Television consumption has undergone a massive shift. Over the past decade, streaming platforms have largely replaced traditional cable and antenna television for watching movies, shows, and online videos.
In response to these changes, advertising has evolved as well. Many brands are moving away from traditional linear TV purchases from local stations, opting instead for programmatic digital advertising managed through agencies.
This transition often prompts a common question: what exactly is the difference?
Moving to programmatic TV means purchasing access to a specific audience rather than buying a particular time slot. Traditional TV advertising is a highly manual process that relies on broad targeting based on show ratings, utilizing fixed pricing per spot.
In comparison, programmatic TV buying offers flexible CPMs based on real-time inventory availability, allowing campaigns to be paused and optimized dynamically while they are live.
Additionally, programmatic buying enables advertisers to leverage their own CRM data alongside third-party data sources to deliver messages to highly precise customer segments.
When it comes to inventory, programmatic buying doesn’t guarantee a spot during a specific event, like an Arkansas Razorbacks game on Saturday at 7 p.m., but while specific content placements aren’t guaranteed, scheduling campaigns within selected windows increases the likelihood of reaching viewers during key times.
We can also focus your inventory on live sports broadcasts and follow up by retargeting viewers with display ads on other websites and mobile apps they visit after seeing your CTV ad.
This fall, LTD Connect is introducing a specialized programmatic TV package designed for advertisers wanting to reach viewers of live college and NFL football games. Our live sports package places your ads during live game broadcasts, with an optional add-on to display ads within the ESPN and ESPN Fantasy apps.
Contact us today to schedule a call with an account executive and elevate your fall sports campaign!
This article was written by LTD Connect’s Director of Digital Media Lisa Schulte.
