{"id":21653,"date":"2026-08-25T08:56:07","date_gmt":"2026-08-25T06:56:07","guid":{"rendered":"https:\/\/inprofit.eu\/sin-categorizar\/paid-media-strategies-for-tv-and-mobile-how-to-design-multiscreen-campaigns-that-convert\/"},"modified":"2026-08-25T08:59:52","modified_gmt":"2026-08-25T06:59:52","slug":"paid-media-strategies-for-tv-and-mobile-how-to-design-multiscreen-campaigns-that-convert","status":"publish","type":"post","link":"https:\/\/inprofit.eu\/en\/paid-media-en\/paid-media-strategies-for-tv-and-mobile-how-to-design-multiscreen-campaigns-that-convert\/","title":{"rendered":"Paid Media Strategies for TV and Mobile: How to Design Multiscreen Campaigns That Convert"},"content":{"rendered":"\n

These aren’t two channels competing for budget; they’re two stages of the same purchasing journey that, when well connected, reinforce each other.<\/p>\n\n

At Inprofit, we\u2019ve been managing paid media for e-commerce, retail, and B2B services clients for years, and in 2025\u20132026, we\u2019ve seen how CTV<\/a> has gone from being a \u201cnice-to-have\u201d in the media mix to becoming a key driver of brand awareness, with measurement that\u2019s nearly as granular as that of a social media ad campaign. This guide explains how to build a real TV + mobile paid media strategy, with up-to-date data on the Spanish market and the mistakes we see repeatedly in the account audits we conduct for our clients.<\/p>\n\n

Why TV and Mobile Are No Longer Planned Separately<\/h2>\n\n

For years, paid TV media (commercials, sponsorships, linear TV) was managed under a separate budget from digital mobile campaigns, handled by different teams with no data sharing. That model has broken down for three reasons:<\/p>\n\n

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  1. CTV is purchased just like other digital paid media<\/strong>: through programmatic auctions, with audience targeting, controlled frequency, and measurement of impressions\u2014not estimated GRPs.<\/li>\n\n\n\n
  2. Content consumption has become fragmented across screens within the same entertainment session<\/strong>: viewers watch a series on their Smart TV while holding their cell phone in the other hand, checking the price of a product they just saw in an ad.<\/li>\n\n\n\n
  3. The DSPs (Demand-Side Platforms)<\/strong> that manage mobile campaigns\u2014Display & Video 360, The Trade Desk, Xandr\u2014are the same ones that manage CTV inventory, allowing advertisers to plan, bid on, and measure both channels from a single interface.<\/li>\n<\/ol>\n\n

    As a result, paid media on TV and mobile<\/a> is now technically planned as a single programmatic channel with two distinct delivery environments.<\/p>\n\n

    Connected TV (CTV): The Channel Leading the Growth of Paid Media in Spain<\/h2>\n\n

    Before designing any strategy, it\u2019s important to understand the scale of this channel. According to the IAB Spain 2026 Digital Media Advertising Investment Study (prepared in collaboration with PwC), advertising investment in connected TV exceeded 174 million euros in Spain, a 48.4% increase over the previous year, positioning it as the most dynamic segment of the digital market, with cumulative growth since 2023 exceeding 120%.<\/p>\n\n

    The penetration data explains this investor appetite. The Study by Smart TV<\/a> The 2026 report by IAB Spain, produced in collaboration with Elogia and sponsored by Publiespa\u00f1a, estimates that CTV penetration stands at 95% among Spanish internet users aged 16 to 75, about 34.3 million people, with 86% of households already owning a smart TV. Viewing is concentrated during evening prime time, between 9:00 p.m. and 11:00 p.m., and 75% of users consume content in the company of others, mainly with their partner or family\u2014a key factor to consider when designing creative messages as something viewed socially, rather than alone as is the case with mobile devices.<\/p>\n\n

    For media planners, the same study confirms that connected TV now accounts for 25% of the campaign budget and that the challenge is no longer to justify its inclusion, but rather to resolve measurement issues: 48% of professionals cite improved measurement as a priority, followed by segmentation and data interoperability, at 38%.<\/p>\n\n

    Linear TV, CTV, and OTT: three distinct concepts that are often confused<\/h3>\n\n