Best Practices for Advertising on Linear and Connected TV in 2023

While linear and cable TV advertising share some similarities, there are also distinct differences in the best practices for advertising on each platform. Linear TV advertising is often geared towards reaching a broad audience and may involve creating memorable ads that can be easily consumed in a short amount of time. In contrast, cable TV advertising may involve targeting more niche audiences and may require more specialized content that speaks directly to their interests and needs. 

Additionally, with the rise of connected TV and streaming services, advertising on cable TV may involve integrating with digital channels to create a cohesive advertising campaign. The best practices for advertising on each platform will depend on your target audience, the type of content you're advertising, and your overall advertising strategy.

Linear TV Advertising Best Practices

Linear TV advertising has been a popular medium for decades and continues to be a powerful tool for reaching a wide audience. However, as technology advances and viewing habits change, it's important to adapt your advertising strategy to ensure your message is being heard. Here are ten best practices for linear TV advertising in 2023.

Know Your Audience

Understanding your target audience is essential to creating effective advertising. In 2023, this means not only demographic information but also viewing habits and preferences. Use data analytics to gain insights into your audience and tailor your ads accordingly.

Embrace Personalization

Personalization is becoming increasingly important in advertising. In 2023, viewers expect personalized ads that cater to their interests and needs. Use data to create targeted ads that speak directly to your audience.

Leverage Advanced Technologies

With the rise of advanced technologies, linear TV advertising is becoming more interactive and engaging. Take advantage of augmented reality, voice-activated ads, and other cutting-edge technologies to create a memorable experience for viewers.

Optimize for Multiple Screens

In 2023, viewers will continue to consume content on multiple devices. Ensure your ads are optimized for viewing on various screens, from smartphones to smart TVs.

Test and Refine

Test different versions of your ads and refine them based on performance data. Continuously analyze metrics such as engagement rates and conversion rates to improve the effectiveness of your ads.

Utilize Cross-Platform Advertising

Linear TV advertising is just one piece of the puzzle. In 2023, it's important to integrate your TV ads with other channels such as social media, digital ads, and search marketing to create a cohesive campaign that reaches your audience at every touchpoint.

Prioritize Storytelling

The power of storytelling cannot be underestimated. In 2023, viewers will respond to ads that tell a compelling story and evoke emotion. Use storytelling techniques to create a memorable and impactful ad.

Consider Ad Length

The length of your ad is an important consideration in 2023. While traditional 30-second ads still have their place, shorter ads that can be easily consumed on mobile devices are becoming increasingly popular.

Focus on Branding

Branding is essential in linear TV advertising. Ensure your ads are consistent with your brand message and values. Create a memorable brand experience that resonates with viewers.

Stay Relevant

Finally, in 2023, it's important to stay relevant with current events and trends. Stay on top of news and pop culture, and incorporate these themes into your ads to ensure they resonate with your audience.

Connected TV Advertising Best Practices

Connected TV (CTV) advertising has exploded in popularity in recent years and shows no signs of slowing down. As viewers increasingly shift their viewing habits to streaming services, CTV advertising presents a unique opportunity to reach a highly engaged audience. Here are ten best practices for CTV advertising in 2023.

Embrace Addressable Advertising

One of the key benefits of CTV advertising is the ability to target specific audiences with addressable advertising. Use data analytics to segment your audience and deliver personalized ads that speak directly to their needs and interests.

Leverage Interactive Elements

In 2023, CTV ads will continue to become more interactive and engaging. Take advantage of features such as clickable overlays, interactive ads, and in-app purchases to create a more immersive experience for viewers.

Utilize Cross-Device Targeting

With the rise of connected devices, it's important to ensure your ads are optimized for multiple screens. Use cross-device targeting to reach viewers on their mobile devices, tablets, and smart TVs.

Experiment with Ad Formats

In 2023, CTV advertising will continue to evolve, with new ad formats emerging. Experiment with different formats such as shoppable ads, sponsored content, and influencer partnerships to find what works best for your brand.

Optimize for Voice Search

As voice search becomes more prevalent, it's important to ensure your ads are optimized for this format. Use voice-activated ads that can be triggered by voice commands to make it easier for viewers to engage with your brand.

Consider Brand Safety

Brand safety is a growing concern in the advertising industry. Ensure your ads are placed in safe environments that align with your brand values to protect your brand reputation.

Use Performance Metrics to Optimize

Use performance metrics such as engagement rates, view-through rates, and conversion rates to optimize your ads for maximum impact. Continuously test and refine your ads to improve their effectiveness.

Take Advantage of Data Analytics

Data analytics is essential to creating effective CTV advertising in 2023. Use data to gain insights into your audience and tailor your ads accordingly. Use real-time data to adjust your strategy and stay ahead of the competition.

Personalize the Viewer Experience

Personalization is key to creating effective CTV ads. Use data to create personalized ads that cater to viewers' interests and needs. Use retargeting to reach viewers who have previously engaged with your brand.

Invest in Creative Excellence

Finally, in 2023, it's important to invest in creative excellence. With so many ads vying for viewers' attention, it's essential to create ads that stand out. Use innovative storytelling techniques and high-quality production to create a memorable ad experience.

Looking Ahead: Effective Advertising in 2023

Both linear and cable TV advertising present unique opportunities to reach a broad audience with your message. However, the best practices for advertising on each platform may vary based on the type of content you're promoting, your target audience, and your overall advertising strategy. It's important to stay up to date with the latest trends and technologies in the advertising industry and to continually test and refine your ads to optimize their effectiveness. By incorporating best practices for both linear and cable TV advertising, you can create impactful ads that resonate with your audience and drive results for your brand.