Programmatic Linear TV advertising 101


For marketing professionals, efficiency of media planning and buying is key. An efficient plan enables marketing professionals like you to more effectively reach your client’s target audience, whenever and wherever it will make the greatest impact. To this end, consider adding Programmatic Linear TV (LTV) to your plan.

A Programmatic Linear TV strategy combines the scale of traditional TV with the advanced data capabilities of digital, enabling all media to be operated in a centralized platform. To help you take advantage of this strategy, here’s a quick look at what Programmatic LTV is, how it works, and some best practices you can employ today:

What is Programmatic LTV advertising?

This is traditional live television advertising that is planned with advanced audience data and purchased programmatically. Ads appear during scheduled TV programs and any and all viewers tuned in will see the ad play.

How does Programmatic LTV advertising work?

1. Custom audience segments created from 1st- and 3rd-party online data are matched to typical viewing habits of the selected audience.
2. TV ads are purchased via an automated platform to be run only during shows likely to be viewed by specific custom audiences.
3. Ads run on live TV through traditional linear methodology.

Use Programmatic LTV when you want to:

Maximize reach with control: Reach all TV households while maintaining control of when and where ads air.

Fully understand the impact of TV: Complement GRP reporting with digital traffic analysis and audience insights to help you better understand how TV efforts impact online activity.

Programmatic LTV best practices:

  • Use your existing traditional TV ads on Programmatic LTV—15-, 30-, and 60-second spots are available.
  • Optimize based off of best performing dayparts, networks, and programs.
  • For local campaigns, use unique creatives for each market for customized messaging.

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