Why Connected TV (CTV) is the Perfect Complement to a Linear TV Campaign—But Not a Standalone Solution
In today’s evolving media landscape, advertisers face a growing number of options when deciding how to reach their target audience. Linear Television (Linear TV) has long been the cornerstone of brand awareness campaigns, offering mass reach and reliable engagement. However, with the rise of streaming services and Connected TV (CTV), marketers now have additional ways to engage audiences. While CTV presents exciting opportunities, it works best as an addition to a well-planned Linear TV strategy rather than as a complete replacement.
In this article, we’ll explore why CTV serves as a valuable complement to Linear TV, how it contributes to campaign expansion, and why it shouldn’t be relied upon as a standalone solution.
Understanding Linear TV and CTV
Before diving into the synergy between the two, let’s define the key terms:
• Linear TV refers to traditional television broadcasting, where content is scheduled and delivered through cable, satellite, or over-the-air networks. Viewers watch programs in real-time or record them for later.
• Connected TV (CTV) refers to televisions connected to the internet, enabling users to stream content through apps like Netflix, Hulu, or YouTube TV. Advertisers can serve targeted ads through these platforms.
While both formats deliver video content, they differ in audience behavior, ad placement, and overall reach.
Why CTV Alone Isn’t Enough
Although CTV has gained traction, it doesn’t provide the same level of reach, impact, or reliability as Linear TV. Here’s why:
1. Limited Reach Compared to Linear TV
Linear TV still dominates when it comes to mass reach. It provides access to large, diverse audiences across different demographics. In contrast, CTV usage varies significantly by age group, with younger audiences adopting it more quickly while older demographics remain loyal to traditional television.
2. Fragmentation of Viewership
CTV audiences are spread across multiple platforms, including ad-supported services (like Hulu) and subscription-based ones (like Netflix, which historically hasn’t featured ads). This fragmentation makes it harder for advertisers to ensure a consistent message reaches a broad audience.
3. Challenges with Ad Avoidance and Completion Rates
On Linear TV, ad breaks are part of the viewing experience. While some viewers may channel surf, most still engage with ads. On CTV, however, viewers can often skip ads, opt for ad-free subscriptions, or multitask while streaming.
4. Higher CPMs on CTV
Cost per thousand impressions (CPMs) for CTV ads are generally higher than those for Linear TV. While CTV offers targeting advantages, advertisers pay a premium for these capabilities, making it a costly option when used alone.
How CTV Strengthens a Linear TV Campaign
Despite its limitations as a standalone solution, CTV is a powerful addition to a Linear TV campaign. Here’s how it acts as a complement rather than a replacement:
1. Expanding Reach to Cord-Cutters and Cord-Nevers
While Linear TV still captures a large audience, a growing segment of consumers—particularly younger generations—have cut the cord or never subscribed to traditional TV. CTV allows advertisers to expand their campaigns and reach these audiences who may not engage with Linear TV.
2. Enhancing Targeting Capabilities
One of CTV’s biggest advantages is its ability to deliver highly targeted ads based on demographics, interests, and viewing behavior. By integrating CTV into a Linear TV campaign, advertisers can reinforce their message with specific audience segments, improving overall campaign efficiency.
3. Extending Frequency and Reinforcement
A Linear TV ad campaign establishes brand awareness, but CTV can reinforce those messages by serving ads to viewers who have already been exposed on traditional TV. This addition increases the likelihood of engagement and conversion.
4. Providing Additional Data and Measurement
CTV offers advanced data tracking and attribution capabilities, allowing advertisers to measure engagement, conversions, and return on ad spend (ROAS) more precisely. When combined with Linear TV’s established metrics, marketers gain a more comprehensive view of campaign performance.
Best Practices for Combining Linear TV and CTV
To maximize the impact of a blended strategy, advertisers should follow these key best practices:
1. Use Linear TV for Broad Awareness, CTV for Precision Targeting – Start with a broad Linear TV campaign to establish reach, then use CTV to retarget specific audience segments.
2. Ensure Consistent Messaging Across Platforms – Maintain a unified brand message, but tailor creatives to fit the strengths of each medium.
3. Optimize Budget Allocation – Allocate a larger portion of the budget to Linear TV for mass exposure while dedicating a portion to CTV for reinforcement and personalization.
4. Leverage Cross-Platform Measurement – Use data from both Linear TV and CTV to analyze performance and refine future campaigns.
Conclusion
Connected TV is a powerful tool for modern advertisers, but it shouldn’t replace Linear TV—it should enhance it. By using CTV as a complement, brands can achieve greater reach, improved targeting, and enhanced campaign performance. The most effective strategy isn’t choosing one over the other but integrating both for maximum impact.
As advertising continues to evolve, the key to success lies in expanding campaigns across multiple platforms while leveraging the unique strengths of each. In this way, brands can build more effective, comprehensive marketing strategies that deliver results.
Would you like help developing a strategy to integrate CTV into your current Linear TV campaigns? Let’s discuss how you can maximize your advertising impact.
Image by yousafbhutta from Pixabay
