The Impact Of Connected TV
CTV Isn’t Replacing TV – It’s Giving Advertisers More Ways to Win
If you’ve spent any time reading marketing headlines recently, you’d be forgiven for thinking traditional TV is on its way out.
The reality is very different. TV hasn’t been replaced. It’s evolved.
Connected TV (CTV) has opened up exciting new opportunities for advertisers, but that doesn’t mean linear TV has suddenly stopped working. In fact, the two are proving to be an incredibly powerful combination.
It’s Not A Battle.
There’s a tendency to talk about linear TV and streaming as if they’re competing with each other.
They’re not.
People still love watching live sport, entertainment shows, dramas and big TV events. At the same time, they’re also streaming box sets, films and catch-up content whenever it suits them.
They’re simply watching more great content in more ways.
That’s why the best advertising strategies don’t force a choice between linear TV and CTV. They use both.
Different Jobs, Same Goal.
Think of it this way…
Linear TV is brilliant at getting your brand in front of lots of people, quickly. If you’re looking to build awareness or launch a campaign at scale, it’s hard to beat.
CTV adds another dimension. It helps you reach viewers who spend more time streaming, gives you greater flexibility over who sees your ads, and provides more detailed reporting on campaign performance.
One isn’t better than the other – they just do different jobs.
And together, they make each other stronger.
Viewers Don’t Think In Channels
Most people don’t sit down and think, “Tonight I’m watching linear TV.”
They just switch on the television and watch something they enjoy.
Sometimes that’s live TV.
Sometimes it’s Netflix, ITVX, Disney+, Prime Video or another streaming service.
The screen hasn’t changed. The viewing habits have.
That’s why advertisers should focus less on where content is being watched and more on reaching the right audience, wherever they’re watching.
The Best Campaigns Use Both
We’ve seen time and again that the strongest TV campaigns are rarely all one thing.
Linear TV delivers the reach and impact that builds brands.
CTV helps extend that reach, reinforce your message and connect with audiences who may not watch as much traditional TV.
It’s not about replacing one with the other. It’s about using each where it performs best.
The Chase Media View:
The TV landscape is changing, and that’s a good thing.
Advertisers have more choice than ever before, but they don’t need to abandon what’s always worked.
The real opportunity is bringing everything together into one smart TV strategy.
Because whether someone is watching live TV, catching up on last night’s drama or streaming their favourite series, they’re still watching television.
And that’s where your brand should be too.