Why Invest in Data-Driven Linear TV Advertising?

When linear TV advertising (LTV) is in the news these days, it’s often in the context of being overtaken by connected TV (CTV) in total ad spend. 

But the key to successful TV advertising isn’t a binary. Read on to learn how data-driven linear differs from other types of advanced TV, and why it’s important to include in your full-funnel campaign strategies.

What is Data-Driven Linear TV Advertising?

Data-driven linear TV refers to using an automated technology or data-driven method of buying linear TV ads, both broadcast and cable. This includes, but is not limited to, the use of programmatic advertising.

Data-driven linear falls under the advanced TV umbrella, along with CTV, OTT, addressable TV, and programmatic TV.

Unfortunately, CTV makes many of traditional linear’s disadvantages clear: There is a desperate need for automation in the linear TV market, whereas the built-in automation of CTV offers efficiency, personalization, and flexibility. 

But traditional linear isn’t the only option anymore. Companies like Centro and WideOrbit bring automation capabilities to digital media buying and LTV transactions, simplifying the buying process of CTV, local, and national spots.

The Benefits of Linear

Equipped with data-driven and automated options for LTV ad buying, advertisers can capitalize on the massive linear TV market.

Local & breaking news continue to drive consistent consumption across the board, and brands don’t have to worry about impression fraud or brand safety. 

Linear + Connected TV

Overall, while LTV and CTV are often compared and contrasted, they work better together than apart. Consider leveraging both LTV and CTV in your next campaign to reach consumers across their range of TV devices.

Make sure to check out our Centro Institute webinar on how marketers can win by leveraging TV and digital together. 

Learn more about CTV advertising with Centro.

Sources:
https://www.marketingcharts.com/television/tv-advertising-112742
https://centro.net/wp-content/uploads/2021/02/Drive-Performance-with-Advanced-TV.pdf
https://www.emarketer.com/content/advertisers-shouldn-t-choose-between-linear-tv-and-ctv-they-need-to-do-both