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Native advertising has one job: not look like advertising. When it fails at that, it doesn’t just underperform, it stands out for the wrong reasons and erodes the trust that made native worth doing in the first place.
Authored by Emma Sainsbury, Research Analyst
Where an ad appears shapes how a brand is perceived — not just whether it’s seen. That’s especially true on CTV, where in-show placements put a brand inside premium content instead of interrupting it. The data suggests th...
Most CTV ads are still fighting the same battle linear TV lost decades ago: interrupt the show, hope the viewer sticks around. In-show ad insertions — formats like split screen, dynamic overlay, and product integration that app...