All Posts From Designing Incremental Lift Tests for CTV and Streaming Ad Spend

Advertising measurement is rapidly evolving, especially with the rise of new digital channels like Connected TV (CTV) and streaming. Understanding true ad value requires moving beyond traditional attribution models, which often fall short in today's complex media ecosystem. As advertisers…

With over 230 million Americans now streaming content through Connected TV (CTV) platforms, advertisers have unprecedented opportunities to reach engaged audiences through digital video advertising. This shift from traditional television to streaming platforms has fundamentally changed how brands connect with…

With over 82% of U.S. households now owning at least one smart TV equipped with Automatic Content Recognition (ACR) technology, the television advertising landscape has undergone a dramatic transformation. This sophisticated data collection method has revolutionized how brands understand and…

Connected TV (CTV) advertising has transformed how brands connect with audiences in the streaming era. With the CTV advertising market projected to exceed $30 billion in 2024, understanding the relationship between ad length and engagement has become fundamental to campaign…

Connected TV (CTV) has transformed the advertising landscape, with over 87% of US households now having access to at least one CTV device. This shift in viewing habits has created unprecedented opportunities for brands to reach specific audiences with targeted…

Account-based marketing (ABM) has emerged as a powerful strategic approach for national and international brands looking to focus their marketing efforts on high-value prospects. While traditional marketing targets broad audiences hoping to find leads, ABM works in reverse by first…

Connected TV (CTV) advertising has undergone a remarkable transformation in recent years. While traditional demographic targeting laid the foundation for digital advertising, sophisticated behavioral targeting now offers unprecedented precision in reaching and converting viewers. According to Nielsen, nearly 85% of…