James O. As connected TV (CTV) ad spending continues to outpace nearly every other digital channel, performance marketers face a persistent challenge: proving that a TV spot actually drove a mobile app install. Unlike web clicks or search queries, CTV operates in …
For years, advertising teams have operated in two separate worlds. On one side, creative teams generate video assets—storyboards, scripts, motion graphics, final exports. On the other, performance marketers analyze campaign data, optimize bids, and tweak targeting. The handoff between these …
The advertising industry is at a crossroads. For decades, the creative process followed a predictable rhythm: brief the agency, wait for concepts, shoot the assets, launch the campaign, and hope the metrics justify the spend. That rhythm is breaking. In …
Connected TV has moved definitively from an experimental awareness channel to a core performance pillar in the media mix. In 2026, U.S. digital video ad spending is projected to surpass $80 billion, growing 11% year-over-year — nearly 20% faster than …
The gaming advertising landscape has undergone a fundamental shift. What worked in 2024—static screenshots, generic gameplay loops, and influencer sizzle reels—no longer delivers the returns it once did. Mobile gaming titles now compete in a market where user acquisition costs …
The mobile advertising landscape has fundamentally shifted. In 2026, video will account for 39.5% of all mobile ad spend—outpacing search at 38.3%. Global digital ad spend is projected to reach approximately $835.82 billion, with mobile absorbing close to 74% …
Connected TV has rapidly evolved from a brand-awareness channel into a measurable performance engine for mobile app installs. In 2026, the question is no longer whether CTV can drive app growth—it’s how to run campaigns that consistently deliver installs, in-app …
Connected TV advertising has moved from a niche experiment to a core performance channel. By 2026, U.S. CTV ad spending is projected to surpass $37.95 billion, with performance-focused programmatic CTV now accounting for 65% of total video ad buys. …
Scaling ad creatives across multiple markets is one of the hardest problems in performance marketing. What works in the U.S. often flops in Germany. A top-performing visual in Japan might confuse audiences in Brazil. And the cost of producing separate …
Connected TV advertising has matured from a experimental channel into a core pillar of the media mix. But as CTV ad spend accelerates—projected to grow nearly 15% in 2026 to reach $37.95 billion, according to EMARKETER’s December 2025 forecast—the …