTT patch or local station column sponsorship.

Step 4: Creative Adaptation Form

Different forms require different creativity:

15 second hard broadcast: core information, simple and direct.

Implanted advertising: Naturally integrated without disrupting the plot.

Interactive advertising: guide clicks and design attractive interactive points.

Step 5: Effect Tracking and Optimization

Traditional television: evaluated through ratings and brand research.

OTT: Optimizing through exposure, clicks, and interactive data.

Tianci Media is a professional television advertising platform with rich resources and advertising experience from CCTV, major TV stations, and mainstream OTT platforms. It can provide you with one-stop services from strategy formulation, form selection, creative production, and effect tracking.

6、 Common Misconceptions and Avoiding Pits Guide

Misconception 1: Believing that TV advertising equals traditional TVC

Truth: Television advertising has evolved into over a dozen forms, and OTT advertising is becoming mainstream. Staring solely at traditional television may miss out on more precise and interactive opportunities.

Misconception 2: Ignoring the Precision Capability of OTT

Truth: OTT advertising can target regions, audiences, content scenes, and even achieve cross screen follow-up. Using the mindset of investing in traditional television to invest in OTT is equivalent to wasting its core advantages.

Misconception 3: One size fits all approach to creativity

Truth: Placing a 15 second TVC on both traditional TV and OTT will inevitably have a discounted effect. OTT advertising is more suitable for interactive, long form, and high-quality creativity.

Misconception 4: Only focus on ratings, not audience matching

Truth: High rated programs may not necessarily be suitable for your brand. A program with a focus on elderly audiences, no matter how high the ratings are, is meaningless for young brands.

Misconception 5: Short term advertising, expecting immediate results

Truth: The brand building effect of television advertising takes time to accumulate. Whether it is traditional TV or OTT, it is recommended to use at least quarterly cycles.

7、 Conclusion

How many types of TV commercials are there? The answer is: divided into 2 types by channel (traditional TV, OTT), 7 or more types by form (hard broadcasting, naming, implantation, interaction, brand zone, startup, pause), and 4 types by delivery method (time slot, sponsorship, programmatic, package segment). This is a rich and three-dimensional media matrix.

For beginners, the key is to choose the most suitable combination of forms based on their own marketing goals, audience characteristics, and budget. Traditional television focuses on breadth, while OTT focuses on depth; Hard advertising for exposure, naming for endorsement, and interaction for conversion.

In this new golden age of television, understanding classification is just the first step. The real challenge lies in how to scientifically combine and execute with precision. Tianci Media is a professional television advertising platform that can provide you with professional support throughout the entire process, ensuring that every penny of your television budget is worth it.