How marketers are bridging the gap between streaming and linear TV

Melanie Hamilton

Examines how data-driven TV advertising, using a balanced mix of linear and addressable TV, can create measurable success in future, more targeted, cross-channel campaigns.

Traditional TV has long been a fundamental advertising vehicle for national brands with messages intended for broad and niche audiences. Today, the use of data in TV advertising has expanded the medium from a vehicle used solely for broad awareness to a full-funnel marketing solution. Where traditional TV excels with its broad reach capability, addressable TV is used best to influence consideration, intent, and lower-funnel consumption behaviors among viewers who are most likely to be in-market.

And while savvy marketers know that both traditional and advanced TV tactics are optimal, finding the right balance can be a challenge. Can a...

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