CTV incrementality measurement is no longer a nice-to-have for sophisticated media buyers, it is fast becoming the baseline requirement for any brand serious about proving CTV performance. As Connected TV matures from a brand awareness channel into a full-funnel performance vehicle, the industry is confronting a fundamental flaw in how outcomes have historically been measured. […]
TV home screens have become the primary gateway for film and content discovery, fundamentally reshaping how consumers engage with entertainment. According to recent LG research, 70% of viewers discover films directly through their TV home screens, a striking statistic that signals a decisive shift away from traditional app-based browsing and external search platforms. For brands […]
What the Latest Trends Mean for Your Brand Connected TV advertising has crossed a critical threshold in 2026. Streaming now accounts for roughly 42% of all TV viewing time, according to industry data from Nielsen's Gauge report, up from 38% in 2025 and 34% the year before. Traditional cable has dropped below 25% of viewing […]
Growing a YouTube channel from 0 to 100K views takes one thing above all else: understanding how algorithms and audiences actually behave. The same is now true for Connected TV (CTV). Streaming platforms, YouTube on the big screen, and FAST channels have turned the living room into a digital performance environment. The winners won’t be […]
If you're exploring Connected TV advertising or scaling your programmatic media buying, one term will surface immediately: the DSP, or Demand-Side Platform. A programmatic DSP is the engine behind modern digital ad buying — the technology that allows brands and agencies to purchase ad inventory automatically, in real time, across thousands of publishers simultaneously. Understanding […]
Why CTV Advertising Is Redefining Television Marketing in 2026 Television advertising stands at a pivotal crossroads. While industry research from organisations like the TVB continues to highlight the enduring reach of broadcast television, a seismic shift is already underway. Connected TV advertising has emerged not as a replacement for traditional television, but as a superior […]
For years, “catchy” meant a big TV spot, a clever line, and a memorable jingle. That used to be enough. But just like social media killed the old idea of a catchy banner ad, Connected TV (CTV) is rewriting the rules for what an effective TV ad looks like—and how it should perform. Audiences are […]
Transform your brand's reach with Connected TV advertising. This comprehensive guide reveals proven strategies to engage streaming audiences, optimize campaign performance, and maximize your advertising ROI on platforms like Netflix, Disney+, Hulu, and more. What's Inside This CTV Guide Learn the essential strategies that top brands use to succeed with CTV advertising: Ready to get […]
The television landscape has undergone a profound transformation in recent years, driven by the rise of streaming platforms and internet-connected devices. This guide is designed to equip the salesperson with the knowledge and strategies necessary to attract brands interested in investing in Connected TV (CTV) advertising, with the goal of securing significant sales closures this […]
As Connected TV (CTV) advertising continues to rise in adoption and sophistication, selecting the right partners is critical to achieving marketing success. CTV allows brands to reach high-intent viewers with measurable, targeted video campaigns across smart TVs and streaming devices. However, not all CTV companies offer the same level of targeting, transparency, or technological innovation. […]
