Tag: CTV strategy

Skip challenges the prevailing belief that CTV is a “safe bet” for media buyers fleeing the chaos of search and social. While CTV offers cleaner environments and video reach, the ecosystem still struggles with inconsistent targeting, weak measurement, and fragmented…

CTV is underperforming not because of the medium itself, but because marketers are applying outdated, performance-driven strategies that ignore the brand-building nature of TV. Despite claiming brand awareness as a primary goal, most campaigns are optimized around click-throughs and conversions,…

Apple TV+ has expanded to Amazon’s Prime Video Channels in the U.K., Australia, and Canada, building on its U.S. launch in October. While the move boosts Apple’s reach, it reflects a strategic shift from its ambitions of ecosystem dominance to…