The Blurring Lines Between Linear and CTV
Despite the rise of streaming platforms, live TV continues to attract a significant audience. Viewers are drawn to live TV for several reasons, such as the shared experience, the immediacy of live events, the reliability of the viewing experience and that the medium is perceived as a more trustworthy source of news and information.
As the lines between linear and connected TV (CTV) continue to blur, marketers are faced with new opportunities and challenges. CTV platforms, such as Roku and Amazon Fire TV, offer advertisers the ability to target specific audiences and measure the effectiveness of their campaigns. However, linear TV still reaches a broader audience and offers a more traditional viewing experience.
To navigate this evolving landscape, marketers must adopt a hybrid approach that combines the reach of linear TV with the targeting capabilities of CTV. This involves developing strategies that seamlessly integrate across both platforms, ensuring that messages are delivered to the right audience at the right time. By understanding the motivations and preferences of these viewers, marketers can develop more effective campaigns that resonate with their target audience.
As Simulmedia notes in its blog on the subject, “Demystifying the Differences Between Linear TV and CTV,” “Linear TV is no longer a single, steady format; it has grown and changed, with linear TV advertising effectively merging into digital experiences due to the proliferation of audience viewing options, particularly around linear-like digital consumption. For marketers, this evolution means that to thrive in the future world of TV is not just about being proficient in the CTV advertising space but also in the nuances of linear TV. Brands will need to know how to tap into TV’s fragmented audience effectively. Ignoring this interconnectedness risks missing out on a significant segment of the TV audience, because a majority of ad opportunities coming through these linear-like streaming experiences are fulfilled through the linear TV pipes, with only a small portion fulfilled through the CTV pipes.”
Reaching Engaged TV Audiences
Television audience measurement is on the precipice of innovation due to the opportunity to leverage data from set top boxes, smart TV’s, and other sources. However, big data isn’t a panacea: it solves some problems while ignoring, or even exacerbating, others. Over-the-air television is one segment of the industry that is often overlooked during discussions of future currencies. In “Measuring OTA Programming,” All Things Insights’ Seth Adler discusses the subject with Jon Marks, Chief Research Officer, Scripps National Networks.
Looking forward to The Media Insights & Engagement Conference? It will be held February 3-5, 2025, at The Scott Resort & Spa, Scottsdale, AZ. A session on “A New Legacy for Live TV” will be presented by Charlotte Lipman, Director, Primary Research & Insights at DIRECTV. For marketers, live TV is crucial for reaching viewers at scale. DIRECTV consistently reaches an engaged, loyal audience where the majority of impressions are served live. In this session, Lipman will explore exclusive research findings that demonstrate why viewers lean into live TV and why these audiences are particularly relevant to advertisers as the lines between linear and CTV continue to blur.
Register for the Media Insights & Engagement Conference
Top Trends in Live TV
The live TV landscape is constantly evolving, with new trends emerging to cater to changing viewer preferences and technological advancements. Here are some of the top trends shaping the industry, according to Gemini:
1. Rise of Streaming Platforms:
- Cord-Cutting: The increasing popularity of streaming services like Netflix, Hulu, and Amazon Prime Video has led to a decline in traditional cable and satellite subscriptions.
- Live Streaming: Streaming platforms are offering more live content, including sports, news, and original programming.
2. Targeted Advertising:
- Advanced Analytics: Advertisers are using data-driven insights to target specific audiences and deliver more relevant ads.
- Addressable TV: This technology allows advertisers to target individual households based on their viewing habits and demographics.
3. Interactive TV:
- Second Screen Experiences: Viewers are increasingly using their smartphones or tablets to interact with live TV content, such as voting on polls or playing games.
- Voice Control: Voice-activated remote controls are becoming more common, allowing viewers to navigate and control their TV sets using voice commands.
4. Social TV:
- Integration with Social Media: Live TV is increasingly integrated with social media platforms, allowing viewers to share their thoughts and engage with other fans.
- Live Streaming on Social Media: Platforms like Facebook, Twitter, and YouTube are offering live streaming capabilities, blurring the lines between traditional TV and social media.
5. E-sports and Gaming:
- Live Streaming of Tournaments: E-sports events are attracting large audiences and are being broadcast on live TV channels.
- Integration with Gaming Consoles: Live TV is being integrated with gaming consoles, allowing viewers to watch live content and play games simultaneously.
6. Personalized Content:
- AI-Powered Recommendations: AI algorithms are being used to recommend personalized content to viewers based on their viewing history and preferences.
- Interactive Experiences: Live TV is becoming more interactive, with features like voting, polls, and quizzes.
Leveraging Linear and CTV Platforms
These trends are shaping the future of live TV, offering new opportunities for viewers and advertisers alike. As technology continues to advance, we can expect to see even more innovative and engaging live TV experiences.
As the media landscape continues to evolve, live TV remains a powerful tool for reaching engaged audiences at scale. By understanding the unique appeal of live TV and leveraging the capabilities of both linear and CTV platforms, marketers can develop effective campaigns that drive results.
Video courtesy of UCLA Anderson
