TV Media Buying + Video 360°

Forget what you've heard: TV is not dying, it’s evolving. We consume video in theaters, on phones, tablets, and laptops; the device is secondary to the addiction. So how do brands make the most of TV media buying strategy when TV isn't necessarily happening...on TV?

In an era of omnichannel content, we shift conversations about TV media buying (or "programmatic TV" or OTT, CTV, whatever) to an approach built on “Video 360°.” This shift in perspective turns talk of platforms and devices into one about audience journeys and how linear + digital video strategy can work to grow brands and impact the bottom line. So how can smart brands find engagement at scale, and capture audiences across so many screens? Read on to learn more.

For brand-side marketers deciding how to invest in paid media, understanding the difference between traditional TV advertising and programmatic TV advertising is essential. Both can deliver TV-level reach and engagement — but they work in very different ways.

Traditional TV advertising refers to terrestrial, cable, or satellite television — what’s known as linear TV. It’s typically planned and bought by daypart, geography, demographics, and channel context. The benefits of linear TV include its scale, predictability, and transparency — you know exactly when, where, and in which programming your commercials appear. However, as linear TV viewership declines, its manual, time-consuming buying process is showing its age.

Programmatic TV, also known as digital “video” advertising, uses data-driven technology to deliver video ads across connected devices — including smart TVs, mobile, and desktop. This form of digital video advertising includes addressable TV (targeting specific audiences using 1P or 3P data), over-the-top (OTT) and video-on-demand (VOD) platforms such as YouTube TrueView, Roku, Apple TV, and Firestick.

The key distinction: with programmatic and connected TV (CTV), audience and content are no longer tied to a specific device or broadcast schedule. TV is happening everywhere — and modern TV media buying must adapt to this new digital frontier.

Programmatic TV - which includes CTV and OTT - promises advertisers trackability and efficiency. This is why CTV spending grew 316% in the last 5 years and is on pace to double again by 2028 (1). But with this gold rush came a wave of ad fraud, unclear outcomes, and marketers wondering if the investment was moving the needle: Did we reach treasured prospects or trolls? Did our ads run during a bingeworthy show, or after a cat video at 4am? Programmatic TV promises simplicity. But in a fragmented viewer universe - with a solar system of ad tech SSP and DSP intermediaries all taking a cut of spending - there are 3 core challenges for programmatic TV media buying:

Traditional TV ad spend – terrestrial, cable, or satellite broadcast – still receives the majority of video-allocated ad dollars globally. Yet traditional TV viewership shrinks 5-9% year-over-year as TV audiences worldwide “cut the cord.” Still, the broad reach and reliable targeting of TV is, arguably, far from obsolete. Even tech giants and digital startups spend more on TV advertising than digital video. And when it comes to live events, 85% of people globally have watched live-stream video in the past 12 months.

If your goals are driving brand or product awareness, TV remains irreplaceable. And TV networks are evolving to fight lower CPMs from programmatic while delivering the demographic guarantees and broad reach advertisers love. To shore up TV ad rates, many networks are decreasing the number of commercials available. Supply and demand dictates this will have 3 outcomes:

Demand for TV and video content is not diminishing – it's simply changing form. Smart marketers know the most effective video media buying embraces a perspective “neutral” across platforms. Take, for instance, GoDaddy.com, an undeniably digital brand. GoDaddy.com sells digital products and domains worldwide, but built its global growth strategy through the power of TV.

When a brand reaches a certain point in its growth, TV media buying becomes essential. While programmatic wins for targeting precision at lower budgets, brand awareness goals may demand TV. Ultimately, the mix should be determined by the habits of the audience. As an independent media buying agency, we carry no baggage of entrenched upfront commitments to “sell-through” to clients. Criterion Global works to deliver the best strategy for its clients. Contact us to schedule a conversation with our strategists to learn how TV media buying can catalyze your brand's growth.