Digital advertising tactics are evolving. Many traditionally ‘offline’ strategies are being connected to the internet, becoming highly targeted, measurable and impactful. TV advertising is no longer limited to live broadcast commercial breaks; with video streaming there is ample opportunity for advertisers to integrate data and reach audiences in increasingly poignant moments.
What is Linear TV Advertising?
Linear TV is television watched live, with content delivered on a fixed schedule. This can be via a cable or satellite subscription or antenna, examples being ITV, Channel 4 and Sky. Viewers tune in at dedicated times to watch their favourite programmes, and ads are shown during commercial breaks.
Advantages of Linear TV Advertising
- Reaching older demographics: these audiences can be difficult to reach across other digital channels and make up a core number of linear TV viewership.
- Building brand credibility: advertisements on established networks can enhance brand credibility and visibility, as viewers often trust content from known sources.
- Aligning with high-profile events: linear TV excels during live events, such as sports or award shows, where viewer engagement is at its peak.
Disadvantages of Linear TV Advertising
- Limitations in targeting: Ad slots are largely chosen on inferences made about audiences tuning into certain programmes, so it is difficult to get specific with your targeting.
- Inflexibility: Due to scheduling, ad slots must be confirmed well in advance, leaving little room for changes.
- Expensive: Accessing prime slots can have a high cost, meaning it’s less accessible for smaller businesses.
What is Connected TV Advertising?
By contrast, Connected TV is watched on a television that’s connected to the internet, which allows content to be streamed on demand via platforms like All4, Netflix and YouTube.
Advantages of Connected TV Advertising
- Data-led targeting: CTV’s internet connection allows advertisers to integrate data segments in real-time, enabling the use of 1st party, demographic, interest and geo data.
- Exciting formats: as well as the standard in-stream ads that play before, during and after streaming content, additional formats are available that allow brands to position themselves in front of viewers in increasingly less intrusive ways. Overlays and companion ads can effectively promote brands and products without interrupting the viewing experience.
- Increased efficiency: CTV costs are generally lower than linear TV, and targeting availability reduces media wastage.
Disadvantages of Connected TV Advertising
- Disjointed audiences: there’s a multitude of CTV platforms offering ad spots and with many users accessing multiple streaming services, it can be difficult to reach a broad audience.
- Measurement capabilities: despite being significantly more sophisticated than linear TV ad insights, they can require more complex pixel implementation to track results.
- Negative opinion: ad-supported paid-for subscription services are receiving increasingly negative customer feedback.
Conclusion
TV advertising continues to evolve through improvements in addressability, functionality and measurability. For brands seeking to reach older demographics and the credibility of renowned channels, Linear TV may provide value. On the other hand, for advertisers focused on targeted campaigns and engaging content, CTV is a compelling option. Ultimately, the right solution will depend on many factors including a brand’s objective, creative capabilities and target audience, meaning that we may see a hybrid approach to TV targeting continue.
For advice on the best approach to help your brand reach its goals, get in touch with our team.