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Hint: It’s Not Just Generating Sales A guide on how to give your selected channels a job to complete along with expectations We Dug Into the Archives—And What We Found Still Holds True in 2025 Despite everything that’s happened since 2017—the rise of TikTok, the explosion of short-form video, and yes, the pandemic—the emotional foundations…

It’s 2026, and guess what: TV still works. It drives awareness, credibility, and conversions. If you build your commercial for performance.

Linear TV remains one of the most powerful tools in a marketer’s arsenal. But not all commercials are created equal. At GLAD TO BE, with 90+ combined years of expertise and 120+ brands under our belt, we’ve developed proven frameworks to evaluate whether a commercial will drive immediate response, build lasting brand equity, or accomplish both simultaneously.

When brands consider partnering with a growth agency, the initial briefing becomes the cornerstone of success. A well-structured brief isn’t just paperwork—it’s the strategic blueprint that aligns expectations, defines success metrics, and ensures every stakeholder understands the journey ahead.

And TV Is Still the Biggest Screen in the Room. by Eric Vissers The VAUNET just dropped their 2025 media usage analysis (here in German). The headline everyone will run with: “TV is losing.” The number nobody will talk about: 10 hours and 53 minutes. That’s how much time the average German spent consuming media every

Last year, we analysed how seven brands used Q5’s unique opportunity. This year, six new advertisers entered the same waters — and the results confirm what we’ve been saying: linear TV, when used strategically, remains one of the most effective tools for building brand awareness.

We analyzed a two-wave Connected TV (CTV) campaign in Germany using multiple measurement approaches to understand brand impact. While performance metrics (clicks, conversions) were available, we focused on measuring brand strength through search volume analysis.

Let’s be honest—2025 flew by. One minute we were arguing about AI regulation, and the next, we were busy trying to figure out why our CPMs were skyrocketing while our attention spans hit rock bottom.

In early 2025, we published a trends piece outlining key shifts in advertising and media. Now that we’re at the end of the year, let’s have a look at what the data and industry signals showed and where reality diverged from our forecast.

In an age of infinite scrolling and shortened attention spans, marketers often fall into the trap of treating their audience as targets to be hit rather than people to be understood. But the most effective marketing doesn’t interrupt—it educates. It doesn’t shout—it informs. At its core, great marketing is teaching.