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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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Connected TV (CTV) has become synonymous with high-budget advertisers and big-name brands—but that narrative is outdated.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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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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Micro-Funnels for Macro Growth: Smart, Small Experiments That Drive Big Results
Growth Strategy, GTM, Conversion Optimization, Marketing Funnel, Marketing Strategy Tom Sullivan Growth Strategy, GTM, Conversion Optimization, Marketing Funnel, Marketing Strategy Tom Sullivan

Micro-Funnels for Macro Growth: Smart, Small Experiments That Drive Big Results

In a world flooded with metrics and dashboards, it’s easy to forget that data’s true purpose isn’t to quantify—it’s to clarify. When used wisely, brand metrics become narrative tools that help us understand why stories resonate, not just how campaigns perform.

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