Observed Signal · Nov 30, 2025 · Industry Commentary · Source: State of Streaming · Impact: 2/5 · Sentiment: Positive
Advertisers Fuse Linear TV and CTV for Better Performance
Shelley Stansfield, Co-Founder of media agency Centriply, argues advertisers should fuse traditional linear TV scale with the targeting precision of Connected TV (CTV) rather than treat one as a replacement for the other. Drawing on decades of local cable and political-ad experience, Centriply targets audiences down to the U.S. census block and uses privacy-compliant, location-based attribution — matching subscriber billing zip codes to real-world conversions — to prove performance. The approach layers multiple data sources (Claritas, LinkedIn zip data) and requires operational integration across teams and uneven broadcast station technology. Stansfield highlights logistics and organizational silos as the primary barriers to integrated TV+CTV campaigns, while noting the complexity of executing multi-market broadcast buys.
Practical industry perspective on combining linear TV and CTV with actionable measurement methods (location-based attribution) and operational barriers; useful tactical guidance but not a major platform or policy change.
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Key Takeaways & Evidence Grounding
- Shelley Stansfield is Co-Founder of the media agency Centriply.
- Centriply combines linear TV (local cable/broadcast) scale with CTV precision using decades of audience data honed in political advertising.
- Their targeting can reach down to U.S. census block granularity for highly localized campaigns.
- They use privacy-compliant, location-based attribution by matching billing zip codes of CTV subscribers to observed actions (zip, location, time and action) to measure impact.
- Campaign integration layers data from sources like Claritas and LinkedIn zip-code insights and relies on operational coordination tools such as HubSpot.
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Centriply Anchors TV Measurement to Households
Shelley Stansfield, Co‑Founder of media agency Centriply, explained on the State of Streaming podcast (published 2025-12-16) how Centriply applies data-driven, household-level measurement to unify linear, CTV and mobile campaign measurement. Facing fragmented inventory and inconsistent technical formats across roughly 210 TV markets, her team built an ingestion and standardization engine that converts disparate inventory (XML, CSV, HTML and even faxed schedules) into buyer-ready specifications within minutes. Centriply calls its hybrid buying approach "advanced TV," combining the predictability of direct buys with programmatic-style reporting. Stansfield also highlighted creative relevance for sports audiences and pointed to women's sports and streaming-exclusive games as underutilized opportunities with higher ad effectiveness.
CTV Needs Traditional TV Tactics, Says InterMedia SVP
David Nyurenberg, SVP of Digital at InterMedia Advertising, argues that advertisers are miscasting connected TV (CTV) as if it were the open web and should instead adopt a hybrid approach that blends traditional linear TV tactics with digital capabilities. He warns that CTV functions as a household-level medium, not a one-to-one channel, and that over-reliance on platform-reported direct-response metrics and narrow addressability can shrink reach, drive CPMs higher, and produce illusory performance (a tactic he calls "IP bombing"). Nyurenberg recommends focusing on customer-level outcomes (closed customers vs. raw leads), using geo/zip-code segmentation and lookalike geographies, and valuing incremental reach alongside direct-response metrics to drive real business results.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
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