Streaming + Linear: The Marketing Power Couple You Didn’t Know You Needed
Some things just belong together. Mac and cheese. Summer and BBQs. Coffee and, well… more coffee.
And in the advertising world? That perfect pairing is streaming + linear TV.
Sure, each can hold its own. Streaming has all the shiny targeting tools and “cool kid” status, while linear is the reliable crowd-pleaser that fills a room. But when you put them together, you get a campaign that’s not just good, it’s unstoppable.
At Diray Media, we’ve seen it firsthand. When these channels team up, they deliver more reach, more impact, and more conversions. Why? Because they complement each other in all the right ways.
Why They Work Better Together
Linear TV brings the mass reach. It builds brand awareness like nothing else, getting you in front of millions in one shot, especially during high-profile events and prime viewing times.
Streaming TV delivers precision. It lets you target specific audiences, serve personalized messages, and keep reinforcing your brand long after the initial exposure.
When combined, they create a loop of brand recognition and action:
- Linear sparks awareness.
Streaming follows up with targeted messaging.
Consumers connect the dots and take action.
It’s the advertising equivalent of a one-two punch—and we like our campaigns to win by knockout.
What Happens When You Hit Pause on Linear
We’ve seen it play out more than once: a brand sees great results from a mix of linear and streaming, but then decides to go all-in on streaming and cut linear from the plan.
The outcome?
• Cost Per Visitor (CPV) spikes.
• Cost Per Acquisition (CPA) rises right along with it.
Why? Without linear fueling broad awareness at the top of the funnel, fewer consumers are prompted to search, visit, or convert. Streaming alone delivers targeted reach, but it can’t fully replace the scale and impact of linear and the numbers make that clear.
The Case for a CTV Strategy
When both channels are in play, you get the best of both worlds
• “Mass awareness from linear → fuels interest.
• Targeted reinforcement from streaming → drives action.
At Diray, we call this Total Video—and it’s the backbone of our media planning.
We’ve seen it deliver
• Stronger brand recall.
• Lower CPAs and CPVs.
• Broader reach without sacrificing performance.
Real Results, Real Fast
Take one brand we worked with that embraced the convergent TV model. By splitting their budget strategically between linear and streaming, they maximized reach and frequency without overspending. The result? A measurable lift in site traffic, app installs, and sales; all while keeping costs efficient.
Because the truth is, in marketing, just like in life, the best things often come in pairs. And if you’re only running on streaming or linear alone, you’re leaving performance (and revenue) on the table.
Bottom line: Streaming + linear isn’t just a “nice to have”—it’s the smartest way to stretch your media dollars and maximize impact.
At Diray Media, we know how to make these channels work in harmony. If you’re ready to see your campaigns hit harder and perform longer, we’re ready to help.