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href="https://web.archive.org/web/20230215225701/https://www.adexchanger.com/sustainability/latam-airlines-switches-to-sustainable-video-ads/" data-wpel-link="internal" target="_self" rel="noopener noreferrer">LATAM Airlines Switches To Sustainable Video Ads</a> </div> </div> </div> </div> </div> <script type="text/javascript"> function setmostread () { if (jQuery(window).width() <= 620) { jQuery('#featured').insertAfter( jQuery('.post-entry-content') ); } else { jQuery('#featured').insertBefore( jQuery('.post-entry-header') ); } } jQuery(function() { jQuery('.featured-slider').slick({ slidesToShow: 2, slidesToScroll: 2, speed: 1000, autoplay: true, autoplaySpeed: 5000, arrows: false, dots: true, responsive: [ { breakpoint: 620, settings: { slidesToShow: 1, slidesToScroll: 1 } } ] }); }); jQuery( window ).resize(function() { setmostread(); }); </script> </div> <header class="post-entry-header"> <div class="article-label"><a href="https://web.archive.org/web/20230215225701/https://www.adexchanger.com/tv-and-video/" class="label-primary" data-wpel-link="internal" target="_self" rel="noopener noreferrer">On TV and Video</a></div> <h1 class="entry-title">With Digital And Linear Convergence, Advanced TV Will Soar In 2023</h1> </header> <div class="adx-article-info"> <div class="adx-author-byline"> <p> By AdExchanger Guest Columnist</p> <time class="updated" datetime="2022-12-28T00:35:42-05:00">Wednesday, December 28th, 2022 – 12:35 am</time></div> <div class="adx-share-tools"> <div class="clearfix before-content"> <a class="share-article">Share: <div class="share-box"> <div class="bubble-wrap"> <ul> <li><div class="share icon-twitter" href="http://twitter.com/intent/tweet?text=With+Digital+And+Linear+Convergence%2C+Advanced+TV+Will+Soar+In+2023+https%3A%2F%2Fwww.adexchanger.com%2Ftv-and-video%2Fwith-digital-and-linear-convergence-advanced-tv-will-soar-in-2023%2F+%40AdExchanger"></div></li> <li><div class="share icon-facebook" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.adexchanger.com%2Ftv-and-video%2Fwith-digital-and-linear-convergence-advanced-tv-will-soar-in-2023%2F&t=With+Digital+And+Linear+Convergence%2C+Advanced+TV+Will+Soar+In+2023"></div></li> <li><div class="share icon-LinkedIn" href="https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.adexchanger.com%2Ftv-and-video%2Fwith-digital-and-linear-convergence-advanced-tv-will-soar-in-2023%2F&title=With+Digital+And+Linear+Convergence%2C+Advanced+TV+Will+Soar+In+2023&summary=Advanced+TV+presents+a+robust+set+of+opportunities+for+data-driven+advertising+and+measurement.+But+does+that+mean+ATV+will+supplant+linear+in+buyers%E2%80%99+marketing+strategies%3F+Well%2C+it%E2%80%99s+more+complicated+than&source=AdExchanger"></div></li> <li> <div class="share-email icon-email" data-popup="https://www.adexchanger.com/tv-and-video/with-digital-and-linear-convergence-advanced-tv-will-soar-in-2023/email/"></div> </li> </ul> </div> </div> </a> </div> </div> </div> <div class="entry-content post-entry-content"> <div class="adx-guest-writer"><div class="adx-guest-bio"><img width="175" height="175" src="https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2022/12/elizabethherbstbrady-300x300.png" class="adx-guest-photo" alt="" loading="lazy" srcset="https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2022/12/elizabethherbstbrady-300x300.png 300w, https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2022/12/elizabethherbstbrady-150x150.png 150w, https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2022/12/elizabethherbstbrady-120x120.png 120w, https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2022/12/elizabethherbstbrady.png 321w" sizes="(max-width: 175px) 100vw, 175px"/><div class="adx-guest-byline"><span class="adx-guest-name">Elizabeth Herbst-Brady</span><span class="adx-guest-title">Chief Revenue Officer</span><span class="adx-guest-company"><a href="https://web.archive.org/web/20230215225701/https://www.yahooinc.com/our-business-solutions/" target="_blank" rel="noopener noreferrer external" alt="Yahoo" data-wpel-link="external"><img width="208" height="120" src="https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2022/06/yahoo.png" class="adx-spns-img" alt="" loading="lazy" srcset="https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2022/06/yahoo.png 1199w, https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2022/06/yahoo-300x173.png 300w, https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2022/06/yahoo-1024x591.png 1024w, https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2022/06/yahoo-768x443.png 768w" sizes="(max-width: 208px) 100vw, 208px"/></a></span></div></div></div><p><i><span style="font-weight: 400;">“</span></i><a href="https://web.archive.org/web/20230215225701/https://www.adexchanger.com/tv-and-video/" target="_self" rel="noopener noreferrer" data-wpel-link="internal"><i><span style="font-weight: 400;">On TV & Video</span></i></a><i><span style="font-weight: 400;">” is a column exploring opportunities and challenges in advanced TV and video. </span></i></p> <p><i><span style="font-weight: 400;">Today’s column is </span></i><i><span style="font-weight: 400;">by</span></i><i><span style="font-weight: 400;"> Elizabeth Herbst-Brady, chief revenue officer at </span></i><a href="https://web.archive.org/web/20230215225701/https://www.yahooinc.com/our-business-solutions/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><i><span style="font-weight: 400;">Yahoo</span></i></a><i><span style="font-weight: 400;">. </span></i></p> <p><span style="font-weight: 400;">The explosive growth of CTV and other digital video channels is changing the way buyers are thinking about </span><a href="https://web.archive.org/web/20230215225701/https://www.adexchanger.com/adexplainer/adexplainer-what-is-advanced-tv/" target="_self" rel="noopener noreferrer" data-wpel-link="internal"><span style="font-weight: 400;">advanced TV</span></a><span style="font-weight: 400;"> (ATV).</span></p> <p><span style="font-weight: 400;">ATV presents a robust set of opportunities for data-driven advertising and measurement. As such, the roles of linear and ATV are changing in the buyer’s media mix. And the efficiencies and targeting capabilities are pushing ATV front and center.</span></p> <p><span style="font-weight: 400;">Does that mean ATV is going to supplant linear in buyers’ marketing strategies? Well, it’s more complicated than that – and buyers need to understand how to successfully manage and optimize across both linear and streaming.</span></p> <p><span style="font-weight: 400;">As 2022 comes to an end, it’s important to assess the trends that have brought us toward this inflection point and consider where ATV is heading in 2023. Here’s what we’ve learned so far:</span><span id="more-339289"></span>  <div class="adex-post-ad" style="display: initial !important;" id="div-gpt-ad-1610641992324-0"> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1610641992324-0'); }); </script> <div style="clear:both;"></div> </div> <div style="clear:both;"></div> <div class="adex-ad-text"> <img alt="" class="alignnone" src="https://web.archive.org/web/20230215225701im_/https://www.adexchanger.com/wp-content/uploads/2018/04/advertisement2.png"/> </div> </p> <p><b>Various forms of addressable TV buying are converging</b><span style="font-weight: 400;"> </span></p> <p><span style="font-weight: 400;">Addressable TV is legacy to linear buying teams. Meanwhile, many digital-first buyers today haven’t been dedicated to it. But brands and agencies are realizing that CTV, digital and addressable linear TV are more effective when silos are eliminated. </span></p> <p><span style="font-weight: 400;">TV buyers plan campaigns alongside their digital buying peers. We’re now seeing some agencies, such as Horizon and OMG, doing just that. We’re also starting to see more addressable TV buys at the upfronts, which demonstrates that convergence is picking up steam.</span></p> <p><b>CTV viewership is on track to surpass linear </b></p> <p><span style="font-weight: 400;">Time spent viewing linear has been dropping steadily in recent years. </span><a href="https://web.archive.org/web/20230215225701/https://www.insiderintelligence.com/content/digital-video-surpass-tv-us-viewing-time" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">In 2023, it’s projected to be neck and neck</span></a><span style="font-weight: 400;"> with time spent viewing digital. </span><a href="https://web.archive.org/web/20230215225701/https://www.insiderintelligence.com/content/linear-tv-shrinking-ad-share" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Ad spend is even farther along in a parallel trend</span></a><span style="font-weight: 400;">, with digital’s share projected to top linear’s as soon as next year. </span></p> <p><span style="font-weight: 400;">But remember: Viewership of, and time spent with, CTV doesn’t necessarily equate to more ad opportunities. All of this time spent </span><i><span style="font-weight: 400;">includes </span></i><span style="font-weight: 400;">streaming via ad-free subscription services. While there are 16 minutes of ads per hour in linear, viewers may be exposed to as few as four minutes of ads per hour in streaming. </span></p> <p><span style="font-weight: 400;">There’s an optimal mix of linear and streaming ad spend. Buyers will need to find theirs, per their specific brand and campaign goals.</span></p> <p><b>Buyers will need to reconsider live sports spending</b></p> <p><span style="font-weight: 400;">The largest number of premium-level games have typically been reserved for linear, where they’re very highly sought after. But more and more games are making their way to streaming services.</span></p> <p><span style="font-weight: 400;">The problem is they’re generally not optimally monetized, considering their potential value. </span><span style="font-weight: 400;"> </span></p> <p><span style="font-weight: 400;">Meanwhile, the fragmentation of CTV is now increasingly present in the ownership rights of live sporting events, too. To optimize spend, an omnichannel DSP is a critical tool.</span></p> <p><b>Growth of interoperability in linear and streaming measurement and frequency </b></p> <p><span style="font-weight: 400;">Buyers need to be able to measure the impact of linear TV on business outcomes. Having automatic content recognition (ACR) and set-top box data (that is, viewership data) is essential to that. </span></p> <p><span style="font-weight: 400;">Buyers also need interoperable measurement to enable them to determine optimal frequencies across linear and digital. It’s crucial to see where increasing frequency leads to diminishing KPIs and to manage cross-channel frequency. Fortunately, programmatic platforms offer this ability. </span><span style="font-weight: 400;"> </span></p> <p><span style="font-weight: 400;">As buyers navigate these shifts throughout 2023, we’ll see a natural progression from where we are now. In 2022, the industry began to fuel the advanced TV rocket ship. In 2023, we’ll really start to see it soar.</span></p> <p><i><span style="font-weight: 400;">Follow Yahoo (</span></i><a href="https://web.archive.org/web/20230215225701/https://twitter.com/yahoobusiness" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><i><span style="font-weight: 400;">@yahoobusiness</span></i></a><i><span style="font-weight: 400;">) and AdExchanger (</span></i><a href="https://web.archive.org/web/20230215225701/https://twitter.com/adexchanger" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><i><span style="font-weight: 400;">@adexchanger</span></i></a><i><span style="font-weight: 400;">) on Twitter.</span></i></p> </div> <div class="featured related-stories" style="margin:2rem 0;"> <h2>Related Stories</h2> <ul class="adx-related-posts"> <li class="adx-post-wrap"> <div class="post-img"> <a 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