Blog
Converge linear & CTV workflows
Drive revenue and cut costs by selling ad campaigns across platforms.
Eliminate campaign silos
As viewers shift from linear to CTV, running separate ad tech stacks for each platform can reduce profitability. CPMs are typically lower for CTV, while the cost of operating two teams is higher. By converging linear and CTV workflows, you can manage campaigns through a single operational model and a shared view of inventory. This simplifies execution and helps improve yield across your total inventory footprint.
We call this Total TV.
North American Broadcasters
Automate converged ad sales and traffic to boost efficiency and increase CTV/FAST revenue.
North American Broadcasters
Global Broadcasters
Increase revenues and lower costs in a cross-platform world.
Global Broadcasters
Shift to premium vs. non-premium fulfillment
Merging streaming and linear inventory allows a shift to a premium vs. non-premium fulfillment model. Sell premium inventory directly to maximize revenue with the highest CPMs, while automating non-premium fulfillment to reduce costs and improve overall profitability.
This Total TV approach makes it easier to prioritize premium inventory and automate lower-value fulfillment across both linear and CTV.
The concept of “Total TV” is reshaping the way advertising is bought and solid across the industry
Seve Reynolds, CEO of Imagine Communications, discusses the shift from selling individual ad spots to packaging and delivering unified audiences across linear, stream, and ad-supported platforms, and why this approach is gaining traction globally. It’s a practical look at how audience-first thinking is changing the fundamentals of TV advertising.
How Imagine can help
With powerful campaign and inventory management, intelligent ad decisioning, and automated ad placement tools, you can streamline your advertising workflows across linear and CTV.
Increase revenue
Realize higher CPMs on your premium CTV inventory.
Lower operational costs
Reduce the workload of trading linear TV with automated ad placement.
Unite your audiences
Bring your inventory together to transition from selling “linear and digital” to “premium and non-premium.”
Deliver broadcast quality
Bring linear brand rules, competitive separation, frequency capping, and other quality controls to streaming.
Smashing the Silo Barrier: How Total TV is Revolutionizing Ad Sales
Learn how converging linear and CTV workflows can streamline operations and unlock new revenue opportunities.
Related products
Products
Add SureFire broadcast-quality video ad server and GamePlan optimizer to our award-winning Traffic systems to create a unified linear and CTV monetization solution.
Video Ad Server
SureFire™
Achieve higher CPMs for CTV and FAST by direct-selling premium inventory with linear-like control of ad placement.
SureFire™
Optimization
GamePlan™
Lower opex and increase revenue by automating and optimizing ad placement for linear TV.
GamePlan™
Traffic
Landmark™ Sales
Global broadcasters can efficiently manage cross-platform ad campaigns to monetize linear, CTV, on-demand, and digital content.
Landmark™ Sales
Traffic
OSI™ Traffic & Billing
North American broadcasters can increase automation and streamline ad workflows, from sales to billing management.
OSI™ Traffic & Billing
Related services
Services
Maximize your return on investment and minimize risk with Imagine’s full range of services to support, manage, guide, and optimize your applications and infrastructure. Our unique processes, tools, and methods ensure your business success.
Consulting
Our global team of experts will help you determine the workflows, processes, and goals needed to deliver your future success.
Consulting
Professional Services
We help you plan and design a system, get up and running, train your team, and work with you to ensure you get maximum ROI.
Professional Services
Managed Services
Relieve the stress on your support staff with fully packaged solution management for customer applications in Imagine environments.
Managed Services
Customer Care
Our highly trained support pros stand ready 24/7 to keep your systems running smoothly so you can stay focused on running your business.
Customer Care
Latest insights
Insights and resources
In Ad Tech, trust Is the metric that matters most
Broadcasters want ad tech they can trust. Learn why stability and real‑world performance now matter more than hype when revenue is on the line.
In Ad Tech, trust Is the metric that matters most
Blog
Making Total TV Work
Explore how Total TV can unify linear and digital advertising to overcome fragmentation, boost efficiency, and restore value for broadcasters and advertisers worldwide.
Making Total TV Work
Blog
From Chaos to Clarity: How Total TV Aligns Sales, Ops, and Strategy
Learn how the Total TV model helps broadcasters streamline ad sales, automate operations, and shift to an audience-first strategy across linear and digital platforms.
From Chaos to Clarity: How Total TV Aligns Sales, Ops, and Strategy
Ready to unite your linear and CTV workflows?
Contact our experts today to get started.
