Back when the Pure app first launched in 2012, it was a completely anonymous hookup app. Now, it’s using CTV as a way to explain its rebranded vibe to prospective new users.
CTV advertising platforms often try to sell small businesses on how closely the channel resembles the digital marketing avenues they’re used to working with, like paid social. For Wildgrain, a DTC subscription service for artisan breads and other grain-based foods, this argument proved to be very compelling.
According to Adam Paul, executive director of media alliances at LiveRamp, the old-school programmatic ads – the ones bought across multiple platforms without regard to context or audience – are underperforming on CTV these days.
I didn’t attend WWE’s “Monday Night RAW” event in Brooklyn for love of wrestling. No, I was there to check out the ad content – to the point where I set up a brand-new ad-supported Netflix account from my phone to see where and when the ad breaks actually start.
My YouTube creator obsession has me fascinated by an ongoing trend I’ve noticed in the CTV industry: A lot of companies that produce free ad-supported channels rely on content that already exists on YouTube.
Into every generation, a universally hated children’s television character is born. This, of course, poses a unique problem in a world of smart TV operating systems and content recommendation engines.
Here’s what Head of Performance Media Josh Palau had to say about how Pfizer currently navigates the CTV landscape, including why having your own hands-on-keyboard experts is key and how new ad formats can be slow to accommodate pharmaceutical brands.
There’s something about travel commercials – especially ones produced by tourism boards – that always make me want to pack up and go to whatever fun new location they’re telling me about.
Advertisers love new ad formats, especially on connected TV. Just look at how many platforms announced their own during the IAB NewFronts and TV upfronts last month. But it’s possible to have too much of a good thing.
You’d think the United States Congress would have bigger things to worry about right now than figuring out where and when football games are airing… and yet.
