This Pup has grown up. CTV has shifted from the tail wagging the dog to the entire dog. People spend as much time with CTV | Streaming as they do with broadcast & cable combined.

CTV: From the Tail Wagging the Dog to the Dog and the Tail

For years, TV advertising was dominated by legacy models—linear dictated the terms, and digital played catch-up. Then came CTV, and for a while, it felt like the tail wagging the dog—an exciting, fast-growing medium, but often treated as an add-on rather than a core strategy.

That’s changed. Today, CTV isn’t just the tail; it’s the dog and the tail working together. Advertisers no longer see it as an afterthought but as a fundamental part of their media strategy, seamlessly integrated with broader campaigns. With targeting, optimization, and real-time measurement, CTV offers what linear never could—yet still benefits from the power of premium, big-screen engagement.

The shift isn’t coming. It’s here. The question is: are you treating CTV as a standalone experiment, or are you making it the backbone of your strategy?

Lets talk Local #CTV & #Streaming #Advertising