It’s no secret that video is one of the most powerful storytelling tools in advertising. It captivates, connects and converts. But let’s be real: The video landscape today is more fragmented than ever. From linear TV to connected TV (CTV) to over-the-top (OTT) platforms, brands have more video options than ever before. And with great reach comes great responsibility…and a whole lot more complexity.
At the same time, though, marketers’ approach to video — like all media — needs to be dead simple in one regard: It should be audience-first.
How does this apply to video? Well, linear TV still reigns supreme for broad reach and emotional storytelling — those big, shared cultural and community moments such as the Super Bowl, and award shows. It’s the channel of choice for building mass awareness and trust, especially among traditional audiences that stick to scheduled programming.
CTV and OTT, on the other hand, offer unmatched targeting, measurement and control. These platforms are perfect for reaching streaming-savvy viewers, allowing brands to tailor messaging based on demographics, interests and even real-time behaviors. They also offer greater flexibility, making them a smart play for both national and local campaigns — whether you have a big budget or need to stay nimble.
But it’s not about picking one over the other. The smartest strategies use each channel for its unique strength. Think linear for reach, OTT for personalization, and mobile or desktop video to close the loop with a clear call-to-action. (These are just general rules of thumb, as brands — and their agencies — are finding new ways to leverage these channels every day.)
Creative, of course, matters just as much as placement. A 30-second spot might dazzle on linear, but that same message may need to become a tight, 6-second bumper on YouTube or social. Every frame should be intentional — and tested. What speaks to Gen Z might not land with boomers, and vice versa.
At the end of the day, the screen is queen. But each screen — each video platform — only rules when you approach it with the right strategy, insight and respect for your audience.
Want to continue the conversation and learn more about refining your brand’s approach to video? Rise can help.
