Cord-cutting is accelerating as more viewers migrate from Linear TV to OTT streaming video. It’s important for advertisers to adjust their media buying strategies to engage this incremental audience beyond Linear TV.  With that in mind, Incremental Reach becomes an important KPI for nontraditional media.

Our SVP of Product, Data & Monetization, Kevin O’Reilly, & VP National Sales, Caitlin Monaghan, provide more insights on this topic at ADWEEK’s Elevate TV and Video Measurement virtual event. Watch the video below.


At a4 Advertising, we’re able to create a DYNAMIC, AUDIENCE-FIRST MEDIA PLAN for cable & OTT streaming television based on known viewership habits, and then optimize it to increase incremental reach into audiences watching less traditional television.  

What does this mean for our advertising partners?  

  • Incremental Reach from the first day of the campaign  
  • Granular Linear TV optimizations supported by local level media buying 
  • Patented IP level household data for deterministic OTT targeting


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