Ad Fatigue Happens Fast: Building Social Campaigns That Don’t Burn Out
Paid Social Strategy, Creative Optimization, Social Strategy, Social Media, Media Buying, Growth Marketing Tom Sullivan Paid Social Strategy, Creative Optimization, Social Strategy, Social Media, Media Buying, Growth Marketing Tom Sullivan

Ad Fatigue Happens Fast: Building Social Campaigns That Don’t Burn Out

Social platforms move at the speed of human attention—fast, fickle, and unforgiving. Ad fatigue sets in more quickly than most brands expect, quietly eroding performance while inflating CPMs and shrinking engagement. But fatigue isn’t inevitable. With the right creative systems, audience strategies, and feedback loops, paid social can remain fresh, relevant, and efficient for months. This guide shows how to build fatigue-resistant campaigns that keep performance high and boredom low.

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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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DSP Showdown: Choosing the Right Programmatic Platform for Your Brand Goals
Programmatic Advertising, Digital Media Strategy, Media Buying, Ad Platforms, DSPs, Demand-Side Platforms, Marketing Technology, Omnichannel Advertising, Digital Campaign Planning, Performance Marketing, Data-Driven Advertising Tom Sullivan Programmatic Advertising, Digital Media Strategy, Media Buying, Ad Platforms, DSPs, Demand-Side Platforms, Marketing Technology, Omnichannel Advertising, Digital Campaign Planning, Performance Marketing, Data-Driven Advertising Tom Sullivan

DSP Showdown: Choosing the Right Programmatic Platform for Your Brand Goals

Not all DSPs are created equal—and neither are your brand goals. Whether you're focused on awareness, performance, omnichannel reach, or data ownership, the right demand-side platform can make or break your programmatic success. In this comprehensive guide, we break down the top DSPs, what sets them apart, and how to match platform capabilities with your strategic marketing objectives.

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How TikTok’s Creative-First Algorithm Is Forcing Brands to Rethink Performance
Paid Social Strategy, TikTok Advertising, Creative Optimization, Performance Marketing, UGC, Influencer Marketing, Social Strategy, Social Media, Media Buying, Growth Marketing Tom Sullivan Paid Social Strategy, TikTok Advertising, Creative Optimization, Performance Marketing, UGC, Influencer Marketing, Social Strategy, Social Media, Media Buying, Growth Marketing Tom Sullivan

How TikTok’s Creative-First Algorithm Is Forcing Brands to Rethink Performance

TikTok’s creative-first algorithm isn’t just changing how users engage—it’s revolutionizing how brands approach paid social performance. In this deep dive, we explore why traditional ad strategies fall flat on TikTok, how algorithmic signals prioritize creativity over targeting, and what growth-driven brands need to do now to stay competitive in the era of entertainment-first commerce.

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CTV Isn’t Just for Giants: How Challenger Brands Can Win on Streaming Platforms
CTV Advertising, Connnected TV Advertising, Performance Media, Media Buying, Paid Media, Video Advertising, AdTech, Content Strategy Tom Sullivan CTV Advertising, Connnected TV Advertising, Performance Media, Media Buying, Paid Media, Video Advertising, AdTech, Content Strategy Tom Sullivan

CTV Isn’t Just for Giants: How Challenger Brands Can Win on Streaming Platforms

Connected TV (CTV) has become synonymous with high-budget advertisers and big-name brands—but that narrative is outdated. Challenger brands are uniquely positioned to win on streaming platforms by combining strategic targeting, compelling creative, and agile measurement. In this post, we unpack how smaller, scrappier brands can leverage the CTV boom to drive awareness, engagement, and conversions—without enterprise budgets.

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TV Advertising for the AI Age: Launching a CTV Campaign with Performance Metrics
CTV Advertising, Connnected TV Advertising, Performance Media, Media Buying, Paid Media, Video Advertising, AdTech, Content Strategy Tom Sullivan CTV Advertising, Connnected TV Advertising, Performance Media, Media Buying, Paid Media, Video Advertising, AdTech, Content Strategy Tom Sullivan

TV Advertising for the AI Age: Launching a CTV Campaign with Performance Metrics

As streaming services and devices proliferate and viewing habits fragment, the opportunity in Connected TV (CTV) has never been more compelling. However, the era of simply placing a 30-second ad and hoping for a brand lift is over—welcome to the AI age of TV advertising, where performance metrics, data integration, and creative agility converge. In this blog, we’ll break down how to launch a CTV campaign with purpose, define the essential metrics you need to track, and map how AI-powered measurement tools transform TV into a full-funnel, measurable media channel.

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