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Unlock Profitable Scale With Performance Optimized CTV Creative

We’ve answered the “whys” and “hows” of creative variation. But what is the business impact of creative variation on performance? And what combination(s) work best for CTV advertisers? In this research digest, we break down the key components of a...

July 20, 2023

It Takes Two (Or More?): How Turnkey Variations Can Boost Performance

About 15 years ago, there was a big video trend online where cinephiles recut trailers for classic films in completely different genre styles. One of the most viral examples was a recut trailer of Stanley Kubrick’s The Shining that reimagined...

June 29, 2023

Mo’ CTV Creative, No Problems

“Good” creative: is it an art or a science? Turns out, it’s a bit of both. The case for creative variation is clear: more creative equals less ad fatigue, which equals more viewer engagement and, ultimately, better performance. This MNTN...

June 21, 2023

Seasonal Breakdown: Back-to-School Spending Is Back

Students don’t usually return to classes until August or September, but research indicates that some consumers start on their back-to-school (BTS) shopping as early as May or June. And purchases really ramp up in July and August. Last year’s BTS...

June 16, 2023

How Do Consumers Actually Feel About AI-Powered Advertising?

Few letters have ever been as buzzworthy as “A” and “I” have been this year. In what felt like an overnight transition, generative AI could suddenly be found everywhere—assisting our web searches, writing copy, designing images, powering our music playlists,...

June 15, 2023

Advertiser Outlook on Generative AI: Sunny, With a Side of Caution

Generative AI is having quite a day in the sun right now — at this point, it might be easier to determine which brands aren’t getting involved with AI. Yet while this nascent technology may still be unfamiliar and concerning...

June 15, 2023

Better Together: An Exploration of Co-Viewing on CTV

It’s that time of day again. You’ve just finished a day of work and are sitting down with your family to watch your favorite streaming show (or maybe a movie you promised your significant other you wouldn’t watch without one...

June 13, 2023

Music to Our Ears: What Makes a Perfect Melody on a Connected TV Ad?

When you hear the chorus of Sarah McLachlan’s “Angel,” what immediately comes to mind? And why is it the ASPCA sad puppy commercial? Whether it’s a movie, television show, or commercial, the right music can set the tone and make...

June 9, 2023