TV has evolved. Audiences move seamlessly between live programming, catch-up services, FAST and streaming platforms, often on the same big screen in their living room. Yet, behind the scenes, most advertisers are still operating with separate delivery workflows: one for Linear TV, and one for CTV.  

Managing two workflows doubles the effort and increases the cost and risk, at a time when every impression and dollar should be working harder.

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Linear and CTV Campaigns are Made for Each Other

Top advertisers often run the same campaigns and creative across both Linear TV and CTV. In fact, according to some estimates, 70% of ad creative from leading brands appear on both platforms.

However, despite the narrative of convergence, the execution of TV campaigns often relies on managing separate workflows:  

• Linear TV creative is built, cleared, checked, and distributed through one system.

• CTV creative undergoes a similar process, but is distributed via a completely different system, involving separate partners and timelines.  

• Meanwhile, the same ad might be destined for the same household, on the same screen, despite following different paths.

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The Hidden Cost of Fragmented Delivery

Advertisers running campaigns separately across Linear and CTV are leaving significant cost savings on the table. According to XR data, integrating CTV and Linear into a unified delivery workflow can yield an average savings of 25% driven by reduced duplication, streamlined QC, and faster campaign activation.

When brands choose to deliver ads on CTV and Linear TV separately, they often experience a gap of seven days before ads appear on CTV platforms versus the same ads on Linear. In a time-sensitive market, those seven days can make the difference between seizing peak attention or missing audiences entirely.

Unify Your CTV and Linear Delivery with XR

XR lets you own the living room with one platform for both Linear and CTV delivery. If you're ready to save money, eliminate duplication, and future-proof your advertising operations, we’re here for you.

Get in touch with the XR team to explore how unified TV delivery works in practice.