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What is Convergent TV?

Over the last few years, the definition of “television” has blurred, with viewers seamlessly viewing linear TV and streaming programming across a growing number of platforms. Convergent TV is the merging of digital audience targeting techniques with linear TV content into one balanced, closed ecosystem that aims at getting rid of the open market of ad buying and selling, creating the most optimal ad exchange.

“TV is dead. Streaming is the future.” Chances are you’ve heard these statements many times over the last 20 years – and neither of them is true. Yes, linear cable TV subscribers are falling. But according to eMarketer, Nearly two-thirds of Americans still subscribe to both linear and streaming services, which means a diversified advertising strategy is still essential for maximum audience reach. Marketers need the right mix of linear and CTV/OTT in order to be effective.

Why does this matter? For marketers trying to amass scale and capture viewer engagement in a fragmented landscape, this new converged reality holds great opportunity. It also impacts, of course, how campaigns are sold and measured.

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