Over the top advertising, commonly called OTT advertising, refers to video ad delivery through internet-connected streaming services rather than traditional broadcast or cable television. Viewers watch content through platforms like Hulu, Peacock, Paramount+, and connected TV devices, and advertisers reach them with targeted, data-informed placements that linear TV simply cannot replicate. The shift matters commercially…
ROAS advertising is the practice of optimising paid media campaigns around return on ad spend, typically calculated as revenue generated divided by ad spend. It sounds like commercial rigour. In practice, it often isn’t. The metric isn’t wrong. The problem is how it gets used: as a proxy for business health, as a ceiling on…
Geo advertising is the practice of targeting paid media by location, whether that’s a country, a city, a postcode, or a radius around a specific point. Done well, it concentrates budget where demand is real and conversion is likely. Done poorly, it becomes a way of spending evenly across a map and calling it precision….
Rolex advertising works because it almost never tries to sell you a watch. The brand has spent decades building desire through restraint, consistency, and an understanding that its real product is not a timepiece but a position in the world. That discipline is rarer than it sounds, and most marketers underestimate how hard it is…
FOMO advertising uses the psychological fear of missing out to create urgency, signal scarcity, and push buyers toward faster decisions. When done with precision, it is one of the most commercially effective tools in a marketer’s arsenal. When done clumsily, it trains audiences to ignore you. The mechanism is straightforward: people are more motivated by…
Digital advertising ROI is the ratio of revenue generated to money spent on paid digital channels, but the number most marketers report bears little resemblance to what is actually happening in the business. Attribution models inflate returns, last-click logic steals credit from channels that did the real work, and platform-reported ROAS has a well-documented interest…
Lego advertising works because the brand has never confused its product with its purpose. For nine decades, Lego has sold a plastic brick. What its advertising has consistently sold is the act of building, the feeling of creative control, and the quiet satisfaction of making something from nothing. That distinction is the entire strategy. Most…
Data-driven advertising means using audience data, behavioural signals, and performance metrics to inform where you spend, who you target, and what you say. Done well, it reduces waste and sharpens decision-making. Done poorly, it becomes a sophisticated way of optimising toward the wrong thing. The promise is real. The execution is where most advertisers come…
Native content advertising places brand-funded content within editorial environments in a format that matches the surrounding media, so it reads, looks, and feels like the publication’s own work rather than an interruption. Done well, it earns attention rather than demanding it. Done poorly, it damages both the brand and the publisher’s credibility in one move….
Sexist advertising is any commercial communication that relies on gender stereotypes, objectification, or unequal representation to sell a product or service. It ranges from the overtly demeaning to the quietly patronising, and despite decades of cultural pressure, it has not gone away. It has just learned to wear better clothes. The commercial case against it…
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