The Efficiency Curve: Finding the Optimal Balance Between CTV and Linear TV Investments

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Discover the insights behind 224 billion impressions across various industries to learn how small adjustments in ad allocations can drive significant improvements in campaign efficiency.

In today’s fragmented TV landscape, advertisers face increasing challenges in finding the optimal balance between Linear TV and Connected TV investments to maximize reach, frequency, and campaign performance.

As audience behavior rapidly shifts toward connected platforms, traditional strategies anchored in Linear TV fail to capture the full potential of modern viewing habits. However, advertisers are uncertain how much of their ad spend should be allocated to CTV in order to drive critical KPIs.

Among the report’s findings:

  • Small Shifts to CTV Can Unlock Measurable Gains: Even minor reallocations, as little as 6.3% of impressions, from Linear to CTV can drive measurable improvements across performance metrics. Top-performing brands set the benchmark allocating 23.7% of their impressions to CTV (compared to an average of 17.4% for other advertisers). Advertisers can further optimize their spend by allotting even higher shares to CTV, especially based on spend level.
  • Linear TV Hits a Wall While CTV Sustains Efficiency: Linear TV campaigns reach diminishing returns quickly as frequency skyrockets without meaningful gains in reach. Conversely, CTV builds reach and frequency steadily, maintaining sustainable efficiency throughout campaigns.
  • Adopting a CTV-First Strategy is Critical in 2025: Brands can achieve stronger campaign performance by adopting a CTV-first strategy, using Linear TV as a platform for incremental reach on top of CTV.
  • With this approach, brands can:
    • Maximize Reach: Tap into audiences beyond the limitations of Linear TV.
    • Engage CTV-Only Viewers: Access exclusive households unavailable through traditional platforms.
    • Improve Frequency Efficiency: Avoid over-saturation and ensure optimal exposure.
    • Drive Measurable Outcomes: Achieve stronger attribution and tangible business results. Those who take decisive action now position themselves not only to adapt but to lead, setting a standard for innovation and effectiveness in modern advertising

For more information on The Efficiency Curve, download the full report today!

 

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