Linear TV Ads Perform Better When Paired With CTV, Native

Brands currently activating with a linear TV advertising strategy can increase brand performance by adding native and CTV video ads, according to a report by LG Ad Solutions. Unaided recall and brand recognition tend to rise when a linear campaign has native ads on the “home screen” of a smart TV and when the ads are placed on CTV outlets.

However, linear TV has some negative side effects, including viewer perceptions that the ads are annoying or intrusive.