Targeting Households, Not Eyeballs: How CTV Changes Audience Strategy
CTV Advertising, Connnected TV Advertising, Performance Media, Media Buying, Paid Media, Video Advertising, AdTech, Content Strategy, Audience Targeting, Programmatic TV, Streaming Media, Performance Marketing Tom Sullivan CTV Advertising, Connnected TV Advertising, Performance Media, Media Buying, Paid Media, Video Advertising, AdTech, Content Strategy, Audience Targeting, Programmatic TV, Streaming Media, Performance Marketing Tom Sullivan

Targeting Households, Not Eyeballs: How CTV Changes Audience Strategy

Targeting Households, Not Eyeballs: How CTV Changes Audience Strategy explores the shift from mass reach to smarter, more strategic audience targeting through Connected TV. As streaming becomes the dominant form of home entertainment, advertisers must evolve from broad demographic targeting to nuanced, household-level engagement. This blog examines how CTV's data-driven capabilities unlock precision, personalization, and performance measurement in ways traditional TV never could.

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The Algorithm Isn't Your Audience: Crafting Paid Social Ads That Impact Humans
Paid Social Strategy, Paid Social Creative, Audience Targeting, Psychographic Targeting, Social Media Advertising, Ad Campaign Optimization Tom Sullivan Paid Social Strategy, Paid Social Creative, Audience Targeting, Psychographic Targeting, Social Media Advertising, Ad Campaign Optimization Tom Sullivan

The Algorithm Isn't Your Audience: Crafting Paid Social Ads That Impact Humans

It’s easy to fall into the social advertising trap: optimise to win the algorithm, measure for the platform, design for the machine. But here’s the truth: the algorithm isn’t your audience. People are. Their hopes. Their problems. Their attention and emotions. If our creative, targeting and messaging treat algorithms as the star instead of humans, we risk building campaigns that perform “by the book” yet fail to resonate, motivate or convert. In this article we’ll explore why you must centre humans — not the algorithm — in your paid social ads, how to build meaningful human-first creative and strategy, and practical steps you can implement immediately to align your campaigns with real people. Because when humans win, algorithms follow.

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