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In the rapidly evolving landscape of TV advertising, the convergence of Connected TV (CTV) and linear advertising has emerged as a strategic opportunity for marketers.

Traditional linear TV ads are renowned for their trusted, high-quality placements adhering to brand and business rules. CTV's rapid rise led to separate CTV workflows, increasing costs and complexities, using "digital" solutions that lacked the control of linear TV. However, CTV's growth presents an opportunity to combine CTV and Linear TV ad management using converged tech stacks. These advanced solutions bring linear-like controls to CTV, enabling a unified and seamless advertising approach. This blog explores buying CTV and linear together, leveraging survey insights to maximize advertising impact.

CTV Ad Buying Survey Insights

In a recent Connected TV Ad Buying Survey of ad agency buyers, by Imagine, explores the growing prominence of Connected TV (CTV) as an advertising platform and identifies key challenges faced in this space.

A Strong Interest in Buying CTV and Linear Advertising Together: Our recent survey of CTV ad buyers revealed a significant majority (71%) of respondents expressing a desire to buy both CTV and linear advertising together, recognizing the potential synergies and benefits of converging these platforms. Additionally, 16% of respondents remained open to exploring this combined approach, showcasing the industry’s receptiveness to innovation.

Anticipated Growth in Buying CTV and Linear Together: Encouragingly, more than half of the respondents (51%) expected to be able to purchase CTV and linear advertising as a single campaign within the next year. Remarkably, 100% of the respondents believed this integration would be possible within the next two years. These projections highlight the industry’s recognition of the value in combining CTV and linear advertising efforts.

Advantages of Buying CTV and Linear Together:

  • Simplifying the Buying Process: By merging CTV and linear advertising, marketers can streamline the ad buying process, eliminating the need to manage separate campaigns. This unified approach saves time, resources, and administrative efforts, allowing advertisers to focus on creating impactful and cohesive messaging.
  • Expanding Reach and Targeting Across Platforms: Buying CTV and linear advertising together offers the advantage of reaching a broader audience across multiple platforms. Linear TV provides extensive reach, while CTV enables precise targeting based on user demographics, interests, and behaviors. Integrating the two channels allows advertisers to maximize audience reach and engagement, ensuring their messages reach the right viewers at the right time.
  • Comprehensive and Integrated Approach to Advertising: The combination of CTV and linear advertising enables marketers to create a comprehensive and integrated advertising strategy. By aligning messaging, creative assets, and targeting approaches, brands can provide a cohesive brand experience across channels. This approach enhances brand visibility and recognition, reinforcing the effectiveness of advertising campaigns.
  • Enhanced Efficiency and Lower Costs: Converging the linear and CTV ad tech stack and workflows lowers costs and increases efficiency while delivering the quality controls that brands expect from linear TV. By consolidating operations and utilizing a unified ad management system, broadcasters can streamline processes, reduce overhead expenses, and eliminate duplication of efforts.

Ad Management for CTV and Linear​

To fully leverage the benefits of buying CTV and linear together, industry-leading solutions like Imagine Communications’ ad management systems and video ad server come into play. These advanced Ad Tech solutions provide the necessary tools and capabilities to support hybrid linear and CTV advertising. With Imagine’s flexible ad management platform, broadcasters can effectively manage their advertising campaigns across both platforms while ensuring consistent broadcast-quality controls. This integration of technology empowers advertisers to deliver seamless and impactful campaigns to their target audience.

By embracing Imagine’s ad management products, broadcasters gain the advantage of a comprehensive solution that streamlines workflows, optimizes ad placements, and provides valuable insights for improved decision-making. Leveraging this powerful combination of buying CTV and linear together with Imagine ad management systems creates a winning strategy that maximizes advertising effectiveness, enhances operational efficiency, and drives results.


The convergence of Connected TV (CTV) and linear advertising offers broadcasters a strategic opportunity to enhance their offerings and drive revenue growth. Our recent Connected TV Ad Buying Survey highlights ad agency executive’s keen interest in embracing this approach, recognizing its potential synergies and benefits.

By implementing converged CTV and linear ad tech stacks, broadcasters can streamline the ad buying process and provide advertisers with a unified and seamless advertising approach. Common brand quality and ad placement controls, as well as enhanced targeting capabilities and audience reach, offer added value to their customers.

Furthermore, consolidated operations and advanced ad management systems reduce overhead expenses and boost operational efficiency, leading to significant cost savings opportunities.

In summary, the convergence of CTV and linear advertising offers immense potential for broadcasters, and the survey results highlight a strong interest in this combined approach. By partnering with Imagine Communications and utilizing their cutting-edge ad management systems, broadcasters can enable advertisers to harness the power of buying CTV and linear together while ensuring consistent broadcast-quality controls. Embracing this integrated strategy and leveraging advanced technology sets the stage for successful advertising campaigns, driving maximum impact and delivering optimal results in the ever-evolving world of CTV and linear advertising.

July 25, 2023 - By Dan Murray
Product Marketing Manager - Ad Tech
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portatif of Steve Reynolds


Steve Reynolds

Steve Reynolds is President of Imagine Communications, a global leader in multiscreen video and ad management solutions that broadcasters, networks, video service providers and enterprises around the world rely on to support their mission-critical operations.

Steve brings 25 years of technology leadership in the video industry to Imagine Communications. He has served as the CTO at Imagine Communications and Harris Broadcast, Senior Vice President of Premises Technology at Comcast, Senior Vice President of Technology at OpenTV, and CTO at Intellocity USA.

Steve earned a MS in Computer Engineering from Widener University and BS in Computer Science from West Chester University. As the Chairman of the AIMS Alliance and a member of SMPTE and SCTE, he has participated in numerous standards-making bodies in the cable and digital video industries. Steve also holds over 40 patents relating to digital video, content security, interactive television and digital devices.