Premium video and YouTube: the VAB measures the CTV attention gap

by Clément MAERTENS | Oct 30, 2026 | Business cases

Premium Video impressions consistently outperform YouTube across the key behaviours that make an impression more valuable, including stronger co-viewing, more consistent attention and substantially longer viewing sessions. In The Impression Gap, which received a...

thinktv Canada puts media planning assumptions to the test

by Clément MAERTENS | Oct 27, 2026 | Business cases

Media professionals are not the audience they plan for. In its fourth Ad Nation study, TV industry trade body thinktv Canada found a wide gap between professionals’ media habits and those of the public, alongside substantial overestimates of Canadians’ use of digital...

Channel 4 Sales turns existing TV ads into enhanced streaming formats

by Clément MAERTENS | Sep 30, 2026 | Business cases

Channel 4 Sales launched Enhance in June 2026, the broadcaster’s new suite of CTV streaming ad formats. Enhance amplifies advertisers’ existing TV ads with a range of creative formats and dynamic targeting capabilities; each creative format is designed to deliver...

MFE Advertising: scaling AI-powered contextual advertising across Europe

by Clément MAERTENS | Sep 28, 2026 | Business cases

MFE Advertising: Using AI to turn TV content into an advertising signal From Spain to Italy, MFE Advertising is using AI and HbbTV to make programme context an addressable advertising signal, creating new opportunities for relevance on connected TV while keeping the...

How DPG Media turns the backstage of a prime-time music show into a retail engine

by Clément MAERTENS | Jul 31, 2026 | Business cases

In a category where retailers typically compete on price and visibility, Albert Heijn, the supermarket retailer, chose a different path. Together with DPG Media, the brand moved beyond traditional sponsorship to become an essential part of the story of the prime-time...