Akshit Desai

CTV should be a performance marketing medium. Despite massive growth in streaming, most Connected TV ads still mimic traditional commercial breaks. No surprise that many still see CTV as “TV, on the internet.” But that outdated approach limits performance. When the creative doesn’t deliver then advertisers look elsewhere and publishers leave money on the table. There’s a better way. I lay out a new path forward on Streaming Media Magazine: treat CTV as its own medium that combines the best of both worlds. Reach and brand awareness of traditional TV, but with the creativity and measurement of digital ads. Digital and social platforms have set the bar with ads that are interactive, behavior-driven, and native to the experience. CTV should follow suit by creating ad experiences driving behavior, not just brand awareness. Engaging viewers during the content without a startling interruption. And allowing precise performance measurement. A creative reset is overdue and essential for advertisers, publishers, and audiences to win together. Link to article in comments.

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HOW TO MAKE YOUR ADVERTISING PROFITABLE If you want to know what makes advertising profitable then read on ... At Cannes this year we released 'The Creative Multiplier' which was an enormous study led by Andrew Tindall combining the System1 data and Effie Worldwide to try and understand what drives brand and business results There are a lot of insights but 3 things emerge as the essential elements 👉 EMOTION - further evidence that generating an emotional response in your audience is essential to success. Don't be dull. As Orlando Wood describes it you need to be Showman not a Salesman 👉 FLUENT - you need to be remembered and leverage your brand's distinctive assets as much as possible. This isn't about your logo but using all the different elements like sound, pack, characters etc 👉 TIME - Creative compounds over time as your audience become familiar with it. As Mark Ritson told the audience at Cannes "you are all taking your cakes out too early" The Chart below is the summary in report and sums it up nicely See how much more likely you are to generate profit by being emotional, fluent and consistent We are running a webinar where Mark will be sharing all the highlights from the Cannes presentation including Beers & Bears Sign up here https://lnkd.in/eWFX-NtG

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I'm often asked about the UK CTV supply ecosystem, so I’ve put together a quick explainer to break it down. #CTV #Streaming #AVOD #FAST #BVOD #AdTech

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Sell-side decisioning is quietly reshaping programmatic advertising across the US, UK and Western Europe. Publishers are now making decisions about which impressions are eligible before buyers even see them. This shift is moving control away from DSPs and toward the sell side, changing how we need to brief, buy and measure. One major shift is data gravity. The most valuable and lawful signals now sit with the publisher. These include contextual cues like scroll depth, layout, session data and consent status — all of which live closest to the impression. If you are not connected to publisher environments through clean rooms or server-side integrations, you will not have access. You cannot rely on reconstructing this data in your own stack, and third-party IDs are no longer as dependable a bridge as they have been before. Optimisation is changing too. Instead of chasing the cheapest CPMs, sell-side platforms are now optimising for user experience, predicted attention and yield quality before the auction even starts. That means fewer resold paths and cleaner supply. For buyers, supply-path optimisation is no longer just a hygiene task, it is a strategic planning tool. Choose partners not just for their scale, but for the logic of their decisioning. Measurement is shifting as well. With identifiers fading and browsers limiting event tracking, reliable reporting now lives server-side, often within the publisher’s ecosystem. The most accurate view of exposure and eligibility is increasingly held by the sell side. We need to shift toward modelled attribution, clean-room experiments and negotiated data rights, rather than expecting a single-source truth. Some worry this shift reduces transparency and raises prices. And yes, CPMs for premium programmatic inventory are going up. But when duplication and low-quality supply are stripped out, the cost per qualified outcome often goes down. Transparency can still be negotiated — it just needs to be built into the deal from the start. The best programmes I see are quiet, structured and precise. Buyers clearly state their desired outcome, frequency, attention thresholds and data needs. Publishers encode these into their systems and offer curated deals in return. The DSP becomes an execution tool, not the brain. Across the most advanced markets — from broadcasters to retail media networks to premium publishers — this is simply how programmatic is evolving. The old spray and pray model will not work. Sell-side decisioning is the new operating system, and we need to design for compatibility. Where are you moving first: the brief, the data, or the measurement? #Media #AdTech #Programmatic #MediaBuying #Measurement #Marketing #DigitalAdvertising #AdvertisingStrategy

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