How to Find the Right Balance Between Linear TV and Connected TV | ANA

TV Advertising Requires the Right Mix of Linear and Connected TV

Marketers must maintain a flexible engagement strategy to keep up with an ever-changing TV landscape

A funny and inevitable thing happened on the way to streaming nirvana: the market quickly saturated, and now the narrative has shifted to the so-called "Great Re-Bundling," or merging, combining, and forming alliances among the various media providers — just like the cable era. As the industry sorts itself out, marketers need to deploy a platform-agnostic approach to their advertising spending.