# Hitting Your Consumer Through Linear and CTV

Published 2022-12-08 · Updated 2026-06-09 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/hitting-your-consumer-through-linear-and-ctv
Creator hub: What Just Happened

> Today’s technology provides many options for those wanting to reach audiences through TV. Linear TV is no longer the only option; CTV, or connected television, continues to spread as more and more consumers cut the cord of traditional linear options and move to internet streaming content. Estimates indicate the bulk of television viewership will…

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Today’s technology provides many options for those wanting to reach audiences

through TV. Linear TV is no longer the only option; CTV, or connected television,

continues to spread as more and more consumers cut the cord of traditional linear

options and move to internet streaming content. Estimates indicate the bulk of television

viewership will [move to digital](https://www.strategus.com/blog/between-ctv-and-linear-tv-which-one-is-better) by 2024.

No matter the channel, there is much potential to reach consumers through linear and

CTV. Whether selling a product on demand, creating brand awareness, or driving retail,

TV is the best way to get the most eyeballs for the smallest amount of money to drive

retail foot traffic.

[Christine Russo](https://www.linkedin.com/in/christine-russo-3684604/) of [What Just Happened?](https://marketscale.com/shows/what-just-happened/) is always on the hunt for the latest insights

and trends in retail. To get the scoop on the exciting happenings in linear and CTV, she

connected with [Stacy Durand](https://www.linkedin.com/in/stacy-durand-480a6b4/), CEO of Media Design Group. MDG specializes in

utilizing Smart Media to bring the precision of digital advertising with the reach of TV to

grow the next generation of audience activation.

Stacy Durand plays a central role in redefining and shaping the future of media buying

and performance video advertising through her leadership with Smart Media

Technologies. Durand leverages deep expertise in every facet of the DTC industry and

has managed billions of dollars in television budgets, helping clients drive tens of

billions in revenue.

### **Durand and Russo discuss:**

• Why retailers should consider looking at linear and CTV media opportunities

• Understanding the dynamics within performance video

• The affordability of TV advertising and analytics available to track results

“Most of our clients are D2C,” Durand said. “We’ve gotten more non-D2C clients since

the pandemic. Part of the reason for that is they wanted flexibility. There are quite a few

companies that were stuck in their advertising budgets. Things were closed during the

pandemic, yet they had advertising commitments. We offer flexibility. We buy a lot of

time on connected TV, OTT devices, and linear. But we can get a very low rate, yet

cancel and move budgets around.”

“Connected TV, streaming TV, is data-driven,” Durand said. “Linear is efficiency. They

work together well, and they inform each other really well. In CTV, we can load in our

audience segments, and the ad is served to folks in our audience.”

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