Expand Linear TV Reach and Targeting

OTT / CTV can efficiently expand your campaign television reach. We always recommend a balanced scorecard while allowing the performance to inform the spend distribution.

  • Inform consumer and network targets
    • We have utilized OTT/CTV to inform larger Hispanic targeting initiatives leading to linear TV network additions to include Hispanic targeted networks.
    • Some networks are more risky to test in a traditional linear environment (such as HGTV or Discovery Prime) but may produce the best results via OTT/CTV. This learning allows us to add networks to linear plans with more confidence and less risk for our clients.

The Media Tipping Point

  • 78 million U.S. households maintained a cable subscription at the start of 2021. At the same time, advertisers could reach more than 84 million households via connected, streaming TV services for the first timeAnd, according to The Trade Desk, and all of us in this business – this trend is not likely to reverse.
  • OTT / CTV outpaced all other media in 2020 (which is not a surprise to anyone) and the projected cord cutting for 35+ in 2021 is something that can not be ignored.
  • That being said, campaigns targeting 65+ DTC products and services outperformed linear TV in some cases. This is a huge finding for companies targeting 65+ and should be a strong consideration to augment the linear workhorse.
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