Blog

Validating Attribution and Enhancing Media Strategy Attribution models operate on learned chains of probabilities – sophisticated estimations of how different touchpoints contribute to conversion. While these models provide valuable directional insights, post-purchase surveys, if designed and conducted successfully, serve as the crucial bridge between probabilistic attribution and actual customer behavior. By directly asking customers about…

A strategic perspective for performance-driven marketing leaders Despite Germans spending an average of 182 minutes daily watching television¹ and 77% using streaming services weekly², many German e-commerce brands remain skeptical about TV advertising as a growth driver. For performance marketers who’ve built their success on pixel-perfect attribution and real-time optimization, the TV landscape presents both

When we introduced the concept of Q5 last September, we highlighted its potential as a hidden opportunity in the TV advertising calendar. Seven diverse brands took the leap during Q5 2024/2025, and their Google search trends tell an illuminating story – not just about the power of TV advertising, but about the journey brands take

Overview of Performance TVMedia Tactics Performance focuses on generating immediate and measurable actions from viewers, such as making a purchase, visiting a website, or calling a phone number. Here are key media tactics relevant to performance TV campaigns, with a focus on optimizing, you guessed it: PERFORMANCE. 1. Continuity Strategy Definition: Maintaining a consistent level of

How Performance TV Unlocks the 95% Meta Can’t Reach “Meta isn’t the same as it used to be.” “Finding new customers on IG and Meta has become harder.” “We have maxed out on Meta.” “The acquisition costs on Meta have increased substantially.” “Meta does not deliver the volume it did during and after Covid.” “Meta

by Cora Rodrigues As a strategist, I’ve been building decks for over a decade, and it’s always been the most challenging part of my job. Research? You develop an intuition for it—there’s a methodology behind turning data into compelling stories. Structuring those stories into an intuitive slide flow that captivates and convinces? That becomes easier with

Who’s Really Watching TV During the Day Anyways?The Data Might Surprise You Last week, during a media proposal call for a client, the client asked me something I hear constantly: “Who actually watches TV at 11 in the morning?” Fair question. Most people assume daytime TV is just soap operas and infomercials reaching retired audiences

ASK US ANYTHING Can You Prove CTV Works Regionally?We Just Did. CTV often gets written off as a super expensive channel with limited reach, great for visibility, but fuzzy when it comes to impact. We wanted to challenge that. So we ran a controlled CTV/ATV campaign for a client of ours in Bayern, while keeping