How savvy advertisers layer linear and streaming video to reach the right audiences and drive results.
Let’s cut through the noise: media fragmentation is real. And that can be frustrating for B2B and ag marketers. Your audience is everywhere and nowhere at once.
Linear TV still delivers the mass reach and credibility that brands rely on, especially during live events like sports or awards shows. Streaming video, meanwhile, connects younger, cord-cutting audiences who are increasingly elusive on traditional broadcasts.
And somewhere in the middle, you’re trying to figure out where every dollar should go without leaving anyone behind.
The answer isn’t choosing between linear and connected TV (CTV). It’s building a B2B and ag marketing strategy that leverages them both.
Why you need both channels and not just one
Your audience isn’t consuming media the same way they did five years ago. They’re split across traditional broadcasts and streaming platforms. Each group brings value to your business. When you invest exclusively in one channel, you're making a conscious choice to ignore a significant portion of your market. That’s why more advertisers are embracing a “TV+” approach: linear as the foundation, streaming as the layer that fills in gaps and drives incremental results.
What makes Linear TV valuable.
Linear television hasn't lost its power. It’s evolved into a different role. Here's where it still delivers:
- Scale and simultaneous reach: When you need to get in front of a large audience quickly linear delivers mass exposure that streaming can't match. Think the Olympics or the Super Bowl for sporting event or breaking news.
- Trust and credibility: There's still something powerful about appearing on established networks during prime programming. It lends weight to your brand.
- Cost efficiency at scale: Linear CPMs are often lower than streaming when you're buying broad reach, making it more affordable for awareness-focused campaigns.
- Big-canvas storytelling: Linear is where you roll out cinematic creative that makes an emotional impact and sticks in memory.
The weakness? You're paying for waste. Audience fragmentation means not everyone in that broadcast is your target customer.
What makes CTV your precision instrument
Connected TV takes everything frustrating about traditional TV and flips it. CTV is built for:
- Targeting that actually works: Reach specific audience segments based on behaviors, job titles company or what matters to your B2B goals. Granular targeting ensures every dollar counts.
- Measurable outcomes: Track engagement, attribute conversions and prove ROI in ways linear TV never could.
- Format flexibility: Test shorter ads, interactive elements or personalized creative that speaks directly to viewer segments.
- Access to cord-cutters: Younger decision-makers and digital-first audiences who've abandoned traditional TV entirely.
(Pro tip: We covered the benefits of CTV in our last blog discussing how its affordability and precision targeting creates new opportunities for B2B and niche ag brands. You can read it here: CTV blog)
The tradeoff? Higher CPMs and less cultural impact than a primetime network buy.
A practical framework for splitting your budget
Your investment mix should match your campaign objectives. Here’s how to think through allocation:
- Goal: Mass Awareness
- Recommended Split — Linear: 65-75% | CTV: 25-35%
- Use linear TV for broad reach and brand-building. Layer in CTV to capture younger, streaming-first audiences.
- Goal: Balanced Brand + Performance
- Recommended Split — Linear: 45-55% | CTV: 45-55%
- Distribute budget evenly to build frequency across both channels while maintaining reach and tracking engagement.
- Goal: Direct Response and Measurable ROI
- Recommended Split — Linear: 20-40% | CTV: 60-80%
- Weight your investment toward CTV for precision targeting and attribution. Use linear strategically for brand reinforcement.
- Goal: Event-Driven or Tentpole Campaigns
- Recommended Split — Linear: 80-90% | CTV: 10-20%
- Anchor your spend in linear to own the cultural moment. Add CTV to supplement cord-cutters streaming the same event.
Creative Considerations That Impact Your Mix
Budget allocation isn't just about reach and measurement. It's also about creative execution.
Linear TV shines when you have cinematic, emotionally driven campaigns designed for big screens and lean-back viewing. CTV works best when you can test variations, personalize messaging or experiment with shorter formats that fit digital-first consumption habits.
If your creative is built for one channel, you'll naturally weight your budget there. But the most effective strategies develop creative that works across both, with variations optimized for each environment.
The Bottom Line for Ag and B2B Marketers
The best ag and B2B marketing strategies don't play favorites. They use the right channel for the right job. Linear TV builds your credibility and reach foundation. CTV drives precision and proves ROI. Together, they create a media mix that maximizes both scale and efficiency.
The key is staying flexible. Audience behaviors shift. Costs fluctuate. The brands that win are the ones willing to rebalance their mix as the market evolves.
Stop debating which channel deserves your budget. Start building a strategy that makes both channels earn it.
Need help determining how CTV can fit into your marketing? We can help! Drop us a note to get the conversation started.
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