SSPs automate how publishers sell TV ad slots, connecting them with buyers in real-time to maximize revenue, reduce manual work, and improve campaign results.

Local TV ad spending is rising, with CTV/OTT projected to hit $2.8B by 2025. It offers precise targeting, cost efficiency, and strong local engagement

TV ads trigger a halo effect—boosting web traffic, search, and social engagement. Brands see up to +439% conversions with multi-channel impact.

Programmatic TV advertising is the automated buying and selling of television ad inventory using data-driven technology.

First-touch gives credit to the first interaction; last-touch credits the final one. Both help optimize TV ads but suit different stages of the customer journey.

Interactive CTV ads boost engagement with clickable elements, QR codes, and gamification, turning passive TV viewing into measurable, data-driven ad experiences.

Geotargeting in CTV ads tailors campaigns to local audiences, boosting relevance and engagement. It improves efficiency, local promotions, and measurable impact.

Balancing brand and performance marketing is key. Brand builds trust, while performance drives results. Brandformance TV combines both for lasting impact.

TV spot buying includes Upfront (early, premium slots), Scatter (flexible, real-time buys), and Remnant (low-cost last-minute deals). Strategy is key!

TV ads drive the sales funnel: Linear TV boosts broad awareness, while CTV enables targeting, retargeting, and click-to-action for conversions.

TV remains a key part of pharma’s omnichannel strategy, enhancing reach, targeting, and engagement across linear and CTV. See why it matters in 2025.

Master media planning with a step-by-step guide, key strategies, and data-driven insights to optimize TV ad campaigns across linear, streaming, and digital.