Linear TV vs. Connected TV Advertising: Which Is Right for Your Campaign?
Types of TV Advertising
What Is Television Advertising?
Television advertising has evolved beyond the living room. Today, brands connect with viewers across traditional broadcast, connected TV (CTV), and streaming platforms — all through integrated data and precise targeting. At DirectAvenue, we plan, buy, and optimize across every TV channel to deliver measurable results, no matter where your audience is watching.
Linear TV
- Cable, Broadcast, Syndication, Network & Unwired
- Fubo, Pluto, YouTubeTV, HuluLive – (alternative places to view linear TV)
CTV/OTT
- Access to on-demand content
- Premium app and channel subscriptions
- Streamed on Smart TVs, desktops, mobile devices, game consoles
Branding
- Focused on linear TV and CTV branding campaigns
- Builds brand awareness and long-term recall
- Reaches broad audiences across broadcast, cable, network TV, and streaming
- Complements digital efforts to create unified messaging
DRTV
- Direct Response Television (DRTV) campaigns on linear TV and CTV
- Drives measurable actions such as calls, visits, or online conversions
- Full-funnel measurement and optimization with daily client reporting
- Combines creative storytelling with real-time performance tracking
How Integrated TV Campaigns Deliver Better Results
Precision Targeting
Cost Efficiency
Expanded Reach
Measurable Impact
CTV vs Linear TV Performance Metrics
Linear drives scale.
CTV drives efficiency.
The strongest strategies use both.
A Seamless Process from Strategy to Results
Targeting
& Reach
We use audience segmentation to deliver precision and scale across every channel.
Case Studies
Frequently Asked Questions
Got questions? We’ve got answers. From campaign planning to performance tracking, explore our FAQs to better understand how DirectAvenue makes every impression count.
How do we ensure all media airs as planned?
Our Pre-Optimization Process (POP) provides daily on-going booked and clearance intelligence allowing us to see in advance potential shortfalls that we remedy before they become a reality. We can choose to increase bids, change dayparts or stations, and even reallocate approved budgets between linear and CTV channels. This empowers us to consistently hit weekly budget allocations and achieve performance goals.
What’s the differences for our analytics process between CTV and linear TV?
Our attribution process is consistent across both channels—we run spot-level attribution daily for all media, with results available the next day in your custom performance dashboard. Our approach seamlessly integrates linear TV and CTV measurement by blending media logs from both channels and conducting unified attribution against a single set of response data, captured dynamically through pixels we deploy during campaign setup.
How do you decide the right mix between CTV and Linear?
We analyze your audience, campaign goals, and historical data to find the optimal balance. Linear is great for scale; CTV offers precision and flexibility.
What’s the difference between OTT, CTV, and streaming?
OTT (Over-the-Top) is the umbrella term. CTV is OTT content viewed on a TV screen. Streaming includes both CTV and digital platforms accessed via mobile or desktop.
What is Marketing Mix Model(MMM)?
Also known as MMM or Econometric Modeling, is a statistical analysis technique that measures the effectiveness of marketing activities and their contribution to business performance. It’s all about quantifying the relationship between marketing inputs (known as marketing mix variables) and key performance indicators (KPIs) such as sales, revenue, market share, or customer acquisition. It combines multiple variables and measure the effect on KPIs.
How do you define our audience and select inventory?
We use a mix of 1st-party data, lookalike modeling, syndicated research (MRI, Nielsen), and competitive data (MediaRadar) to define the audience. Inventory is then selected based on where that audience is most active, along with years of agency insights on top performing properties.
Can we target specific DMAs, household types, or competitor viewers?
Yes. Both CTV and Linear buys can be geotargeted. CTV allows for behavioral and competitive conquest targeting as well.
What’s the testing plan before we scale spend?
We recommend phased rollouts: start with a test market or creative, assess KPIs like CAC and site lift, then scale based on results.
What’s better–linear or CTV?
Both: Linear offers low-cost scale and reach. CTV adds targeting and data-driven accountability. Together, they drive the strongest ROI.
How fast do I get results?
With the right setup (pixels, tracking, analytics), results start flowing within 24–72 hours after launch.
How much should I test with?
Smart tests start around $25,000–$50,000 across linear and CTV. Enough for statistical learning, but nimble enough to pivot fast.
Should I buy primetime?
Not usually. ROI is stronger in off-prime rotations where rates are lower and viewers are more conversion-minded.
Can TV drive retail or Amazon sales?
Yes. TV builds retail velocity and digital demand, and agencies can track the lift through search and Amazon analytics.
Ready to Reach Viewers Everywhere They Watch?
Let’s build a media plan that connects your brand with the right audiences — across TV, CTV, and streaming platforms.