At Digital Remedy, a performance marketing partner for all brands and agencies, we are committed to bettering our services to provide better solutions for our clients. Today, we announce a license agreement with Inscape, which enables clients to access ACR data from 22+ million Smart TVs. We prioritize making TV data work smarter and faster for marketers and advertisers in all industries. This partnership advances our existing clients of advertisers to converge digital and linear data, giving the industry data-driven insights, key learnings, and opportunities to optimize campaigns driving their media investments to better performance outcomes. As well as a great opportunity for new clients to take advantage of the new area in ad tech we are in, which is converging CTV and linear TV advertising for the best performance outcome of all marketing campaigns.
“Linear has long been an effective way to maximize reach and scale, and through this arrangement with Inscape allows us to uplevel our efforts by complementing linear data with CTV insights across millions of devices. Alone, linear data and CTV data may miss opportunities to reach and engage with unique audiences but together they unlock new measurement opportunities to navigate the modern TV landscape,” said Jeremy Haft, Chief Revenue Officer at Digital Remedy.
This new era of the ad tech industry is shifting and more advertisers are adjusting their strategy approach to their media investments on TV. Linear is here to stay and is a huge component of the media mix, even though many marketers are shifting to CTV. This collaboration presents the opportunity for many advertisers to look at their TV spend through a combined lens and optimize toward winning performing channels that are aligned with their campaign goals. In addition, our participating advertisers will obtain a more holistic understanding of cross-platform and data-driven measurement and attribution, which is a game changer for unifying measurement attribution across digital and linear to effectivity reach their targeted audiences and optimize the customer journey.
With Digital Remedy’s Performance CTV Platform, our team of experts offers opportunities to personalize data and visualize digital and linear buys with a holistic approach in a single source of truth.
Transparency at the core that enables marketers to understand who their audience is and what they care about. Furthermore, the unified and cross-platform approach combines linear data with digital data and enriches it with audience data to answer questions like:
Get started with us, speak to a team member today!
To learn more about our TV Insights offering, visit https://www.digitalremedy.com.
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Digital Remedy is a leader in providing data-driven technology and services that drive measurable outcomes for marketers. Digital Remedy delivers advertisers, agencies, and brands the innovation, technology, and customer service they need to make the most of their online advertising endeavors. From media planning and execution to campaign management and full-funnel attribution, Digital Remedy provides customizable cross-channel efficiencies to solve any digital marketing challenge. Learn more at www.digitalremedy.com.
Inscape is a leading provider of currency-grade ACR data and the technology division of VIZIO Holding Corp. Inscape’s TV intelligence platform powers incredible experiences for TV viewers, and market-leading products for VIZIO advertisers and is fueling the transformation in America’s TV measurement industry. The automated content recognition (ACR) pioneer generates screen-level accurate and robust, always-on data feeds containing every second of TV viewing, giving media companies, agencies, brands, and measurement providers the intelligence to modernize, optimize, and revolutionize the TV and streaming marketplace. Founded in 2008 as TV Interactive Systems, Inc. and later acquired by VIZIO in 2015, Inscape operated as a wholly-owned subsidiary based in San Francisco, California until 2020 when it was integrated into VIZIO’s Platform+ Business.
In the arena where traditional broadcasters like NBC and CBS stand toe-to-toe with streaming giants like Netflix and Hulu, the advertising playbook is largely being rewritten.
A new age of television and media consumption has begun — one where linear and streaming platforms coexist, compete, and create new possibilities for brands across the globe.
For the everyday marketer looking to jump aboard today’s TV advertising wave, the following guide provides everything your brand needs to know about linear vs. digital platforms.
70-something years ago, advertising on TV looked a lot like this: You’re watching a regularly scheduled program on a television network (if you were lucky enough to be able to afford a TV), you get a few ad breaks during commercial slots, and you hope your show returns as quickly as possible — unless you were buying what was being sold. Broadcast and cable were pivotal to the average American family, and if you wanted to catch your favorite show like I Love Lucy, you’d better hope you were sitting in front of the TV at 9pm EST after dinner on Monday night.
Over the years, television sets became more affordable and TV networks expanded rapidly, leaving more viewers tuning in and more advertisers racing to the big screen. The “Golden Age” of TV advertising prevailed in the 1960s and 1970s, and advertisers began creating iconic and memorable commercials that became part of pop culture.
Flash forward 60 years, and the TV advertising model has largely reinvented itself with the advent of new tech like on-demand, DVRs, TiVo, and streaming services. Now, viewers can actually choose whether or not they want to watch an ad, with many binge-watching their favorite shows and fast-forwarding through commercials. And with so many shows to watch, advertisers must also adapt to keep viewers’ attention in a saturated content market.
While this new way of TV advertising might make reaching the masses and keeping their attention more challenging, it certainly hasn’t become impossible — it’s just gotten a different look.
Today, TV advertisers are investing in both linear and digital TV, a two-in-one combo that packs the perfect punch for any campaign.
Yes, mass ad spend has shifted to digital in recent years (Insider Intelligence projects U.S. spend on digital video will surpass $25.09b in 2023 alone), but traditional TV advertising is still one of the most effective ways to create awareness about a product or brand. Advertisers across the country remain well aware of this actuality, with linear ad spend also set to reach a striking $61.31b this year.
Both forms of TV are tried and tested tactics to reach consumers, and in fact, many households view it by means of traditional TV and streaming services. According to Marketing Charts, data from Nielsen’s Q4 2022 research revealed the average U.S. adult spends a whopping 294 minutes per day with TV, whether through TV-connected devices, cable, or broadcast.
If you didn’t already guess, that’s an incredible amount of screen time that brands can capitalize on to reach their ideal buyer.
TV is broadly categorized under two larger umbrellas: linear TV and streaming TV.
Linear TV is the traditional form of broadcast television, where content is viewed on a predetermined schedule (TiVo still counts, but this is called time-shift linear where viewers can watch programs at a later date.) When talking about TV advertising, there are two main forms of linear TV, broadcast and cable. Each refers to the way content is aired, either broadcasted or via cable box, a paid-for service.
Within this linear landscape, there are two distinct types of advertising, those on a national and local scale. This means a certain percentage of ads are dedicated to national commercial spots, with a smaller percentage dedicated to local commercial spots.
It’s common for advertisers to incorporate both broadcast and cable into their strategy, but choosing national or local advertising depends on the advertiser’s size, audience, and ultimate campaign goals.
Linear TV has been a favorite among advertisers for decades, mainly due to its unique advantages not seen with other mediums, such as:
In the dynamic realm of modern entertainment, streaming has revolutionized how we consume traditional television content. It occurs on CTV devices through an over-the-top (OTT) method, meaning that video and audio content is delivered entirely online.
While there are countless streamers, apps, and digital ways to consume television, not all are available for advertising. For example, some platforms may choose not to invest in AVOD (advertising-based video on demand) models, and even those that do tend to have a lower frequency of ads than traditional TV.
Unlike traditional linear TV, on streaming devices, advertisers are directly targeting households 1:1. And because it’s digital, there’s ample opportunity to track performance and connect data to understand ad campaigns.
Streaming TV advertising has been all the buzz in marketing circles, especially since the COVID-19 pandemic acted as its main catalyst in the 2020 lockdown days. For many marketers, this way of TV advertising is favored for its diverse capabilities, including:
Linear TV is a powerhouse channel for driving unprecedented reach and boosting top-funnel brand performance, while streaming is a high-growth avenue to target your audience and drive conversions.
What does this mean for the modern-day marketer? Tapping into the true power of TV advertising lies at the convergence point of both linear and digital.
Viewership is still evenly split across streaming and traditional TV, meaning advertisers will beat out competitors by reaching their consumers at every touchpoint across linear, CTV, and digital.
There are many moving pieces and parts involved in any marketing strategy, much less one that takes into account both linear and digital TV. But with these best practices from the team at Digital Remedy, you can unlock a world of success in every ad and on every platform:
The future of digital advertising is a cross-channel approach, and it’s our goal at Digital Remedy to provide our clients with a competitive, linear, and CTV performance marketing-driven strategy that is 100% holistic.
With Digital Remedy, agencies and advertisers can run all linear media through us across national and local broadcast and cable. And by utilizing our TV insights platform, you’ll have access to real-time linear TV data, giving you the power to measure and optimize your campaign all in one platform.
Because performance TV marketing is at the heart of what we do, we also enable brands to activate across linear and digital channels — the ultimate solution to creating a comprehensive media strategy that guarantees outcomes.
Interested in learning more about how our linear and streaming TV capabilities can work for you?
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