The lines between traditional linear TV and Connected TV (CTV) are blurring. In a webinar hosted by MediaPost, Marketing Architects Chief Media Officer Catherine Walstad and Chief Technology Officer Aaron Lange explore how savvy marketers are breaking down silos between linear and CTV to create more effective, holistic TV advertising campaigns.
Because going all-in on CTV is causing marketers to miss the biggest opportunity on TV today. There’s a reason why 73% of marketers agree linear and CTV work better together to achieve their marketing goals. And research repeatedly shows the highest-reach campaigns engage audiences however they watch.
From using AI for smarter media buying to adopting multi-model measurement, Catherine and Aaron offer a roadmap for successful TV advertising in 2025 and beyond. Together, they reveal a future where TV isn't dying, but transforming into a more dynamic, effective, and measurable medium than ever before. Tune in to learn:
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Why linear TV remains powerful. Despite fragmentation, linear TV advertising continues to be one of the most effective marketing channels, with linear still commanding more than half of total TV viewing time.
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How the lines between linear and CTV are blurring. Consumers don't differentiate between content delivery methods. Plus, many streaming services now offer live linear programming, further blending the two.
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Why a unified approach is crucial. Advertisers should stop siloing linear and CTV efforts. An integrated strategy focusing on audience reach across all TV forms drives better results.
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AI enhances media buying across all forms of TV. Advanced AI can analyze billions of data points to identify optimal media buys across the entire TV landscape, improving campaign efficiency and performance.
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Multi-model measurement matters. No single metric determines TV campaign success. Using multiple attribution models provides a more comprehensive view of performance across short and long-term impacts.
