Why multichannel TV viewing requires a balance between linear and streaming

Justin Fromm, head of insights, Samsung Ads

For years, advertisers have prioritized navigating the linear and streaming TV landscape, with ongoing efforts to reach viewers effectively and drive business outcomes. Keeping pace with the evolving ecosystem remains a significant challenge as audiences consume more content across more platforms and cross-platform measurement remains difficult and inconsistent.

Marketers have recognized the advertising opportunity with streaming and CTV, and leaned in, with growth projected to continue. According to the IAB, total digital video ad spend including CTV, social and online video is projected to grow 16% in 2024. CTV, in particular, is expected to increase by 12% to $22.7 billion in 2024 — 32% faster than media overall.  

While advertisers recognize CTV’s ability to reach their desired audiences, modern TV viewing is multichannel. Successful TV advertising campaigns require a strategic share of budgets across both linear and streaming — the key is determining the optimal balance between the two. Advertisers need actionable viewership insights across the TV landscape to achieve this balance.

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