Over the last few years, Connected TV has increasingly absorbed more advertiser mindshare as a performance marketing platform. As more streaming services and viewers embraced ads, and as the platform’s targeting and measurement capabilities continued to evolve, CTV found itself...

October 30, 2023

Since the dawn of video, advertisers have sought the perfect balance between serving an ad enough times that a viewer remembers the content and serving so many times that viewers now hate your brand. Now, with ad channels like Connected...

October 27, 2023

CTV advertising has come a long way in the last few years, evolving from a brand-new way to reach consumers into one of the fastest growing ad channels in the biz. So naturally, such explosive growth has come with some...

October 25, 2023

This summer’s Cannes Lions International Festival of Creativity once again sent marketers home with new themes, topics, and insights to unpack. One key highlight this year was the value of distinctive branded assets. Devika Bulchandani, Global CEO at Ogilvy and...

September 6, 2023

If the Tortoise and the Hare taught us anything, it’s that the old adage is true: slow and steady wins the race. In Connected TV, as in anthropomorphic animal racing, steady effort drives big results.  A comprehensive study of our...

August 9, 2023

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

“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

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