CTV vs linear

Deli meat company Land O’Frost has been leaning into a new MMM approach to figure out which opportunities it’s been overlooking – or even inhibiting.

Häagen-Dazs launched its new “Slow” campaign earlier this year, hoping to strike a chord with a diverse array of consumers across platforms.

It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.

Advertisers new to CTV often approach streaming buys the same way they approach linear: By focusing on large-scale inventory from only the biggest providers instead of focusing on their audience. This strategy tends to overlook the unique advantages CTV offers, writes Marrika Zapiler, director of advanced TV at Marketing Architects.