On TV & Video

Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.

Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.

Excluding the long tail of CTV is a hangover from a linear age when audiences clustered around a small subset of wildly popular shows. The idea of “premium” is subjective in a climate packed with vast amounts of content catering to diverse and passionate audiences.

The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers. 

The streaming revolution isn’t only taking place on the big screen in the living room. There are opportunities to reach audiences on a multitude of devices, and the possibilities can be daunting.

TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.

Viewers might want to watch trashy shows from time to time, but they certainly don’t want to watch trashy ads. For the solution to what ails CTV, the industry could turn to another rapidly growing marketing favorite: retail media. 

CTV is poised to become the third “big scale” performance advertising channel, but is effective CTV attribution actually possible?

Like their cookie cousins, IP addresses face an uncertain future. Yet the industry seems stumped for an alternative to its chosen CTV default.

CTV is entirely its own thing. Doggedly following display practices can cost you time and money.