Traditional TV commercials, often referred to as linear advertising, are still relevant as the digital world continues to take shape. Linear TV is best defined as standard TV that is programmed and viewed through cable or satellite technology. This type of TV content has the potential to be directed to specific users in an on-demand manner, yet this is not the sole route for connecting with customers.
Most linear TV is designed around temporality, meaning viewership at specific points in time. As an example, the most coveted commercial slots in linear TV are primetime between 6 PM and 10 PM. Let’s delve into the purpose of linear TV ads in a world that is becoming increasingly digital by the day.
Linear TV Ads During the Digital Progression
Linear TV ads are presented to viewers through traditional TVs, but they can also be viewed through on-demand streaming video services since the term “linear”’ simply refers to scheduled programming. Linear TV shows are consumed in accordance with a strategically selected entertainment lineup.
Contrary to popular opinion, linear TV is unlikely to fade away within the next couple of years or decades. Linear TV is especially relevant to those in the millennial, generation X, and baby boomer age cohorts. Linear TV ads are presented to the viewing audience on a schedule, using software that helps determine which time slots are most effective for relevant ads.
Advertising to a viewing audience through linear TV might seem intimidating at first glance. Reach out to an advertising agency that negotiates deals with linear TV providers, and you’ll find airing your ads on traditional TV programs is easier than assumed.
Why Linear Advertising Will Still Thrive
The average business owner or manager is leaning toward digital advertising through streaming video services as it appears to be the wave of the future. Search the web for streaming video advertising strategy, and you’ll find plenty of information about OTT and connected TV, or CTV for short.
There is a difference between OTT and CTV. CTV is a device connected to a TV and the web for the streaming of on-demand content. OTT is video streamed through the web and accessed over-the-top on TV in a more traditional manner. OTT provides streaming content access, whereas CTV offers a display platform. CTV essentially means screens, while OTT is more device-oriented.
Despite all the hype about CTV and OTT, there is still room for linear advertising on traditional TV to convert viewers into customers. As an example, linear TV advertising provides a golden opportunity to advertise during sports events, shows with live audiences, and more.
It’s worth noting that linear TV is especially appealing to older individuals. If your business targets baby boomers, generation X, or older millennials, it will likely benefit from linear TV ads.
According to Insider Intelligence, nearly 40% of those age 55 on up spend more time-consuming linear TV displayed on cable than other platforms. More than 20% of Generation X members spend more time viewing linear TV on cable than streaming services.
Linear TV Empowers Businesses to Segment
Much has been made of the targeting capabilities of CTV. However, it is also possible to target linear TV viewers with the strategic placement of commercials on specific channels or airtime hours.
Do some research into your customers, define buyer personas for better targeting, and you’ll get a better sense as to whether your customers are inclined to view shows on linear TV at specific times.
Programmatic Linear TV Ads
Programmatic linear TV advertisements have paved a new path for businesses to connect with customers. The purchase of programmed ads has been streamlined to the point that it is possible to automate the purchase of ads for presentation. Programmatic linear TV advertising empowers business owners to buy slots for accurate reach, presenting information to the target audience with mutually beneficial efficiency.
Programmatic advertising on linear TV is conducted through two methods: targeting at the user level and targeting at the media level. Targeting at the user level relies on the income of the household along with age and additional demographic information to present relevant ads. Choose targeting that is media level, and advertisement slots will be selected in accordance with variable ratings from audience ratings to air times and show type.
It is clear that linear TV advertising still has an important role to play in the digital world. Make wise use of opportunities for programmatic linear TV advertising, perfect the mix of media level and user level targeting, and your business will carve important inroads with traditional TV viewers.
