TV Looks Different Today — So Should Your Ad Strategy

Do you advertise on TV? That used to be an easy yes-or-no question. Not anymore.

That’s because, in the past, if you asked someone, “Do you watch TV?” you were asking about programs — usually on a set in the living room. Today, that same question triggers a different thought: Which device are you watching on?

•         Your phone?
•         iPad?
•         Laptop?
•         Smart TV?

In most cases, the answer is yes to all the above.

So, when someone asks if you advertise on TV, the better question is: Are you using a multiscreen strategy?

Your audience isn’t tied to one screen anymore. Audiences are everywhere, and your advertising should be too.

What is multiscreen advertising?

In the context of TV, it means you’re reaching viewers across both connected and non-connected devices. Let’s break it down further. 

What is streaming TV via CTV (connected TV)?

Viewing from a television with built-in internet capabilities, like a Smart TV, or one connected through a device like a streaming stick, gaming console, or Blu-ray player. These setups give users access to streaming apps and both long-form and short-form content.

Nearly 90% of US households have at least one CTV device, up from less than 40% a decade ago. 

How does that compare to multiscreen advertising? 

Your message appears across connected TVs and devices like smartphones, tablets, and desktops. That’s how you meet today’s viewers — where they are, whenever they choose to watch.

TV advertising hasn’t gone away. It’s simply evolved. The most effective strategies evolve with it. 

Ready to craft a cohesive, impactful multiscreen strategy that meets your audience wherever they are? Let’s talk.

Written by Jim Webb
Sr Local Ad Sales Acct Exec