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...
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...
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...
by Clément MAERTENS | Jun 26, 2026 | Business cases
LA FACTORY, the creative studio of CANAL+ BRAND SOLUTIONS, produced “Marquer l’Invisible” (roughly, “Making the Invisible Visible”) as an immersive documentary-style piece for the skincare brand Avène. The French sales house supported the film with premium app...
by Clément MAERTENS | May 22, 2026 | Business cases
The strategic response: the TV advertising paradox The TV Advertising Paradox did not begin as a creative idea in search of a problem. It emerged as the strategic response to what the market review revealed. At the centre of the response sat a contradiction that could...
