Within the complex arena of marketing mix, linear TV and connected TV are viewed separately. Currently, CTV is having its moment, surpassing linear TV in return on ad spend. Circana’s Susan Kelly, solutions design, global solutions delivery and Kelly Dunham, delivery director, talk about execution and measurement of success for both approaches and the increasing value of targeting that is giving CTV its shine. Highlights: Linear TV offers lower cost-per-impressions and provides a broader reach than connected TV. Despite the higher cost-per-impression, advertisers are realizing a better return on ad spend with the targeted audiences connected TV reaches. The sweet spot might be a combination of the reach of linear and the targeting audiences of CTV. Measurement tools determine which levers (linear TV, CTV or other marketing strategies) are driving sales lifts. Campaigns should be monitored mid-flight to ensure they’re connecting with the right audience, at the right time and with the right message.

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