Continuum Sees 30 Percent Growth in TV Impressions Despite Challenges

Innovative Platform Efficiencies and Exchange Model Adoption Drive Success Despite Linear TV Viewership Declines 

Continuum, the TV advertising platform transforming how brands and networks connect with audiences, achieved a 30% increase in impression delivery in 2024—a remarkable achievement given the fragmentation of TV viewership. In addition, Continuum’s headcount has grown 30% compared to 2023, investing primarily in developers and its technology teams to help accelerate progress on linear TV’s first end-to-end ad exchange platform.

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What’s Behind the Growth:

2024’s growth was fueled by Continuum’s advanced linear ad optimization and partnerships with inventory providers, encouraging them to embrace a more fluid and efficient exchange-based model. Continuum created a solution that removes friction from the traditional linear TV buying process. By allowing market-driven pricing submission on inventory and faster campaign data return, advertisers maximize their reach while enabling media owners to unlock greater value from their inventory—a dramatic improvement from the old RFP ad transaction model.

Continuum Sports

Demand for live sports ad inventory is growing rapidly, and live sports make up the majority of top programming. However, buying live sports has become more and more fragmented and complex for agencies and advertisers, as more platforms and publishers fight for sports rights. Continuum Sports offers easy access to all sporting events across all networks, ranging from regular season Major League Baseball to March Madness, to the Big Game. Its platform is great for advertisers who want to access high-profile sporting events but do not want the unreasonable budget commitments that the networks charge.

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Managed Service Platform (MSP)

Another source of Continuum’s growth is its Managed Service Platform (MSP). media environment is forcing agencies to shift internal resources in order to address the fragmented and complex challenges presented. Unfortunately, dedicating the necessary resources to support the planning and buying of linear TV often isn’t the priority. The pressure point is the ability for these agencies to effectively manage the linear demands of their clients with few resources available. The Continuum MSP streamlines the entire linear TV campaign process, using data and technology to automate and improve every step. Continuum’s team works as an extension of the agency—managing research, planning, execution, reporting and invoicing. Agencies can then focus on strategic initiatives, not the complexity of linear TV advertising, while still offering clients complete TV buying services via Continuum’s MSP.

Linear TV Exchange

Because of the value of linear impressions, linear TV spending will continue to measure in the tens of billions of dollars for years to come. Continuum is uniquely positioned to help inventory owners and advertisers maximize the value and effectiveness of linear TV as its role continues to evolve over the coming years. Continuum’s linear TV exchange eliminates the RFP process with inventory sources and replaces it with a bidding model. The early implementation of this model has driven much of Continuum’s growth and will only accelerate in the coming years as more inventory partners adopt the linear TV exchange via Continuum’s platform.

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Source – PR Newswire

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