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What It Is & How it Works



What It Is & How it Works

For evidence of the rise in streaming TV usage in recent years, most of us have to look no further than our own television sets. Linear TV (i.e. cable and broadcast) viewership and advertising has been on a steady and continuing decline, leaving many advertisers looking for alternative solutions to reach the large audience that commercials on traditional television have historically offered. In fact, this year, it’s expected that cord-cutters will officially outnumber cord-nevers, who have never used a traditional cable TV or satellite service.

“This market has grown by double digits each year since we began tracking it in 2017, and it will continue to do so through the end of our forecast period in 2026.”eMarketer



But this new territory comes with its own set of major players, definitions, methods and manners of streaming content, and ad inventory and buying options. For those new to the streaming advertising landscape, it can seem like an entirely new path for which they have no directions.

Streaming landscape infographic

In this post, we’ll work to take some of the confusion out of streaming ads by breaking down one of the most popular marketing avenues—Connected TV advertising.

What is Connected TV (CTV) Advertising?

chart showing US CTV ad spending in billions and as a percentage of total digital ad spending from 2022-2026


Connected TV advertising includes digital ads shown to viewers who are watching streaming video content on an internet-connected television, including Smart TVs. Ads are displayed before, during/alongside, or after the television shows, movies, or livestreams being watched. Popular CTV ad types include display banners, traditional commercial-style placements, pop-up ads, and interactive ads that allow viewers to take direct action, often by using their phone camera or remote control.

Some recent stats that highlight the incredible growth and opportunity already underway for CTV advertising, which is expected to continually climb for many years to come, include…

  • Nearly 68% of the US population (230 million people) uses a connected TV (Source)

  • Annual CTV ad spend in the US is expected to reach $43B in 2026 (Source)

  • eMarketer forecasts that connected devices will account for 39.2% of time spent with YouTube by 2024 (Source)

“In the US, CTV is the fastest-growing ad format we track, with a projected growth of 27.2% in 2023, for a total of $26.92 billion. By contrast, we project US retail media ad spend to increase by 20.5% and US social network ad spend to grow by 8.8% in the next year.”eMarketer


CTV Advertising vs. OTT

‘Connected TV advertising’ and ‘OTT advertising’ are often used interchangeably, but there are practical differences between the two that relate most directly to the device on which the content is being consumed.

As their name implies, Connected TVs are able to deliver streaming content thanks to their “connection” to the internet. This connection is often built-in to the television, as is the case with Smart TVs, but a connection can also be facilitated through the use of after-market internet-capable devices, including the Amazon Fire TV Stick, Roku devices, gaming consoles, and Apple TVs.

While not all streaming content is viewed or listened to through a Connected TV, all CTVs deliver streaming video content. Looking at advertising specifically, CTV advertising would be viewed by prospective customers through apps they were accessing via their television screen. For example, while watching YouTube or streaming Twitch content on a Connected TV, viewers may be shown display banner advertising. That type of advertising is considered Connected TV advertising, but it is not OTT. OTT typically implies content streamed by a “network” like Hulu, NBC, or Pluto.

OTT is an acronym for “over-the-top,” and refers to streaming content that is “delivered over” (not through) a cable box. Unlike CTV advertising, which is exclusively shown on televisions, OTT advertising can be delivered on TVs, personal computers, tablets, mobile phones and more.

CTV Advertising vs. Addressable TV

Addressable TV provides advertisers with 1:1 targeting in a traditional TV environment, enabling them to segment and deliver ads to selected, internet-connected linear TV and OTT/CTV audiences (households), thereby ‘addressing’ the audiences they want to reach through their ads. This level of targeting is accomplished by matching an advertiser’s first or third-party dataset to a cable TV provider’s dataset in a privacy-safe way.

The audience segments you’re able to target through Addressable TV advertising can be built on a number of factors, including specific demographics a viewer falls within, and their geographic location. Have you noticed you get different ads than your friends when you’re watching the same program? Addressable TV advertising is likely at play, serving up better-targeted-to-you-specifically ads, rather than traditional TV ads, where all viewers of the same program (and in the same region) are shown the same commercials.

CTV Advertising vs. Linear TV

Linear TV is what most of us think of as traditional TV, with cable or satellite programming and adjacent advertisements running on a largely predetermined schedule. Today, linear TV typically reaches a much older demographic than streaming TV.

While linear TV watching is on the decline, there are still a very high number of subscribers. Advertising on linear can be incredibly impactful when leveraged in complement with CTV advertising. Targeting is available in the linear space, though it is often less granular than in streaming. Linear TV can be bought on a guaranteed demographic basis—i.e. a network can guarantee your ad will run to a certain audience (gender, HHI, etc)—with Addressable TV being a version of this.

Linear TV advertising can be beneficial for brands with an older customer base and very wide appeal, who want to reach the most varied group of potential consumers as possible—and it might be more affordable than you’d expect. Non-guaranteed linear CPMs (cost per thousand impressions) are actually often lower than streaming CPMs.

Benefits of Connected TV Advertising

chart showing how many millions of connected TV households there are projected to be from 2023-2027


Key benefits of CTV advertising include…

Reach more customers: Not only are there 113 million CTV households in the US, but those households include a large number of people from all current adult-inclusive generations. Whether you want to reach Gen Z, Gen X, Millennials or Baby Boomers, you’ll reach them all by the tens of millions with CTV ads (Source)

chart showing breakdown of how many US CTV users are millennials, Gen Z, Gen X, and baby boomer viewers


Automated Optimization and Media Buying: The use of programmatic is on the rise in CTV advertising, though it isn’t the only way to purchase ad space. Because most CTV ad inventory is “delivered against premium video content from broadcast TV, cable, and streaming studios,” there is often a heightened degree of brand safety. (Source)

Precise Audience-Based Targeting: CTV ad options are continuing to expand—particularly programmatic inventory—with audience targeting capabilities that rival what social media networks and Paid Search provide (Source). Common targeting options include: age, location, gender, known interests, education or income level, and purchase history.

Real-time measurement: The great news with CTV advertising is that results are often deterministic and available in real-time, meaning you don’t have to wait weeks or months to adjust based on performance.

How Does CTV Advertising Work?

Investing in CTV ads can help you reach your desired audiences within the 113+ million streaming viewers across many popular apps and services, but how do you actually make those ads happen? Let’s dive into the steps…

Choose a platform

Whether you want to start small with one CTV platform, or design a fuller campaign that targets viewers across a variety of popular apps, there are an abundance of options to suit your goals and needs. Once you’ve selected a platform or platforms, explore all the available ad types offered by that provider. There are an expanding number of platforms to choose from, with some popular options including YouTube and Hulu. Once you understand the foundational capabilities of each, you can better design a campaign that leverages a mix of ad options and/or audiences.

Upload creative

Once you have all your creative polished and ready to help you reach your advertising goals, work with your agency partner to upload it to the platforms you’ve decided to advertise with.

Target an audience

The advanced targeting options CTV advertising offers are what draws many advertisers to this avenue, with the measurable results keeping them coming back. Consider the audiences you want to reach, and the actions you want them to take, in deciding who you’ll target with which creative and placements. Consider the audiences available within the platforms themselves, audiences you might want to reach based on your own first-party data, which KPIs you are interested in measuring, and whether measuring incrementality is important

Choose campaign placements

Available placement options vary depending on the platform you’ll be advertising on. It’s important to consider when and where a given ad placement will be displayed so you can ensure appropriate messaging.

For example, if your ad will display when a viewer pauses their programming, you’ll want to make your ad eye-catching enough that they’ll read it before returning to their show. Making it interactive can also prove beneficial, such as incorporating a QR code for viewers to take further action.

Set budget and launch

You’ve likely already considered your budget in the previous steps as how much you’re willing to spend can greatly influence the platforms, placements, and breadth of audiences you want to reach. Once you’ve finalized your budget, you’re ready to send your ads off into the streaming universe! Note that this is a highly scalable channel, and can be used to both drive brand awareness and bottom funnel performance.

Optimize and refine based on results

Like all digital advertising campaigns, there is no set-it-and-forget-it approach. Once you’ve given your ads enough time to reach statistically significant results, carefully review what’s working best, and where there might be room for improvement. Consider the full scope of what can be influencing these results, including targeting and the creative itself.

Platforms & Devices for CTV Advertising

chart showing which CTV devices were most used by North American internet users in Q2 2022


CTV devices and platforms are already numerous, with options for platforms in particular most likely to continue to climb in the near future.

CTV Devices are the physical products that facilitate watching streaming content. In the Connected TV space, that includes Smart TVs (internet-capable by design), and regular TVs that have been “made smart” through the use of an after-market, internet-capable device (Roku devices, gaming consoles, Apple TVs, Amazon Fire TV Sticks, and more.)

CTV Platforms are the apps and services that viewers will be watching when they see your CTV ads. Some popular, ad-supported platforms include:

  • Hulu
  • Facebook Watch
  • YouTube
  • Pluto TV
  • Peacock
  • Amazon Freevee


Examples of CTV Ad Types

While the available ad units can vary from platform to platform, there are certain ad types that are most common. Below, we dive into four popular and widely-offered CTV ad types…

Display ads

Display ads on CTV function similarly to the display ads we see elsewhere, including on our favorite websites and blogs. These ads appear above, below or alongside the content being viewed, helping increase and improve brand awareness.

eMarketer estimates that “CTV will account for 16.5% of all US display ad spend” in 2023.

In-stream Video ads

In-stream video ads are served to customers once they’ve begun a streaming session. These ads can be shown before, during, or after they’ve viewed their selected content. In-stream video ads are most similar to what most of us consider traditional television commercials.

Instream ads are the most common ad type shown “on platforms like YouTube,” and are also commonly referred to as pre-roll, mid-roll, and post-roll video advertisements.

Interactive ads

Interactive ads are a newer ad type that viewers can interact with in some way when they are displayed, with a few different interactive options. These might include scanning a QR code shown on the screen to be taken to a website, or sent more information via email. Some interactive ads even enable viewers to make a purchase, or add an advertised item to their cart, directly from the ad.

Pop-up ads

CTV pop-up ads include those that display beneath the content being viewed, or when a streaming viewer has paused their programming. These ad types don’t require that users interact with them in any way, helping boost brand awareness without interrupting their streaming session.

How Are Connected TV Audiences Targeted?

chart showing the household reach of select US streaming apps on CTV in H2 2022 with Netflix in first place


Different platforms offer a variety of audience targeting options, including the ability to target based on your own data. Below, we explore some of the most common and popular targeting options.


In real estate and advertising, location matters! Even if brands plan to advertise heavily across the US and beyond, targeting their ads by location can help improve relevance and expand their messaging options.

For example, you might not want to waste money letting viewers in California know that your warmest winter coats are on sale. Or, perhaps your product names or available options vary by location? In these instances, you can enlist different ads for each location to eliminate any confusion, or cause upset when customers can’t find an advertised item near them.


For many products and services, to make the most of your advertising dollars, selecting specific demographics to target can help reduce costs without sacrificing hitting your desired audiences. Different household demographics advertisers might want to target include: people of certain ages, income levels, or education levels; homeowners / renters; and parents of young children.

Platform targeting

Targeting by platform enables advertisers to reach only viewers using specific devices. This is typically done if you want to reach viewers that you know will be more interested in your product or service because they’re using a complementary product, or to reach viewers using a competing/different product that you hope to convert.

Contextual targeting

Contextual targeting aims to serve ads that ‘make sense’ in context with the content that is being viewed.

For example, if a viewer is watching a program about running, ads for athletic wear and sneakers would make good contextual sense. You can assume with relative certainty that most viewers watching a television program or movie about running might have interest in those items.

Channel targeting

Channel targeting allows advertisers to reach viewers on a specific network. This can be especially beneficial if your product aligns with an overall theme of a given network.

For example, a company that sells bathroom lighting fixtures might want to target all viewers watching HGTV as many of that network’s shows are focused on home renovation projects. This would give reasonable certainty that a sizable number of viewers may be interested in making their own renovations, or that they’ll remember your brand in the future when they are. It also means your advertising will almost always work in harmony with the content a viewer is watching.

First and third-party data

Because CTV advertising is typically part of a larger digital marketing plan, it can be beneficial to leverage first- and third-party data in your audience targeting. This can include your first-party analytics and CRM data, and third-party audiences offered by CTV platforms.

Frequency caps

Frequency caps are limits on the number of times a given viewer will be shown your CTV ad. Due to CTV having a fragmented landscape across many networks, services, and platforms, without frequency caps in place, the same viewer may receive your ad numerous times in a short period of time—sometimes even repeatedly during the same ad break. To avoid annoying viewers with repetitive ads, caps can help you preserve your ad effectiveness and brand safety.

Important Metrics and Measurements for CTV Advertising

The measurability of streaming advertising on the whole makes it an attractive channel for advertisers of all niches and budgets. Some of the key metrics and measurements to help you track your CTV advertising performance include:

  • Impressions
  • Return on Ad Spend (ROAS)
  • Cost per Completed View (CPCV)
  • Cost per Acquisition (CPA)
  • Incrementality
  • Reach
  • Brand Lift
  • Frequency
  • Conversions
  • Gross Rating Point (GRP)
  • Cost per Point (CPP)
  • Cross-Screen Measurement
  • Target Rating Point
  • Video Completion Rate (VCR)
  • Revenue
  • Website Visits



With customers rapidly shifting from cable and satellite television to streaming TV, advertising options like CTV ads make an increasingly sound investment for advertisers trying to reach any audience. Because CTV advertising has a lower cost of entry than linear TV ads—and brings much higher targeting and measurement options—the playing field has been leveled a bit, giving a significantly larger number of brands and services the opportunity to reach relevant audiences on the biggest screen in the house. How’s that for smart TV?

It’s also important to note that many viewers, particularly those who have grown up watching streaming television, understand that ads are part of the equation. They are open to ad-supported video content when the tradeoff is a lower (or free) subscription that grants them access to quality content.

Want to learn more about CTV and other forms of video and streaming advertising? Visit our Performance Streaming services page, download our Ultimate Guide to Performance Streaming, or reach out today to chat with an expert. 

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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