Choose Your Path: CTV vs. Linear TV for Advertisers

You’re Planning a Campaign—Which Path Will You Take?

Welcome to the modern marketer’s fork in the road. You’ve got a message. You’ve got a budget. You need it seen. So…

Do you go old-school with linear TV?
Or go digital with connected TV (CTV)?

Follow this guide to make the right turn—based on your goals, audience, and ROI expectations.

Step 1: Who Are You Trying to Reach?

Mostly younger, digital-savvy consumers?
Go CTV.
They’re more likely to stream on smart TVs or Roku than channel surf on cable.

Older, scheduled viewers?
Consider Linear TV.
Traditional networks still capture loyal prime-time audiences.

According to Statista, over 80% of U.S. households now use a connected TV—across age brackets.

Step 2: What’s Your Budget Flexibility?

Need control over every dollar?
CTV lets you:

• Set impression-level budgets

• Adjust spend mid-campaign

• A/B test creative instantly

Have a lump sum and want wide reach?
Linear TV still works for:

• Super Bowl spots

• Mass-market awareness

• Regional brand plays

But linear pricing is fixed, and tracking performance? A guessing game.

Step 3: Do You Want Data or Gut Feelings?

Want to know if people watched, clicked, or visited your site?
CTV delivers data-rich dashboards, retargeting, and conversion tracking.

Comfortable measuring success by “reach” and “frequency”?
Linear TV offers estimated viewership—no individual attribution.

Brandify’s campaign tools help you break out of traditional measurement traps and actually optimize results in real time.

Step 4: Do You Need Agility?

• CTV = flexible, testable, dynamic

• Linear = fixed, pre-planned, resistant to change

If you're running a multi-market campaign and want the power to pivot, CTV wins every time.

FAQs: Choosing the Right TV Strategy

Can I switch from linear to CTV mid-campaign?
Yes—with the right platform, you can phase into CTV and retarget viewers from your linear reach.

Is CTV good for B2B ads?
Absolutely. CTV can target by job titles, industries, and location.

What platforms support CTV ads?
Hulu, YouTube TV, Roku, Pluto TV, and dozens more.

The Verdict: Which Path Will You Choose?

Linear still has legs—but it’s a one-size-fits-all marathon.
CTV? That’s a tailored sprint, complete with GPS.

And the best part? You don’t have to choose alone. Brandify helps you build a blended strategy based on real audience data, not assumptions.

So go ahead—chart your course. We’ll help you steer.

Get a free targeting plan within the hour for your business here: https://brandify.io/targeting-plan/

Press Release: https://www.prlog.org/13053451