White Papers: Linear & Connected TV Advertising

Insights, data, and playbooks on getting the most out of cross-channel TV advertising.

Recent White Papers

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How We Drive Viewership for Entertainment Marketers: Our Playbook For Tune-In and Theatrical Campaigns

Our playbook reveals how TV networks, streaming services, and movie studios can drive awareness, tune-in and box office.

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Reach and Reward: How Brands Can Win With Gamers

Our video game advertising playbook outlines how brands can successfully engage with the highly valuable gaming audience with TV-quality creative.

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The Cross-Channel TV Playbook: How Marketers Can Unlock Audiences on Linear and Connected TV

Our TV advertising playbook has everything you need to know on how to get started, navigate and scale across linear and connected TV (CTV).

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Q4 TV Advertising: Guide to the Holiday Season

Our tips and campaign blueprint will serve as a helpful guide to how TV can enhance your marketing strategy for Q4, while also preparing you for the New...

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How to Scale on TV Playbook

If you’ve been advertising on TV but need a strategy to attract even more customers to a website or app in a climate of falling ratings and audience fra...

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Navigating the Scatter Market Amidst Uncertainty

Whether you use TV advertising for customer acquisition, app downloads, site visits, or just increased audience reach, this whitepaper will help you nai...

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OTT and Linear TV: Determining Optimal Video Strategy

Download this white paper to learn about the ideal approach to managing your video ad budget across data-driven linear TV and streaming, also know as OTT.

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Make Every TV Ad Impression Count

CBS and Simulmedia have partnered to explore the reach and frequency imbalance currently affecting TV advertising in this whitepaper.

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How Legacy Brands Can Compete in a DTC Economy

In order to compete in the rising direct to consumer economy, established brands need to capitalize on their strengths while changing how they relate to...

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TV Advertising Reach & Frequency Imbalance

Learn more about how preventing reach and frequency imbalances enables you to make your TV ad dollars go further and get better results from your campai...

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The Hidden Story Behind TV's Ratings Decline

This guide for marketers offers an analysis of TV viewing data at the individual and household level, as well as tips on how to benefit from the results.

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Audience-Based Planning vs. Index-Based Planning

We explore two schools of media planning to help you decide which approach will drive better results for your TV advertising.

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