April 10, 2025 | Vol 92

Do You Advertise on TV?

That used to be an easy yes-or-no question. Not anymore.

In the past, if you asked someone, “Do you watch TV?” you were asking about programs—usually on a set in the living room. Today, that same question triggers a different thought entirely: Which device are you watching on?

• Your phone?

• iPad?

• Laptop?

• Smart TV?

In most cases, the answer is yes to all the above.

So, when someone asks if you advertise on TV, the better question is: Are you using a multi-screen strategy?

Because your audience isn’t tied to one screen anymore. They’re everywhere—and your advertising should be too.

What Is Multi-Screen Advertising?​
In the context of TV, it means you’re reaching viewers across both CTV and non-CTV devices.

Let’s break that down:

CTV (Connected TV):​
A television with built-in internet capabilities (think Smart TV), or one connected through a device like a streaming stick, gaming console, or Blu-ray player. These setups give users access to streaming apps and both long-form and short-form content.

Multi-screen strategy:​
Your message appears across connected TVs and devices like smartphones, tablets, and desktops.

That’s how you meet today’s viewers—where they are, whenever they choose to watch.

TV advertising hasn’t gone away. It’s simply evolved. And the most effective strategies evolve with it.

Thanks for reading. If this sparked a thought or raised a question, feel free to reach out—I’m always happy to talk shop.

Until next time,

JIM WEBB

On a Journey - Chasing Better

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