Linear TV, BVOD and connected TV can all be useful, but they do different jobs in a UK media plan. The best choice depends on audience, budget, campaign objective and how much control the advertiser needs.
Linear TV
Linear TV is still strong for reach, fame and shared viewing. It can put a brand into high-attention environments quickly, but it needs careful planning around audience, daypart, channel mix and cost.
BVOD
BVOD is broadcaster video on demand. It can help advertisers add targeting, control frequency and reach viewers who are watching live streams or catch-up content. It is useful when the plan needs more precision than linear TV alone.
Connected TV
Connected TV reaches viewers through internet-connected television screens and streaming environments. It can be useful for more targeted AV campaigns, but inventory quality and measurement need to be checked carefully.
How to choose the right mix
The decision should not be linear TV versus BVOD versus connected TV. The better question is what each channel is being asked to do. A balanced campaign may use linear TV for broad reach, BVOD for controlled frequency and connected TV for targeted incremental viewing.
For help planning the mix, read about our TV media buying agency UK service.