How to Advertise on Both Linear and CTV
Advertising across both linear and CTV (connected TV) networks and publishers can be a challenging task, as it requires a combination of different strategies and technologies. However, by understanding the key differences between these two platforms, and developing a comprehensive plan that takes into account your target audience, budget, and goals, you can effectively reach your desired audience and achieve your marketing objectives.
First, it's important to understand the key differences between linear and CTV. Linear TV is the traditional way of watching TV, in which viewers watch a scheduled program at a specific time on a specific channel. CTV, on the other hand, refers to streaming TV, which allows viewers to watch content on demand through a connected device, such as a smart TV, streaming stick, or game console.
Given these differences, your advertising strategy should take into account the unique characteristics of each platform. For linear TV, you'll want to focus on reaching a broad audience with high-impact, 30-second spots that are well-timed to reach your target audience. This can be done through careful scheduling of your ads, taking into account the programming and demographics of the channels and timeslots you choose.
For CTV, your strategy should focus on reaching a more targeted audience through personalized, interactive ads. Because CTV viewing is on-demand, you can use data to better understand the interests and behaviors of your target audience, and deliver ads that are more likely to be relevant and engaging. Additionally, you can use interactive and interactive video ads, allowing your audience to interact with your brand and engage in real-time.
One effective strategy to reach both the linear and CTV audiences is to use a combination of both. This can include running a 30-second spot on linear TV, and then following up with a personalized, interactive ad on CTV. This allows you to reach a broad audience with a high-impact message, and then engage with a more targeted audience in a deeper, more meaningful way.
Another strategy for reaching both audiences is to use streaming digital, which combines the reach of TV with the targeting, personalization, and measurement of digital advertising. This allows you to target specific audience segments, deliver relevant and personalized messages, and track performance in real-time. The campaign can be executed by using either a specific platform or third-party data management platform (DMP) solutions.
Ultimately, the best strategy for advertising across both linear and CTV networks and publishers will depend on your specific goals and audience. A combination of reach and targeting is usually the best approach, but it's also important to consider budget and resources when developing your plan.
Finally, it is important to note, the measurement and tracking of the performance is crucial for all types of TV advertising, linear and CTV. This allows you to understand which ads are resonating with your audience, optimize your campaigns accordingly, and measure the return on investment (ROI) of your advertising spend. One common metric is the GRP (Gross Rating Points) which is a measure of reach, frequency and impact of a campaign and ATS (Audience Target Rating) that measure how well the campaign met the intended audience, demographic and geographic targets.
In summary, advertising across both linear and CTV networks and publishers can be a challenging task, but it can be done by understanding the key differences between the two platforms, developing a comprehensive plan that takes into account your target audience, budget, and goals. Additionally, utilizing both high-impact spots on linear and personalized, interactive ads on CTV will help you to effectively reach your desired audience.
Find out how Simulmedia’s unique TV+® platform for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. Request a demo or email us at email@example.com.