Larry Tucker’s Post

Captify®’s Search Intelligence can reveal what audiences are looking for in real-time. See how Captify and Magnite work together to help advertisers activate those insights on CTV. https://lnkd.in/eRnbM-_h

Discover how the latest CTV advertising technology is set to revolutionize the 2024 election landscape! Targeted Messaging:  This new technology allows campaigns to deliver highly personalized ads based on viewer data, ensuring messages reach the right audience at the right time. Increased Engagement: Interactive features mean viewers can engage directly with ads, providing instant feedback and increasing engagement rates. Real-Time Analytics:  Campaigns can now adjust strategies in real time with detailed analytics on viewer responses and ad performance, optimizing their impact. Political Advertisers can leverage CTV reach integrating cutting-edge CTV technology. Are advertisers set to go beyond the walled gardens? Let's see how it pans out! Forbes Article Coverage ~ Mike Villalobos | Seedtag Brian Danzis | Albert Nieto Riera | Gabriel Souto | Jason Schneider | Habenn Bereket | Jordi Capdevila Espitia | Seraphina D. | Nick Timms | Jon Wallett | Johnny Shami | Kara Ullmann #CTV #OTT #PoliticalAdvertising #AdTech #ProgrammaticAdvertising 

Rising ad costs are here to stay—here’s how to win in 2025 despite them. Major ad platforms’ earnings reports confirm 2 things: 1️⃣ Ad costs are increasing. 2️⃣ Engagement and impressions are growing too. A few stats: 💰 Meta: Ad costs up 11%, impressions up 7%, and sequence-based modeling improving conversions by 2-4%. 📈 YouTube: Higher engagement with Shorts and Connected TV ads. 🚀 Snap: Daily active users +9% YoY, with direct response ads driving 16% revenue growth. 📊 Reddit: Stock surged 40% after Q3 earnings—an emerging platform to watch. What does this mean for 2025? Higher ad costs can still expand reach, impact, and drive sales—but only with smart planning. What do you need to do? 3 steps: 1. Budget for a 10-15% increase in ad costs in 2025. 2. Explore Reddit for access to highly engaged niche audiences. 3. Drive efficiency with better targeting and new formats like YouTube Shorts or CTV. Q5 is a strong window for reach—don’t let rising costs hold you back. Anything I missed? Drop a tip below.

Why do we keep seeing the same ads over and over? Here’s the (not-so-pretty) truth behind ad frequency issues. If you've ever found yourself endlessly bombarded by the same ad on multiple platforms, you're not alone. Despite all the sophisticated tools we have for frequency capping, the problem persists—and it’s not by accident. A fascinating article on Ad Age by Jack Neff uncovers some uncomfortable truths about ad frequency in today’s media landscape. Here are the highlights that every marketer, advertiser, and media professional should pay attention to: ✅ TV’s outdated metrics: Did you know that a 15-second TV ad often counts as half an impression of a 30-second ad? This underreporting leads to over-frequency, undermining the efficiency of campaigns and sometimes damaging brand perception. ✅ CTV isn’t solving the problem—it’s making it worse: Streaming ads are concentrated on a handful of heavy viewers. Shockingly, the heaviest 20% of viewers see 61% of all CTV ads. This means brands are paying premium CPMs to oversaturate a small audience while missing the broader market. ✅ Identity resolution is still a mess: The inability to reliably track users across platforms means frequency caps are routinely bypassed. Even the latest efforts, like The Trade Desk’s Unified ID 2.0, have limited reach, and initiatives like ANA’s Aquila are still years away from real impact. ✅ Frequency capping challenges in programmatic: Simultaneous bids across DSPs often sidestep caps, leaving consumers overwhelmed and brands with inefficient spends. What’s the result? Millions of dollars wasted reaching the same people repeatedly, while others are barely touched by campaigns. Worse still, these inefficiencies risk alienating the very consumers brands want to engage. The solution? Smarter measurement, holistic identity resolution, and an industry-wide push for accountability. We need better collaboration between publishers, platforms, and advertisers to avoid these pitfalls and build a more balanced ecosystem. What do you think—is the industry doing enough to address these issues? Or are we stuck in a loop of inefficiency and overexposure? #Programmatic #Advertising #CTV #FrequencyCapping #AdTech #DigitalMarketing

Loving the traction MMM is gaining! According to my desk research, the number of new providers in the first half of the 2020s is already about four times higher than in the full 2010s.   Many modern MMM solutions promise granularity and speed. There’s no doubt they’ve made significant inroads. But how granular can MMMs get and how does that compare with what granular growth opportunities exist?   At Adgile, we use a combination of model approaches to identify cross-screen growth opportunities. We bring together linear TV and online TV data sets to measure relative incremental contributions and optimal splits, using a broader approach helping advertisers manage the audience migration to digital platforms. We also deploy in-channel attribution solutions, not to determine incrementality, but to make optimal channel budgets work harder by understanding the granular tactics most likely to elicit a desired behaviour.   These strategic and tactical models work together to maximise screen impact. While in-channel attribution does things our cross-screen models can't and vice versa, likewise, your MMM can’t do everything. And that's OK.   Take this accumulated attribution data across a range of brands as an example. We isolated viewer responsiveness – based on ad-driven behaviour, mostly website visitation – in live sport and compared that with placements in newly launched general entertainment show episodes. The idea was to isolate two different genres in their most compelling, culturally relevant forms, live and newly launched, to provide a like-for-like comparison. We then overlaid these custom-sliced genres with ad duration. Within live sport we found that 30” ads performed better than 15” ads, whereas in newly launched gen. ent. shows, 15” ads outperformed 30s.   We previously showed the difference in results between live vs on-demand viewing during different stages of the week. Soon, we will share evidence on the impact of media and creative tactics under other nuanced viewing scenarios like platform (CTV, app, web) and solus vs co-viewing. Collectively, we see that different viewing experiences affect results as much as the different media placements and creative executions that MMMs measure. While those media placement and creative dimensions are more controllable, the viewing experience – a “moment of truth” – is also critical to understand and leverage for growth.   MMM is crucial because it tells you where to cast the rod but doesn’t always tell you how deep to let the bait settle. Optimise direction with depth for the best catch!   #TV #Advertising #Effectiveness   Shaun Lohman Craig Service Mark Schanzl Isaac Stefaniw Liz Lohman Anthony Fitzgerald Adrian Gonzalez Grant Wechsel

Talk about dislocation of budgets. Time to close this delta.

📺 𝐑𝐞𝐯𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐢𝐳𝐞 𝐘𝐨𝐮𝐫 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠: 𝐔𝐧𝐥𝐨𝐜𝐤 𝐭𝐡𝐞 𝐏𝐨𝐰𝐞𝐫 𝐨𝐟 𝐂𝐓𝐕! 🚀 In today's fragmented media landscape, Connected TV (CTV) is the new frontier for advertisers. But are you leveraging it effectively? 𝐖𝐡𝐲 𝐂𝐓𝐕 𝐢𝐬 𝐚 𝐠𝐚𝐦𝐞-𝐜𝐡𝐚𝐧𝐠𝐞𝐫: 🟢 𝐄𝐱𝐩𝐥𝐨𝐬𝐢𝐯𝐞 𝐠𝐫𝐨𝐰𝐭𝐡: CTV ad spend is projected to reach $30.10 billion in 2024, growing by 22.4%. 🟢  𝐇𝐢𝐠𝐡𝐥𝐲 𝐞𝐧𝐠𝐚𝐠𝐞𝐝 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞: U.S. adults spend an average of 123.4 minutes per day on CTV in 2024. 🟢 𝐏𝐫𝐞𝐜𝐢𝐬𝐞 𝐭𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠: 76% of all digital video ad views occurred on CTV devices in the first half of 2023. 🟢 𝐑𝐞𝐚𝐜𝐡𝐢𝐧𝐠 𝐜𝐨𝐫𝐝-𝐜𝐮𝐭𝐭𝐞𝐫𝐬:  By 2025, 62.6 million millennials are expected to use CTV devices. 🟢 𝐒𝐮𝐩𝐞𝐫𝐢𝐨𝐫 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞: CTV allows for real-time optimization and interactive ads, driving higher engagement rates. These statistics highlight the rapid growth, high engagement, and effectiveness of CTV advertising.   They demonstrate why CTV is becoming an essential part of modern advertising strategies and why readers should be interested in learning more about how to leverage this platform for their campaigns. Ready to revolutionize your CTV strategy? Read the blog post:  https://lnkd.in/dTh6J5_y #CTVAdvertising #OTTData #CTVData #AdTech #StreamingRevolution #ProgrammaticCTV

EMARKETER's Q3 2024 Ad Spending Benchmarks are live! Paul Verna and Yory Wurmser explore the state of ad spending across various channels in the U.S. including key insights such as: 📈 Digital ad spending is projected to grow at a CAGR of 10.6% from 2024 to 2028, driven by retail media and CTV. By 2028, digital will comprise over 86% of total media ad spending. 📈 Retail media is the fastest-growing ad channel, set to surpass traditional TV ad spending by 2025. With a CAGR of 22.7% in search retail media, this sector is rapidly reshaping the advertising landscape. 📈 Connected TV (CTV) ad spending is expected to grow by over 10% YoY through 2027, with Hulu, YouTube, and Amazon leading the charge. 📈 While Meta continues to dominate the social network ad space with a 75% share, platforms like TikTok, Pinterest, and LinkedIn are experiencing significant growth, with at least 12% annual increases through 2026. What insights are you using to align your strategies with market trends to optimizing ad spend across channels? 📥 Download the full collection (link in comments) to dive deeper into the data to help make informed decisions for your next campaign. #DigitalMarketing #AdSpending #RetailMedia #CTV #SocialMedia #MarketingStrategy

 Dive into the future of advertising with Data-driven TV! Reach your target audience effectively while saving costs. Enhance ad personalization with non-personal user data for better results. Are you ready to revolutionize your ad strategies? Comment below! #DataDriven #AdvertisingRevolution https://lnkd.in/ej_EZFbZ

Understanding where your audience spends their time is essential for optimizing ad spend. It's clear that a shift towards app-based advertising is needed to match consumer behavior.