How is Connected TV Different From Linear TV and Video Advertising?
CTV advertising, linear TV ads and video advertising are all similar because they relate to video advertising placed within video programming, rather than static ads that may appear as text messages at the top of websites or in search engines results pages. But they differ in the viewership they reach and in the ways marketers find target audiences.
Linear TV describes traditional television viewed via a cable TV set-top box, satellite TV connection, or, in rare cases, even an old-fashioned television antenna. Often today, cable TV providers bundle broadband internet access with cable services, but that does not make your cable connection the same as a connected TV.
When you’re creating a programmatic linear TV campaign, you’ll target viewers based on Nielson data, as well as qualities like age, household income and the shows they watch, the days and times they watch, and the channels they tune into.
Is linear TV advertising actually what you’re looking for? Learn more about our programmatic linear (PLTV) advertising options here.
What are the Benefits and Why Should You Advertise on Connected TV?
Studies show that most purchasing decisions are made at the household level, meaning that it’s key for today’s brands to deliver the right messaging to the members of the household. And today, those members of the household are watching CTV. MediaPlayNews reports that 68% of all TV viewing today takes place via streaming, while 28% comes from traditional TV networks. Even live sports, the last bastion for cable TV, is shifting to connected TV, with 39% of sports viewers cheering on their favorite teams on ad-supported streaming or social media platforms.
Connected TV offers several advantages over linear TV advertising as well as other forms of advertising. However, its real power lies in combining CTV campaigns with other types of digital advertising. By retargeting consumers with relevant ads on their connected TV screen, mobile device and computer, for example, you can improve brand recognition and drive conversions.
Connected TV advertising also delivers more bang for the buck than linear TV advertising. You can stay within your budget while reaching your target audience through sophisticated audience segmentation technology. Additionally, the advertising platform delivers:
- High quality ads
- The ability to track your consumer through the buyer’s journey and across devices
- Retargeting capabilities
- Ad formats and ads that drive engagement across channels
- Real-time analytics and metrics
Check out some connected TV case studies to learn how brands like yours, including a national pizza chain and a multinational tire company, leverage CTV advertising for success.