Advertising as Tariff Fears Mount: Strategies for 2025

It's 3 AM, and somewhere in the world, an algorithm just decided your ad deserves to appear in front of someone craving exactly what you're selling....

A small business owner in 2010 trying to buy video ads online used to go through an entirely different process. They'd need separate deals with...

A CMO in 2010 trying to buy video ads online used to go through an entirely different process. They'd need separate deals with YouTube, Hulu, and a...

Imagine checking out etsy.com during a lull at work and then closing the tab to join a meeting. That evening, you turn on Pluto TV to watch the local...

Ask ten marketers how they measure programmatic advertising success, and you'll likely get eleven different answers. This isn’t because advertisers...

HBO Max isn't just another streaming platform — it's where viewers actually pay attention. TVREV’s Alan Wolk explains, “HBO continues to remain home...

The streaming gold rush is on, and brands everywhere are racing to claim their piece of the OTT advertising landscape. But having a streaming ad...

When Amazon made the bold decision in early 2024 to shift all Prime Video subscribers to ad-supported plans by default, they fundamentally changed...

Disney Plus entered the streaming wars fashionably late but made up for it with an entrance that turned heads. What started as the home of Mickey...

Netflix boasts the largest streaming audience worldwide. And thanks to the tech giant’s expansion into ad-supported streaming, businesses now have...

Thinking about advertising on YouTube TV? You're not alone. As streaming continues to reshape advertising, YouTube TV has emerged as a compelling...

Streaming has changed everything, including how brands connect with their audiences. While Netflix and Disney+ grab headlines, Roku has quietly built...

There’s a word on everyone’s mind right now: recession. Tariff negotiations have caused market uncertainty, all while inflation continues to loom. JP...

Third-party data. It’s a term that’s thrown around, and yet few take the time to detail its pros and cons — much less strategies for using...

First-party data is the information that companies collect directly from their customers rather than through intermediaries. Advertisers use this...

The marketing funnel has changed. Today’s shoppers often begin researching products from the comfort of their homes and don’t set foot into a store...

Connected TV (CTV) viewing is on the rise — and that’s good news for marketers. Not only can CTV ads be precisely targeted to individual households,...

Targeted advertising has been around since the early days of the internet. And while it often brings to mind the ads we see while browsing the...

Streaming services have transformed the way audiences consume content, offering advertisers an unprecedented opportunity to connect with engaged...

Programmatic advertising has revolutionized the way businesses buy and place ads, making it more efficient, targeted, and data-driven. By automating...

In the programmatic advertising industry, understanding the tools and technologies available is crucial for creating impactful campaigns. Two...

Connected TV (CTV) is the fastest-growing advertising channel. And there are no signs of it slowing down. Not only does CTV combine the very best of...

Programmatic advertising has transformed the way brands and publishers connect with audiences, introducing tools like Demand-Side Platforms (DSPs)...

For digital advertisers, Demand-Side Platforms (DSPs) have become essential tools for marketers looking to streamline and optimize their ad...

Advertising has evolved significantly over the years, with technology transforming the way brands reach their audiences. At the center of this...

Programmatic advertising has revolutionized the way businesses approach digital marketing, offering automation, advanced targeting, and data-driven...

A Data Management Platform (DMP) is a central tool in digital advertising used to collect, organize, and activate data from multiple sources for...

A supply-side platform (SSP) is a key technology in digital advertising that enables publishers to manage, sell, and optimize their ad inventory...

A few years ago, Netflix was the ad-free paradise we all turned to for uninterrupted binge-watching. But today, keeping up with every streaming...

Chances are you remember a few iconic commercials from childhood. For me, the Budweiser ‘Wassup’ campaign comes to mind. It was embedded in early...

Targeted advertising has been around since the early days of the internet. And while it often brings to mind the ads we see while browsing the...

It used to be that TV advertising was a one-way street. Commercials talked at viewers, a.k.a. the passive recipients of the advertising message....

The terms connected TV (CTV) and over-the-top (OTT) are often used interchangeably — but media buyers need to understand the subtle distinctions when...

Over-the-top (OTT) media delivery has changed the way we watch television — and in the process, it’s revolutionized advertising.

Performance advertising describes tactics that are designed to achieve measurable business results. Lead generation, online sales, and foot traffic...

One of the biggest differences between traditional TV advertising and delivering ads to connected TV (CTV) devices is that the latter can be measured...

Ad tech runs on data. But not all data is collected and shared in the same way. Cue in first-party vs. second-party vs. third-party data. Any...

“Streaming TV advertising is growing quickly and off to a strong start.” That wasAmazon CEO Andy Jassy’s observation in April, three months after...

The term connected TV (CTV) platform means different things to different people.

The shift from traditional television to streaming forever changed how media is consumed and distributed. An activity that once necessitated a fixed...

In the 17 years since Netflix launched its streaming service, over-the-top (OTT) media has become the primary way that we consume TV. OTT refers to...

Local TV advertising combines the big-screen impact of television with the efficiency of location-based marketing. It also allows smaller businesses...

Here’s an exercise: Try to count the number of ways you consume TV each day. I’ll go first.

Connected TV (CTV) advertising describes the ads served to viewers tuning into streaming content on internet-connected television sets.

In the decade and a half since Netflix popularized over-the-top (OTT) video consumption, streaming has become synonymous with television. We now use...

TV advertising has changed. Because today’s viewers spend most of their time on streaming platforms like Amazon Prime, marketers are allocating more...

We really can’t say we’re in the dawn of a new era in marketing without acknowledging the barrage of new trends and terms popping up seemingly every...

Google has been under ongoing regulatory scrutiny for antitrust concerns — including an upcoming lawsuit by the Department of Justice (DOJ) that...

Connected TV (CTV) is the fastest-growing ad channel in U.S., predicted to account for $42.4 billion in ad spend by 2027. But as CTV investment...

Who will be the winner with Amazon, Netflix, Google, Apple, and Disney battling for CTV supremacy? Just a few years ago, a phenomenon called...

In the early days of TV, ads were placed based on the programs they supported. This means that every household tuning into a given broadcast would...

In the 17 years since Netflix launched its streaming service, over-the-top (OTT) media has become standard. What started as a novel concept now...

Before ad exchanges, media inventory was exclusively purchased through direct negotiations with publishers. This worked fine in the early days. But...

Unlike traditional broadcast television, connected TV (CTV) ads are delivered over the internet. This makes them more targeted and measurable —...

Car buying has changed. Unpredictable inventory, inflation, and post-COVID consumer behaviors are just a few of the obstacles the automotive industry...

CTV. OTT. With so many acronyms to keep track of and the inconsistent uses of each term, it’s no wonder people often get the two confused. Connected...

What do you get when you mix traditional pay TV with digital delivery to connected TV (CTV) devices? Virtual multichannel video programming...

Programmatic advertising makes it possible to quantify ROI at every touchpoint and continuously optimize campaigns based on real-time data. Media...

Imagine seeing a commercial for a local spa and making a mental note to book an appointment. By the time you sit down at your computer the next day,...

Live sports have long been the saving grace for cable and satellite television. Viewers begrudgingly kept their overpriced TV plans to cheer on their...

Things have changed since the early days of streaming. It used to be that a subscription to Netflix was more than enough to supplement your basic...

CTV advertising unlocks the potential to precisely target viewers on the most important screen in the household: the living room TV.

Few business functions will be impacted so profoundly by artificial intelligence (AI) as marketing. The recent explosion in AI has paved the way for...

Everything old is new again, including scheduled television with commercial breaks. You heard that right: Today’s viewers are watching linear,...

As an advertiser, embracing full-funnel attribution elevates your campaign measurement to make data-backed decisions, and unlocks the full potential...

Connected TV (CTV) has emerged as a turning point for TV audiences, capturing viewers' attention and redefining how advertisers engage with consumers.

Picture this: It’s a sunny day in July and the year is 1941. A family in New York City sits down to watch the Brooklyn Dodgers play the Philadelphia...

Discovering how your audience saw an ad, clicked on it, or searched online afterward, eliminates the guesswork of your campaign impact.

Programmatic advertising is the automated process of buying online ads that reduces the time it takes to manage it manually.

With streaming content up 31.8% in January for total TV share compared to the previous year, you can count on connected TV (CTV) to reach your...

Discover everything you need to know about AVOD advertising, video on demand, and the new age of media consumption with Strategus.

Discover what you need to know about OTT advertising, platforms, services, and opportunities with Strategus.

What does it take to build brand recognition in digital advertising?

Unrest in digital advertising channels and an economic downturn have impacted ad budgets across the board. As a result, ad spending will be stricter...

The switch from traditional TV to digital streaming devices like over-the-top (OTT) and connected TV (CTV) moves steadily year over year. And video...

Connected TV (CTV) devices continue to shake up TV advertising by delivering new and effective ways to message audiences. And the growing number of...

2023 will certainly be interesting in how marketers decide to launch brand awareness and engagement to produce the most return on investment.

This blog is part of our guide to understanding omnichannel marketing. Click here to learn more

Advertising today holds the opportunity to reach consumers with more digital touchpoints than ever before. And the increasing power of streaming...

Marketing your local business needs to reach audiences living nearby. It seems pretty straightforward, but capturing a relevant viewership at the...

Marketing during an economic downswing may have some companies cutting back on brand awareness. But advertising is an investment rather than an...

DATA & INSIGHTS FROM STRATEGUS - SEPTEMBER 2022

Carving a digital path with programmatic advertising establishes touchpoints for step-by-step measurement.

Connecting with target audiences and maximizing campaign performance needs expertise in programmatic optimization.

Just recently, streaming audiences finally surpassed both broadcast and cable viewership. For those following the industry, it’s been an inevitable...

Automotive advertising functions on three separate tiers, with each scaling the market for different purposes. At the same time, all three tiers...

Connected TV (CTV) audiences are progressing every year and marketing news outlets have stressed the impact of this trend. However, all of this...

In the modern TV era, most consumers are seeing thousands of ads every day. Making it difficult to engage users. Most advertisers have already added...

As the 2022 primary season starts to wind down and the general election date looms in November, spending has already begun to reach record-setting...

Audio content is seeing rapid expansion. In 2021, 72 percent of Americans (218.4 million) listened to digital audio every month, which is likely to...

Although CTV advertisers' expenditure is expanding considerably, it faces challenges due to inventory fragmentation, a lack of defined measures,...

Past law firm marketing norms don't cut it anymore! Commercials on linear television channels were dramatic and often hammy — they kept law firms top...

With a new year to celebrate, it's time to get your message heard in preparation for the 2022 midterm elections! However, carefully balancing...

Car dealerships are up against many challenges that make driving traffic to their locations and increasing sales difficult. The ongoing chip shortage...

When it comes to healthcare, advertisers face significant challenges that need to be defeated in order to generate awareness of their services, drive...

The past year has introduced many changes to the quick-service restaurant (QSR) industry, especially since the pandemic fast-tracked mobile and...

In the modern advertising landscape, many companies now have to choose between going with linear (traditional) TVs versus connected TVs (CTVs). CTVs...

To generate the highest possible ROI from their advertising campaigns, marketers are always looking to get their advertisements in front of the best...

The world of data collection changed dramatically in 2021, striking fear in the hearts of many data-reliant advertisers across the globe. That said,...

If you have been staying up on the latest news surrounding the tech industry, then you have undoubtedly come across the phrase “Web3.” But you might...

As the digital marketplace becomes increasingly complex and interconnected, the consumer decision-making journey evolves. What was once a relatively...

Over-the-top (OTT) and connected TV (CTV) advertising have quickly become an integral part of every successful marketing strategy. Consumers are...

Adapting to the newest technology and trends in digital marketing is a never-ending demand in the industry.

Every marketer's dream is to create instant brand recall and recognition among their target audience. It's the ultimate one-upper over everyone else...

Today's shoppers use multiple modes and platforms to research products, engage with brands, pursue entertainment, and, ultimately, buy products. When...

Simply having a product or service is no longer enough to capture your audience's attention. After all, your customers won't even know your product...

There isn't much that compares to the challenge of understanding your buyers' preferences and implementing them into your campaign strategies to...

In today's online market, every ad campaign needs to be perfectly tailored to suit the tastes and needs of your target market. Overly generalized...

The more you can track, the better you can understand how your audiences are engaging with your marketing campaigns. But being able to track...

Reach and frequency — two words every advertiser has heard, and likely overheard, throughout their career. And still, there is likely some...

With the advent of automated buying methods and evolving landscape of streaming, media buying is entering uncharted territory. The days of manual...

You have certain goals to hit with every linear TV ad campaign you launch. But because this advertising channel has traditionally had a lack of...

Both OTT/CTV television and traditional linear broadcasting are useful for marketers who want to target their advertisements to a well-defined...

Tracking brand lift gives you more insight into how well your video ads resonate with your audience and drive them to take a particular action.

No matter what your budget is, it's more limited than you'd like. And that means it's important to deliver video ads with pinpoint precision so...

As a marketing leader, you know the big picture goals for your marketing campaigns every quarter. But translating those goals into actionable...

Consumer attention continues to fragment across different types of media, with OTT/CTV viewership gaining the most steam. Sticking to traditional...

If you’re looking to improve the success of your marketing objectives and make your brand more known, using white label OTT/CTV advertising is one of...

If one of your biggest concerns is generating brand lift in a way that improves overall ROI, then pre-roll video is exactly what you’ve been looking...

The significance of OTT advertising is already becoming incredibly clear for many marketers, but what many are missing out on is the increasing...

How to Build Relationships Through Effective Frequency in Advertising -- Modern marketing trends evolve at a lightning-fast pace, but the core tenets...

Like almost anything in marketing, media buying started with a traditional processing method modified by technological advancement to be more...

When you turn to modern media outlets, brand protection isn’t just about avoiding scandals and bad customer service. It’s about continually striving...

Most marketers are knowledgeable on modern media buying and programmatic tactics but are still struggling to provide the best results for their...

Automation is dominating the advertising industry with efficiency, and programmatic advertising is no exception. It has taken our traditional methods...

It’s a serious challenge keeping up with the ever-changing digital environment and new, automated ways of media buying. The problem is that when you...

THIS POST IS PART OF OUR LARGER “ALL IN ONE GUIDE TO PROGRAMMATIC AD BUYING” CLICK HERE TO LEARN MORE. It’s becoming more common for marketers to...

Millennials are the most valuable generation to market to, and their usage of nontraditional television consumption continues to increase. Not only...

It wasn’t long ago that multichannel marketing was the up-and-coming tactic that advertisers and marketers were urged to perfect. But as everyone in...

This post is a part of our larger “The OTT Advertiser’s Guide to Second and First-Party Data,” click here to learn more.

This is a part of “The OTT Advertiser’s Guide to Second and First-Party Data,” click here to learn more

This post is part of our larger “The Comprehensive Guide to Understanding Omnichannel Marketing,” click here to learn more.

This post is a part of our larger “The OTT Advertiser’s Guide to Second and First-Party Data,” click here to learn more.

This Blog is part of our larger Guide to Understanding Omnichannel Marketing, click here to learn more

This post is a part of our larger “The OTT Advertiser’s Guide to Second and First-Party Data,” click here to learn more.

This post is part of our larger “The Comprehensive Guide to Understanding Omnichannel Marketing,” click here to learn more.

This post is part of our larger “The Comprehensive Guide to Understanding Omnichannel Marketing,” click here to learn more.

This is part of “The Comprehensive Guide to Understanding Omnichannel Marketing,” click here to learn more

In the realm of advertising, shifts in best practices, new trends, and constant change, are all to be expected. Over the past half decade, marketers...

In the past 10 years, we have seen the advertising industry undergo dramatic transitions as we enter a new age of television and media consumption.

The transition from traditional cable services to connected TV (CTV) and over-the-top platforms (OTT) has been ongoing for the better part of the...

Between the cord-cutting movement and the onset of the COVID-19 pandemic, streaming consumption for the year is up more than 74% from 2019 across all...

This post is part of our larger “AVOD vs. SVOD vs MVPD vs OTT – The Ultimate VOD Guide for Advertisers,” click here to learn more. If it’s...

If you’re here reading this, it’s likely that the thought of being unable to attribute your next ad spend – or worse, drive conversions – causes you...

This post is part of our larger “OTT/CTV eCommerce Advertising Guide,” click here to learn more.

This post is part of our larger “OTT/CTV eCommerce Advertising Guide,” click here to learn more.

This post on eCommerce ads is part of our larger “OTT/CTV eCommerce Advertising Guide,” click here to learn more.

This post is part of our larger “OTT/CTV eCommerce Advertising Guide,” click here to learn more.

This post is part of our larger “OTT/CTV eCommerce Advertising Guide,” click here to learn more.

The arrival of the coronavirus pandemic caught everyone by surprise, dramatically changing the day-to-day routines that we were accustomed to,...

This post is part of our larger “CTV/OTT Sports Advertising Guide,” click here to learn more.

This post is part of our larger “CTV/OTT Sports Advertising Guide,” click here to learn more.

THIS POST IS A PART OF OUR “COMPREHENSIVE GUIDE TO CONNECTED TV ADVERTISING” — CLICK HERE TO LEARN MORE!

This post is part of our larger “CTV/OTT Sports Advertising Guide,” click here to learn more.

Over the last few years, there has been a steady increase in the number of cord-cutters making the jump from traditional satellite or cable TV over...

This is part of the “Comprehensive Guide To Connected TV Advertising” — Click here to learn more

The truth of the times during the COVID-19 pandemic is that brick and mortar stores nationally are suffering. The numbers are coming in and they are...

This post is a part of our “Comprehensive Guide To Connected TV Advertising” — Click here to learn more!

Key Takeaways on the Road to Recovery By Joel Cox, Co-Founder and EVP, Strategus

With online shopping on the rise due to COVID-19, your ability to track and attribute sales to your OTT campaigns is more important than ever. March...

DENVER, April 23, 2020 /PRNewswire/ -- Crawling out of the economic shutdown, the advertising industry has taken a hit. But it’s not all gloom and...

How to Emerge from a Shutdown with New Targeting Mentalities By Joel Cox, Strategus Co-Founder, EVP Strategy & Innovation

Part II of the Actionable Marketing Strategies During a Pandemic series. By Joel Cox, Strategus Co-Founder, EVP Strategy & Innovation

Today’s column is written by Joel Cox, co-founder and executive vice president of strategy and innovation at Strategus.

Part I of the Actionable Marketing Strategies During a Pandemic series. Things have changed dramatically in the last few weeks, and media buyers are...

Changing viewer behavior creates opportunities to optimize programmatic strategies By Joel Cox, Co-Founder, EVP Strategy & Innovation

A lot has changed since Strategus ran the first programmatic advertising campaign in 2015. Within the last half-decade, ad-tech and media have seen...

Whether you’re expecting a house full of guests or a smaller gathering this Thanksgiving… whether you brine, stuff, roast, fry or smoke the...

Since it’s very likely that every company you represent has customers watching streaming content, OTT advertising should be part of their next...

Since 2017, over-the-top (OTT) services have dominated video ad views in the U.S. These streaming platforms combine the best of both worlds: the...

You’ve got a budget. This is the year you’re going to allocate OTT as part of your digital strategy and you want to make your dollars work for you....

Online is the place to be. Did you know 71 percent of Internet users log in to an over-the-top (OTT) service? Yep. And, that’s where your ads should...

Executive Summary Strategus was approached by a well known, Oscar-winning independent film studio to stimulate ticket sales for a new film through a...

You have choices. When it comes to allocating an ad-spend budget, it’s tough to know where to invest your dollars. You know video consumption is on...

Our previous blog post about the future of OTT left our readers with more questions than answers, and we hope to answer those questions with this new...

With the landscape of OTT always changing we can can’t help but wonder where OTT Advertising will be in 5 years. Who will the main OTT players be?...

We all know the trend. Millennials and Gen Z are now more than ever cutting the cord and going straight to OTT content providers like Netflix,...

When running OTT advertising campaigns, you may be asking what’s the best way to optimize your OTT ads? Not all ads are created equal, and not all...

Starting this month, we’ll be diving into optimizing AdWords campaigns, and the in’s and out’s of the AdWords platform to effectively produce results...

In today’s fast paced digital landscape Email has become a daily life event and somewhat of an afterthought in the minds of many Marketers. We hear...

Post view visits and post view conversions provide important information to display advertisers. Display advertisers use these metrics to measure the...

A Connected TV (CTV) is a TV that is an internet-enabled smart TV or any TV that uses a device to connect to the internet, receiving content other...

Boasting over 2 billion monthly active users in the second quarter of 2017, Facebook is the most popular social network worldwide and offers one of...

A key component of marketing and strategic planning is conducting a SWOT analysis. SWOT is the acronym for analyzing Strengths, Weaknesses,...

Every successful marketing or sales campaign begins with clearly defined goals. It should start with a creative brief, to make sure everyone involved...

The best way to use Google’s keyword planner is to use it to forecast the amount of money you should be and could be spending. It literally tells you...

Designing a campaign for success is much easier said than done. And for some, the inevitability of a campaign failing can make the work it takes to...

A well-designed landing page will capture your reader’s attention, lead them by the hand through the copy, and end with them happily taking the...

Keyword research is, or should be, a basic step in the creation of search engine marketing (SEM) campaigns. This step allows you to gauge what...

Have you thought about achieving a Google Certified Partner status for your company? Many companies are not aware of the importance and benefits of...

We’re the first to say it: marketing can be full of gimmicks. Fine-print. Tricks. Advertising sometimes feels like it’s designed to pull a customer...

In a previous post, we covered the importance of linking Google Analytics and Google AdWords. Here, we’ll cover exactly HOW to link Google Analytics...

Optimizing your paid search conversion rate helps businesses understand how their paid search marketing campaigns are affecting their bottom line....

Some of the most powerful tools, available to digital marketing advertisers today is Google Analytics and Google AdWords. Not only do they provide...

If you’re a local business using Google AdWords, you’re missing out if you’re not yet linking Google My Business. The My Business platform, an...

Why aren’t the clicks reported from an ad server matching your Google Analytics? Click discrepancies are a common issue and can be difficult to...

In today’s fast paced digital landscape Email has become a daily life event and somewhat of an afterthought in the minds of many Marketers. We hear...

Clear and Concise Call-to-action While 99.99% of online users probably know they need to click a banner ad, you need a call to action to help guide...

We’ve all been there. We’ve thought to ourselves, if I can just advertise my product/service at the top of the Google search engine, then I’ll be...

Most businesses will say word of mouth when asked about the best referral source to drive traffic to your business. The second most effective driver...

In a perfect world, your mobile banner ads would display only when your most likely customer is in the right place at the right time. That’s the...

Retargeting, also known as remarketing, can help get your brand in front of users that have visited your website without taking action. Every digital...