Marketers buying addressable live linear TV alongside CTV, targeting the same strategic audience and putting controls in place to avoid duplication.
Verizon Media sees advertisers leverage CTV as part of their omnichannel strategies. CTV is driving a lift in conversions when combined with other formats.
Over time, all TV content will be IP delivered, blurring the line between what we know now as traditional linear and what is streaming.
It is important to understand your audience to effectively target and measure advertising campaigns.
While there are still challenges to work out with regards to measurement between linear TV and streaming TV, holistic measurement can be done.