Advertisers Don’t Need to Choose Between CTV and Linear

Despite the huge amount of attention given to connected TV, realistically, we’re still years away from the true year of CTV. While CTV has seen record growth over the last two-plus years, there’s still a very sizable viewership on linear television; only 2% of respondents (opens in new tab) to TiVo’s Q4 2021 Video Trends Report reported canceling their pay TV service in the last six months, down significantly from the last survey.

So, if cable and streaming will continue to coexist for the long term, advertisers shouldn’t feel like they have to choose between the two mediums. Bridging the linear and digital ecosystems can bring tremendous benefits to how advertisers tap into quality inventory, reach audiences across screens and measure and attribute their outcomes.

Upfront buying vs. RTB trading

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