As linear television ratings decline because Americans are consuming content on one of several OTT platforms, it’s tempting to argue for an immediate shift in the advertising model. While TV is changing, that change isn’t as rapid as industry pundits think. dataxu shares why marketers will be best served by media strategies that pair linear TV with connected TV.

If you watch Connected TV—whether through an internet-enabled device like a Roku, on your mobile phone or a smart TV set—you’re not alone. About half of all US consumers accessed traditional TV content over the internet last year, according to eMarketer. But despite that massive audience, agencies and advertisers have been slow to adapt to Connected TV.

Hyperlocal location data is unique to mobile and provides a lot of new, valuable information about consumers. adsquare recently teamed up with HERE Technologies to support a fast food chain’s campaign that ultimately saw a 46.72% increase in visit rate.