The Business Of Data With Jon Lafayette: Have I Got Your Attention?
We've got data coming and data going. Advertisers need to know their audiences in order to engage with them. And they need data to see if their well-laid plans actually worked. This week we look at data that shows what kinds of ads perform and what makes streamers tick.
CTV Advertisers Should Stop Pausing High-Impact Commercial Formats
TripleLift says formats such as pause ads put more punch in campaigns
Connected TV was supposed to be a better mousetrap, combining the attributes of linear video with digital media. But a new report notes that advertisers are still using the same old cheese, and that’s limiting their return on investment.
In its new report, TripleLift looks at both sides of the issue, the effectiveness of interactive advertising formats made possible by streaming, and the reticence of marketers and their ad and media agencies to make the most of the new technology.
“CTV is one of the fastest-growing channels in media, but creatively it’s still operating like the three-network era,” said Dave Helmreich, CEO of TripleLift. “The industry promised the best of TV and digital. Instead, we recreated traditional commercials in a new pipe." [READ MORE]
Tubi Report Finds Increased Interest in Ad-Supported Streaming
Streaming has clearly changed the television industry. According to a new report from Tubi, streaming is also affecting relationships. It’s impacting the way viewers consume video, naturally. But it’s also changing friendships and affecting the way consumers interact with advertising.
Tubi hired The Harris Poll to survey 2,500 people aged 18 and up between November 24, 2025 and December 2, 2025.
The key findings include a growing acceptance of free ad-supported streaming, and viewers spending more time with movies and shows while watching on larger devices. [READ MORE]
A Vote For Putting Political Ads On YouTube
In the media world, there is a great debate about whether or not YouTube is TV. The debate is also going on in the political world, where local broadcast remains the channel most relied on by candidates, but an increasing share of dollars is going to streaming.
According to AdImpact, while broadcast had a 48% share of total political advertising spending during the 2024 election cycle, CTV got 21%, or 4.23 billion.
With YouTube grabbing the biggest share of TV viewing at about 12%, Nate Turner, Channel Factory’s recently named head of political and advocacy sales, says YouTube is a must buy for political campaigns. [READ MORE]
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