[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Flinear-vs-connected-tv-advertising":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":435,"breadcrumbs":436,"reading_minutes":167,"category":444,"head":447},"2024-10-28T11:17:22",{"rendered":6},"\n\u003Cp>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.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-linear-tv-advertising\">What is Linear TV Advertising?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#advantages-of-linear-tv-advertising\">Advantages of Linear TV Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#disadvantages-of-linear-tv-advertising\">Disadvantages of Linear TV Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-connected-tv-advertising\">What is Connected TV Advertising?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#advantages-of-connected-tv-advertising\">Advantages of Connected TV Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#disadvantages-of-connected-tv-advertising\">Disadvantages of Connected TV Advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#conclusion\">Conclusion\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-linear-tv-advertising\">What is Linear TV Advertising?\u003C\u002Fh2>\n\n\n\n\u003Cp>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.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"advantages-of-linear-tv-advertising\">Advantages of Linear TV Advertising\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Reaching older demographics: \u003C\u002Fstrong>these audiences can be difficult to reach across other digital channels and make up a core number of linear TV viewership.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Building brand credibility\u003C\u002Fstrong>: advertisements on established networks can enhance brand credibility and visibility, as viewers often trust content from known sources.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Aligning with high-profile events\u003C\u002Fstrong>: linear TV excels during live events, such as sports or award shows, where viewer engagement is at its peak.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"disadvantages-of-linear-tv-advertising\">Disadvantages of Linear TV Advertising\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Limitations in targeting\u003C\u002Fstrong>: Ad slots are largely chosen based on inferences made about audiences tuning into certain programmes, so it is difficult to get specific with your targeting.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Inflexibility\u003C\u002Fstrong>: Due to scheduling, ad slots must be confirmed well in advance, leaving little room for changes.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Expensive\u003C\u002Fstrong>: Accessing prime slots can have a high cost, meaning it’s less accessible for smaller businesses.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-connected-tv-advertising\">What is Connected TV Advertising?\u003C\u002Fh2>\n\n\n\n\u003Cp>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. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"1350\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fshutter-speed-JKfDuqD90pI-unsplash.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-30822\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"advantages-of-connected-tv-advertising\">Advantages of Connected TV Advertising\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Data-led targeting\u003C\u002Fstrong>: CTV’s internet connection allows advertisers to integrate data segments in real-time, enabling the use of 1st party, demographic, interest and geo data.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Exciting formats\u003C\u002Fstrong>: 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.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Increased efficiency\u003C\u002Fstrong>: CTV costs are generally lower than linear TV, and targeting availability reduces media wastage.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"disadvantages-of-connected-tv-advertising\">Disadvantages of Connected TV Advertising\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Disjointed audiences\u003C\u002Fstrong>: 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.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Measurement capabilities\u003C\u002Fstrong>: despite being significantly more sophisticated than linear TV ad insights, they can require more complex pixel implementation to track results.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Negative opinion: \u003C\u002Fstrong>ad-supported paid-for subscription services are receiving increasingly negative customer feedback.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"conclusion\">Conclusion\u003C\u002Fh2>\n\n\n\n\u003Cp>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. \u003C\u002Fp>\n\n\n\n\u003Cp>You can \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fprogrammatic-advertising-explained\u002F\">learn more about programmatic advertising, best practice and more\u003C\u002Fa> in my comprehensive guide. \u003C\u002Fp>\n\n\n\n\u003Cp>For advice on the best approach to help your brand reach its individual goals, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team. \u003C\u002Fp>\n",false,"standard",[10,11],39,286,[],[14],230,[16,17,18,19,20,21,22,23,24],"post-30817","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-programmatic",{"page_content_modules":26,"hero":163},[27,116],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"Talk TV to me: Pros and cons of Linear vs Connected TV advertising",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},134,"\u002Fabout\u002Four-team\u002Fharriet-howarth\u002F","Harriet Fitzgerald","Associate Director, Head of Programmatic","","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":40,"specialist_service_links":41,"photo":60},"\u003Cp>Associate Director, Head of Programmatic. Joined Impression in September 2022.\u003C\u002Fp>\n\u003Cp>I first started working in Programmatic 5 years ago at a large agency. Over this time I have led a number of global accounts across lots of different industries.\u003C\u002Fp>\n\u003Cp>Day to day, I will be building out Impression’s programmatic proposition, building a team and running campaigns\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>In my free time, you can find me cooking, going for walks and playing squash!\u003C\u002Fp>\n",[42],{"page":43,"link_text":59},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":37,"post_title":47,"post_excerpt":37,"post_status":48,"comment_status":49,"ping_status":49,"post_password":37,"post_name":50,"to_ping":37,"pinged":37,"post_modified":51,"post_modified_gmt":51,"post_content_filtered":37,"post_parent":52,"guid":53,"menu_order":54,"post_type":55,"post_mime_type":37,"comment_count":56,"filter":57,"url_path":58},316,"98","2021-01-06 16:32:37","Programmatic","publish","closed","programmatic","2025-04-08 07:20:24",169,"\u002F?page_id=316",0,"page","0","raw","\u002Fpaid-media\u002Fprogrammatic\u002F","Programmatic Advertising",{"ID":61,"id":61,"title":62,"filename":63,"filesize":64,"url":65,"link":66,"alt":37,"author":67,"description":37,"caption":37,"name":68,"status":69,"uploaded_to":54,"date":70,"modified":70,"menu_order":54,"mime_type":71,"type":72,"subtype":73,"icon":74,"width":75,"height":76,"sizes":77},33327,"Harriet-Howarth","Harriet-Howarth.png",414235,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&q=90","\u002Fharriet-howarth-4\u002F","12","harriet-howarth-4","inherit","2025-05-29 11:56:28","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":78,"thumbnail-width":79,"thumbnail-height":79,"medium":80,"medium-width":81,"medium-height":82,"medium_large":83,"medium_large-width":84,"medium_large-height":85,"large":86,"large-width":87,"large-height":88,"1536x1536":89,"1536x1536-width":90,"1536x1536-height":91,"2048x2048":92,"2048x2048-width":93,"2048x2048-height":94,"post-thumbnail":95,"post-thumbnail-width":96,"post-thumbnail-height":97,"12_col":98,"12_col-width":99,"12_col-height":100,"default_landscape":101,"default_landscape-width":102,"default_landscape-height":76,"default_portrait":103,"default_portrait-width":76,"default_portrait-height":102,"6_col_and_margin_short":104,"6_col_and_margin_short-width":96,"6_col_and_margin_short-height":100,"11_col_and_margin":105,"11_col_and_margin-width":106,"11_col_and_margin-height":100,"9_col_rectangle":107,"9_col_rectangle-width":108,"9_col_rectangle-height":109,"11_col":110,"11_col-width":111,"11_col-height":100,"staff_image_696_600":112,"staff_image_696_600-width":75,"staff_image_696_600-height":76,"rectangular_thumbnail":113,"rectangular_thumbnail-width":114,"rectangular_thumbnail-height":115},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":117,"reduced":29,"top_overlap":118,"bottom_underlap":118,"disable_observer":-1,"heading":119,"cta_text":120,"cta_link":121,"items":122},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[123,139,153],{"type_key":17,"title":124,"excerpt":125,"to":126,"postedAt":127,"readingTime":128,"image":129,"authors":130,"category":137},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[131,134],{"name":132,"image":133},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":135,"image":136},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":138,"name":47},"\u002Fblog\u002Fcategory\u002Fprogrammatic\u002F",{"type_key":17,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":144,"image":145,"authors":146,"category":150},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[147],{"name":148,"image":149},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":151,"name":152},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":17,"title":154,"excerpt":155,"to":156,"postedAt":157,"readingTime":158,"image":159,"authors":160,"category":162},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[161],{"name":148,"image":149},{"to":151,"name":152},{"type":164,"style":165,"heading":30,"date":4,"updatedAt":166,"reading_minutes":167,"image":168,"imageAlt":30,"categories":169,"collections":434},"blog-post","light","2026-02-18T13:22:37",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F10\u002Fgetty-images-qb20msTsY50-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[170,355],{"id":10,"count":171,"description":172,"link":151,"name":152,"slug":173,"taxonomy":174,"parent":54,"meta":175,"acf":176,"head_links":177,"resource_count":178,"yoast_title":179,"yoast_meta":180,"yoast_json_ld":225,"_links":323,"path":151},281,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":37,"title_override":37,"hidden":7},[],95,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[181,183,186,189,192,195,198,200,202,204,207,210,213,216,219,222],{"property":182,"content":179},"title",{"property":184,"content":185},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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