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CTV vs. Linear TV: Why Leading Advertisers Are Making the Switch
Discover how forward-thinking brands are capturing more viewers at lower costs by pivoting their ad spend from traditional cable to Connected TV.
Testimonials: What Leading Brands Say About CTV
Hear directly from industry leaders on how Connected TV transformed their advertising strategy and delivered exceptional results.
Ruffles (Frito-Lay North America)
Ruffles saw superior view rates, ad recall, and sales lift after pivoting their ad spend to CTV. This strategic move maintained cost-efficiency and reach, delivering a strong impact and higher ROI without sacrificing CPM.
L’Oréal USA
L'Oréal USA significantly increased their CTV investment, resulting in a 6% average sales lift and an impressive 6-to-1 return on ad spend (ROAS). They chose to "show up" where their consumers are: the connected living room.
DocuSign
DocuSign's CTV campaign delivered a substantial 33% relative lift in ad recall and an astounding 126% relative conversion lift for trial sign-ups. It revealed a previously untapped audience and significant ROI, dispelling initial doubts about CTV's effectiveness.
The Shift Is Happening Now
Linear TV Decline
Traditional cable viewership has fallen by 8% year-over-year, with advertisers paying premium rates for shrinking audiences.
CTV Growth
Connected TV viewership has surged by 15% year-over-year, with 70 million U.S. homes now primarily streaming their content.
Strategic Opportunity
Advertisers who pivot now are capturing valuable audiences at lower costs while their competitors remain stuck in outdated TV buying models.
Smart advertisers are following their audience. As viewers continue migrating to streaming platforms, maintaining the status quo with linear TV means diminishing returns on your advertising investment.
Audience Reach & Consumption: The Numbers Don't Lie
Connected TV
  • +15% YoY viewership growth
  • 70 million U.S. homes primarily streaming
  • Multi-screen engagement across mobile, tablet, and desktop
  • Higher audience attention and completion rates
Linear TV
  • -8% YoY decline in viewership
  • Rapidly shrinking cable household base
  • Single-screen experience only
  • Lower attention metrics as viewers multitask during commercial breaks

Industry Insight: According to Nielsen's latest research, prime-time cable viewership has declined 25% in the past three years, while streaming viewing hours have doubled in the same period.
Superior Targeting: Precision vs. Approximation
Stop wasting your budget on viewers who will never become customers. CTV delivers your message specifically to high-value audiences.
Demographic Targeting
CTV: Individual and household-level precision based on actual viewing behavior
Linear TV: Limited to broad demographic groups with significant waste
Behavioral Targeting
CTV: Target based on interests, purchase history, and browsing behavior
Linear TV: Not available - pay for everyone watching regardless of relevance
Geographic Targeting
CTV: Precision down to zip code, DMA, or custom radius
Linear TV: Limited to broad DMA (Designated Market Area) only
Measurable Results: From Guesswork to Certainty
In today's ROI-driven marketing landscape, the ability to measure campaign performance isn't just nice to have—it's essential. CTV provides the accountability that traditional TV simply cannot match.
With Oveeo's advanced attribution models, you can track the entire customer journey from initial ad impression to final conversion, giving you concrete data to justify and optimize your ad spend.
Real-Time Reporting
CTV provides immediate campaign insights, while linear TV relies on delayed ratings reports that arrive weeks after your campaign ends.
Conversion Tracking
Follow the customer journey from ad view to website visit and purchase with CTV. Linear TV offers no conversion visibility.
Attribution Models
CTV supports sophisticated last-touch and multi-touch attribution, while linear TV provides no attribution capabilities.
Cost Efficiency: Better Results for Your Budget
40%
Lower CPMs
Average cost savings compared to comparable linear TV audience segments
95%
Reduced Waste
Ad impressions delivered to targeted audiences with CTV versus linear TV
100%
Budget Flexibility
Start with any budget size and scale based on performance, unlike linear TV's upfront commitments
"We shifted 30% of our linear TV budget to CTV through Oveeo and saw a 45% increase in website traffic and 22% higher conversion rates while actually reducing our overall media spend."
— Marketing Director, National Retail Brand
Why Leading Advertisers Choose Oveeo for CTV
1
Premium Inventory Access
Reach your audience across 100+ premium publishers and apps including Roku, Samsung TV, Hulu, and more—all from a single platform.
2
Significant Cost Savings
Lower your CPMs by up to 50% compared to traditional DSPs and TV buys through our unique hybrid DSP/SSP model that connects directly to media owners.
3
Brand Safety Guaranteed
Exclusive access to PMP and Curated Deals ensures your ads appear only in brand-suitable environments with maximum viewability.
4
End-to-End Attribution
Track the complete customer journey from impression to conversion with our proprietary attribution technology that integrates with your existing analytics.
Our platform combines the emotional impact of television with the precision targeting and accountability of digital—all with industry-leading efficiency.
The Bottom Line
CTV combines the storytelling power of television with the precision and accountability of digital advertising.
  • Reach cord-cutters and streaming-first viewers that linear TV misses
  • Target with digital precision instead of broad demographics
  • Measure actual performance instead of estimated ratings
  • Optimize campaigns in real-time instead of waiting for post-campaign reports
  • Scale efficiently without massive upfront commitments
How It Works: Implementing Your CTV Strategy
Strategy Consultation
Our CTV experts analyze your current advertising approach, goals, and target audience to develop a customized strategy.
Campaign Setup
We create your targeting parameters, select optimal inventory sources, and set up comprehensive tracking to measure your specific KPIs.
Optimization & Scaling
Based on real-time performance data, we continuously optimize your campaign and scale budget toward the highest-performing segments.
Results & Reporting
Access our intuitive dashboard for real-time campaign insights, attribution data, and actionable recommendations for future improvements.

Fast Implementation: Most advertisers can launch their first CTV campaign within 7-10 business days of initial consultation. Our platform integrates seamlessly with your existing marketing technology stack.
One Platform. Every Channel. Lower Costs. Higher ROI.
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Global Sales Team
2045 Biscayne Blvd, Suite 232, Miami, FL 33137
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