Showing Results (196) For: connected tv
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Curating Context: An Analysis of Brand Favorability and Connected TV Ads
“In addition to being able to find people wherever they are, it’s incredibly important that [brands] understand where their ads are running, because that’s going to have a direct impact [for business outcomes] and a long-term impact on brand perception.”...
December 4, 2023
Go Left or Right? An Analysis of Connected TV Ad Creative on Performance Outcomes
Ever wondered why certain ads make you feel some type of way? The types of creative elements used in ad creative have a major impact on performance — and the two sides of the brain. “[They] pay different types of...
October 27, 2023
How Connected TV Will Weather the Great Content Drought of 2024
It’s been a dramatic year in the entertainment industry, and we’re not just talking about Love is Blind’s epic live-stream fail. No, Hollywood was upended in 2023 by a pair of strikes by the Writers Guild of America (WGA) and...
October 13, 2023
Green Screens: Why Connected TV Supports Sustainable Advertising Practices
Advertising has informed trends, shaped the cultural zeitgeist, and has boosted both brand equity and profits, but what about its impact on the environment? A new sustainability study conducted by IPG’s Magna Media Trials with Oracle explores the relationship between...
September 22, 2023
Seasonal Breakdown: Holiday 2023 – Add Connected TV to Cart in Q4
You’re on your way out the door for your OOO, so you probably think you’re off the hook for holiday campaign planning. It is only summer, after all. But Q4 will be here before you know it—and the research says...
August 10, 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
How Connected TV Creative Can Benefit from Testing on TikTok
Yes, MNTN Research is all about Connected Television, but that doesn’t mean we’re disconnected from what CTV’s distantly related cousin – social video – is up to. Because as much as everyone’s talking about CTV, marketers are equally excited by...
March 31, 2023
Building Strong Memory Structures in Your Connected TV Ad
Ever wondered why some ads resonate more than others? Turns out, it takes more than powerful storytelling and a strong brand to catch a viewer’s eye. Where you place your branded moment matters—not only does this determine how many people...
March 22, 2023