PDMI Take 20: One Budget to Rule Them All — CTV/Linear Convergence

As performance brands continue to explore CTV as a viable and effective option to boost their campaigns, most are also maintaining a foothold in linear TV. But brands, agencies, and ad outlets are all seeking to streamline and simplify buy- and sell-side processes, meaning the convergence of budgets and media plans across CTV and linear is accelerating. What are brands seeking from a converged video media budget? How are agencies navigating their clients' needs? And what opportunities are outlets offering to create effective spend across their varied options?

Take 20 host and PDMI Brand Response Council chair Chris Foster of Modern Postcard welcomes a trio of PDMI member media experts — LWD's Megan Kennedy, Bluewater's Shelby Nichols, and Leap Media Group's Chris Pizzurro — to answer these questions and more about the convergence of CTV and linear media budgets.

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