Advertising Strategies: Linear TV and Connected TV in 2023

February 17, 2023|Updates |By Conner Krizancic

The way people consume television content has drastically changed in recent years with the advent of new technology and platforms. With the growth of online streaming and on-demand services, it can be confusing to differentiate between the different types of TV services available. In this blog post, we will explain the differences between CTV, OTT, and linear TV.

Linear TV

Linear TV is the traditional form of television broadcasting, which delivers content in real-time, such as live sports events, news, and talk shows, to a specific schedule. Viewers can access linear TV through cable, satellite or over-the-air broadcast, and they must tune in at a specific time to watch their favorite shows.

The main advantage of linear TV is that it offers a shared viewing experience, as viewers can watch the same program simultaneously and interact with others. Additionally, it provides a sense of consistency, as viewers know when their favorite shows will air. However, linear TV lacks the flexibility of on-demand services and may not always cater to individual preferences.

OTT (Over-The-Top) TV

OTT, or over-the-top, TV refers to video content that is delivered over the internet, without the involvement of a traditional cable or satellite TV provider. Examples of OTT services include Netflix, Amazon Prime, and Hulu, which allow viewers to stream TV shows and movies on-demand.

OTT services offer the advantage of flexibility, as viewers can watch content at any time, and can often choose from a large library of TV shows and movies. Additionally, OTT services are accessible on a variety of devices, including smartphones, tablets, and smart TVs. However, the downside of OTT is that it requires a stable internet connection, and streaming quality may vary depending on internet speed and bandwidth.

CTV (Connected TV)

CTV, or connected TV, refers to television sets that are connected to the internet, allowing viewers to access online content directly on their TV screens. Examples of CTV platforms include Roku, Apple TV, and Amazon Fire TV.

CTV offers the best of both worlds, providing the shared viewing experience of linear TV with the flexibility of OTT. Viewers can access a range of streaming services on their TV sets, while also enjoying the social aspect of watching with family and friends. Additionally, CTV often provides a superior viewing experience, with better picture quality than traditional linear TV broadcasts.

CTV and Linear TV Advertising Strategies

Despite being a traditional advertising format, linear TV continues to offer unique benefits for advertisers looking to reach their campaign goals. With the ability to broadcast events as they happen, linear TV advertising provides a massive opportunity to reach millions of people, especially during live events like the Super Bowl. Additionally, linear TV can help advertisers reach the baby boomer generation, who still prefer the traditional format of television viewing.

Linear TV also allows for segmentation by carefully selecting channels and air times to reach specific audiences or marketing segments. On the other hand, connected TV (CTV) provides advertisers with the ability to reach highly targeted, potentially niche audiences, with access to detailed reporting and metrics. CTV can be used in conjunction with linear TV to help advertisers broaden their campaign reach and bridge the gap between the two channels through retargeting.

By repurposing linear TV ads for CTV campaigns, reallocating budgets to broaden campaign reach, and bridging the gap between channels through retargeting, advertisers can combine the power of linear TV and CTV to maximize their advertising impact. While linear TV offers a tried-and-true method of reaching a massive audience, CTV provides detailed metrics and targeted audience reach, making them a powerful combination for any advertising campaign.

Linear TV Advertising Benefits

Large Audience Reach: Linear TV allows advertisers to reach a broad audience, making it an effective medium for creating awareness about a brand or product. The reach of linear TV is particularly important for advertisers who want to target a mass audience and drive sales.

Advertise During Live Events: Linear TV provides advertisers with the opportunity to broadcast events as they happen, such as live sports events, award shows, and breaking news updates. By advertising during these events, advertisers can leverage the massive audience that tunes in to watch and create a memorable experience for viewers.

Segmentation: Linear TV enables advertisers to segment their target audience by selecting channels and air times to reach specific demographics. By choosing specific channels, advertisers can ensure that their message reaches a particular group of people who are interested in their product or service.

Consistency and Familiarity: Linear TV provides a consistent viewing experience for viewers, who know when their favorite shows will air. Additionally, the traditional format of linear TV has been around for decades, and it is a familiar medium for viewers, providing a level of trust and authenticity for advertisers who choose to advertise through it.

Connected TV Advertising Benefits

Targeted Advertising: CTV allows for highly targeted advertising, as it provides access to detailed metrics and insights into viewership habits, allowing advertisers to target specific audiences with personalized messages. Advertisers can leverage data such as location, browsing history, and device information to create targeted ads that resonate with their audience.

Flexibility and Convenience: CTV advertising offers flexibility and convenience for viewers, who can watch their favorite shows on-demand or at their convenience, without having to wait for a scheduled broadcast. Advertisers can leverage this convenience by creating engaging, interactive ads that capture viewers' attention and drive engagement.

Wide Reach: CTV is accessible on a range of devices, including smartphones, tablets, smart TVs, and gaming consoles. This wide range of devices and platforms allows advertisers to reach a broad audience, regardless of their viewing habits.

Measurable Metrics: CTV provides advertisers with detailed metrics and insights into their ad campaigns, including information on impressions, views, and engagement rates. This information allows advertisers to measure the effectiveness of their campaigns and make data-driven decisions to optimize their strategies for maximum impact.

Looking Ahead

As the television landscape continues to evolve with new technology and platforms, OTSM stays informed about the benefits and best practices of linear TV and connected TV advertising. Both formats provide unique advantages, whether it's the large audience reach and shared viewing experience of linear TV or the flexibility and targeted advertising capabilities of CTV. By understanding the differences and benefits of each format, advertisers can create effective advertising campaigns that reach their intended audience and drive results. Whether using linear TV or CTV, advertisers can leverage the strengths of each platform to create campaigns that engage, inform, and entertain viewers.